社会化媒体中消费者生成广告的影响因素模型及作用路径

如今社会化媒体中随处可见消费者对品牌信息的评论、转发以及创作与品牌相关内容的行为,这样的行为对品牌传播产生了极大影响,它相对于传统品牌传播方式更有效。那么社会化媒体中消费者生成广告行为受到何种因素的影响,这些因素之间存在何种内在逻辑关系？本研究采用立意抽样的方式,选择活跃于社会化媒体（微博、微信、美拍）中的消费者作为研究对象,使用扎根理论的开放式编码、主轴编码与选择性编码对访谈材料进行分析,最后结合选择性编码与“故事线”的方式构建了CGA-EESM影响因素模型。该模型显示：环境、经验、刺激与动机是消费者生成广告行为的四个关键影响因素,它们之间存在错综复杂的作用路径。     

The Impact of the Great Recession on Financial Services Advertising: An Exploratory Study

We explore how advertising managers of financial services organizations have responded to the repercussions of the Great Recession in their advertising strategies. To this end, we compare print ads for financial services that appeared in six magazines at two periods in time: 2005, prior to the Great Recession and 2010, after the end of the Great Recession. We content analyzed 755 prints ads and found major differences in the advertising strategies from prerecession to postrecession, particularly in the type of appeals. We further examined these strategic shifts by audience focus (business-to-business and business-to-consumer) and gender focus (male, female, or both).     

消费社会语境下的广告文化批判

消费社会是以商品的大规模消费为特征的社会,从消费社会的角度来看,广告文化具备符号化、视觉化、时尚化和鼓励炫耀性消费的特征。在消费社会,广告通过建构商品符号意义,强化、误导目标受众的身份认同,刺激消费者的欲望,来助推消费心理,夸大其对心理满足的功能。它深深地受到商品逻辑的制约,反过来以商品逻辑瓦解原有的社会价值结构和秩序,并在与媒介的同谋中,广泛而持续地干扰媒介传播,刺激着消费社会以及社会文化的负面发展。     

An Investigation of Egyptian Consumers’ Attitudes Toward Ethical Issues in Advertising

This article investigates Egyptian consumers’ attitudes toward ethical issues in advertising held by a sample of 306 participants. The subjects completed a 20-item instrument originally designed to measure respondents’ attitudes toward controversial issues in advertising. The study validates the scale in an Arab non-Western context. The results revealed that Egyptian consumers have negative attitudes toward ethical issues in advertising. There are significant differences between males’ and females’ perceptions of ethics in advertising. Finally, the study detects a significant difference between Muslims and non-Muslims in Egypt regarding their attitudes toward ethical issues in advertising. These results lend strong support to the adaptation hypothesis and suggest that ads produced in one country cannot be standardized or directly translated for use in another, particularly if they are different culturally.     

Investigating the Drivers of Consumer Acceptance and Response of SMS Advertising

This study tests five potential drivers underlying the acceptance of SMS advertising. After developing a scale to measure behavioral responses to SMS advertising, the relationships between the acceptance of SMS advertising, intention to receive SMS advertising and behavioral responses to SMS advertising are tested. A convenience sampling method was employed. Survey questionnaires were distributed across Western Australia. The return yielded 203 usable questionnaires from the respondents. Several factors emerge as significant drivers of acceptance of SMS advertising including utility of SMS advertisements, context of SMS advertisements and attitudes to advertising in general. Contrary to expectation, control over SMS advertisements did not emerge as a significant driver for acceptance of SMS advertising. Trust in advertisers and laws did not emerge as a significant driver of the acceptance of SMS advertising among Australian respondents. Advertisers who pursue consumer acceptance should strive to build utility and context considerations into their SMS campaigns. Future research opportunities include testing the drivers of SMS advertising to further investigate the impact of control and trust on acceptance of SMS advertising in other countries where the SMS advertising has not been explored yet.     

Time Orientation and Attitudes toward Advertising in a High-Context Culture: An Empirical Study of Macau

Each culture has its own dominant construct of time that influences the value placed on the use of time by individuals. This empirical study examines how time orientations influence attitudes toward advertising in a high-context culture of an Asian economy. Data was collected through surveys in Macau. Findings show that Macanese are more future orientated but less enthusiastic towards advertising; they switch to another channel and engage in other activities during commercial breaks. Results also show that past orientation has the strongest impact on advertising avoidance. The authors offer managerial implications for the development of effective advertising programs in this emerging market.     

Advertising Decision Makers' and Consumers' Perceptions of Media Substitutability

The purpose of this article is to assess the perceptions of advertising media substitutability among consumers, media planners, and media providers. Data were collected from three different samples using structured questionnaires and CATI interviewing. The results suggest that some degree of substitution does indeed exist in all three groups. This means that if first media choices are unavailable all groups are likely to consider others as possibly providing the best buying information. This study adds to the scarce literature that focuses on perceptions of media substitutability and provides results for both demand and supply side of the media market. It also suggests that such perceptual studies may be helpful in a re-examination of current policy and advertising management decisions.     

安徽省广告媒体业生态环境研究

近年来,随着安徽省广告媒体业的迅猛发展以及广告市场竞争的加剧,出现了一系列违规操作、盲目发展、广告市场管理混乱、人才溃乏、跳槽等扰乱广告媒体业生态环境的问题。依据对安徽省广告媒体业调研的数据,从意识、行为、绩效等多层面科学分析安徽省广告媒体市场的经营态势,探讨并提出科学合理的广告媒体经营策略。     

基于Lanchester模型的双寡头市场广告竞争研究

通过讨论微分博弈模型——Lanchester模型及其开环解和闭环解,并进行对比,发现闭环策略能比开环策略更好地反映市场动态变化,这意味着闭环策略可能更受营销决策者的欢迎。     

Power and responsibility: Advertising self-regulation and consumer protection in a digital world

While advertising self-regulation is generally considered effective in a closed, largely country-based system, the digital world in which we now live is an open and global system. This raises challenges for consumer protection from national regulators trying to enforce compliance from global media platforms, advertisers, and consumers. Applying the power-responsibility equilibrium, this study explores who has the power and who has the responsibility for advertising self-regulation in a digital world. In doing so, it takes an ethnographic approach, eliciting insights from 18 key stakeholders in the self-regulatory process, across the three geographical areas of Europe, United States, and Asia-Pacific. The findings highlight the need for more collaboration and alignment of self-regulatory systems and build a framework for action through embedding responsibility, aligning standards, initiating processes, and improving outcomes. Six recommendations are offered to restore the balance of power and responsibility.     

Understanding the impact of store flyers on purchase behaviour: An empirical analysis in the context of Spanish households

The purpose of this paper is to analyse how Spanish consumers are really influenced by store flyers. The present study examines decisions of households regarding: (i) incidence (using a binary logit model); (ii) brand choice (using a multinomial logit model); and (iii) quantity (using a Poisson model). The models described above are applied to scanner choice datasets of the purchases made by Spanish households in two product categories (olive oil and coffee) over 53 weeks. The study finds that the main effect of such flyers is brand switching, rather than acceleration or stockpiling. However, consumers are not homogeneous in these responses to store flyers. Price sensitivity is found to be a more important driver of flyer-proneness than brand loyalty; moreover, the study finds a strong relationship between price-sensitive, flyer-prone consumers and decisions on incidence, choice, and purchase quantities. In contrast, the influence of the presence of brands in store flyers on incidence of purchases is not more prevalent among brand-loyal consumers than among non-brand-loyal consumer; however, such flyers are able to induce loyal users to stock up on their preferred brand. The managerial implications underline that manufacturers and retailers should be aware that the inclusion of a brand in store flyers (without necessarily offering a price discount) can simultaneously cut promotional costs and increase sales profits. In addition, managers should use other types of promotions (such as in-store displays) to encourage consumers to stock up on the brand.     

An Investigation of People's Time Orientation,Attitudes, and Behavior Toward Advertising in an International Context

ABSTRACT

Past studies have indicated that there are cross-cultural/national differences among people's perception of time and how they use time available for them and what factors affect their time-related purchasing and consumption decisions. It is stated that each culture or subculture could have its own dominant construct of time. The present study examines time use and orientation and time attitudes toward different activities, including advertising in an emerging economy of Georgia. Study results indicate that present orientation and consciousness of future, planning orientation, time saving, realization of present in the light of past, and action orientation are salient factors channeling time orientations of Georgian consumers.     

Differential Effects of Chinese Women's Sexual Self-Schema on Responses to Sex Appeal in Advertising

Despite the increased use of sex appeal in advertising, little is known about the influence of individual personality differences on responses to sexual information. This study examines the effects of the “sexual self-schema” personality trait on Chinese women's responses to advertisements using sex appeal. Regardless of the type of sexual information used, attitudes toward these advertisements mediate the effect of sexual self-schema on the purchase intentions of women with lower sexual self-schema while this mediating effect was not observed in women with higher sexual self-schema. The theoretical and practical implications of sex appeal in advertising for Chinese women are discussed.     

Consumers' Responses to Implicit and Explicit Gay-Themed Advertising in Gay vs. Mainstream Media

ABSTRACT

Further study is needed to validate concerns over gay-themed ads appearing in mainstream media. This study investigates the effects of such ads by comparing them to the effects of gay-themed ads placed in gay media. The study delves into the differential effects of implicit and explicit visual messages. It also examines how consumers' attitudes toward homosexuality affect their purchase intention as well as advertising and brand evaluation. The study's findings suggest that implicit, rather than explicit, gay-themed ads lead to higher purchase intention and more favorable advertising and brand evaluation. The study results show that the type of advertising message (i.e., implicit or explicit gay-themed ads) moderates the relationship between gay-media and mainstream media. Finally, this study finds that a low level of tolerance toward homosexuality results in lower purchase intention as well as less favorable evaluations of both the advertising and brand. Managerial implications are also discussed.     

Inflation Targeting Framework and Interest Rates Transmission in Ghana: An Empirical Investigation

This paper investigates the long-and short-run rate of transmission of the prime rate to interest rates since the implementation of inflation targeting policy in Ghana. Monthly data covering the period January 2002 to March 2016 is used. The Johansen and Hansen parameter instability cointegration, the FMOLS and DOLS estimation procedures were used. The long-run results show incomplete pass-through of the prime rate to commercial banks’ lending and deposit rates but over pass-through to the 91-day Treasury bill rate. The short-run adjustment shows relatively slow transmission of the prime rate to the respective interest rates. Given the findings, relevant policy suggestions are provided.     

Search Engine Advertising Adoption and Utilization: An Empirical Investigation of Inflectional Factors

Search engine advertising (SEA) is a prominent source of revenue for search engine companies, and also a solution for businesses to promote their visibility on the web. However, there is little academic research available about the factors and the extent to which they may influence businesses’ decision to adopt SEA. Building on Theory of Planned Behavior, Technology Acceptance Model, and Unified Theory of Acceptance and Use of Technology, this study develops a context-specific model for understanding the factors that influence the decision of businesses to use SEA. Using structural equation modeling and survey data collected from 142 businesses, this research finds that the intention of businesses to use SEA is directly influenced by four factors: (i) attitude toward SEA, (ii) subjective norms, (iii) perceived control over SEA, and (iv) perceived benefits of SEA in terms of increasing web traffic, increasing sales and creating awareness. Furthermore, the research we discover six additional factors that have an indirect influence: (i) trust in search engines, (ii) perceived risk of SEA, (iii) ability to manage keywords and bids, (iv) ability to analyze and monitor outcomes, (v) advertising expertise, and (vi) using external experts.     

The impact of media fragmentation on audience targeting: An empirical generalisation approach

With increasing fragmentation, advertisers are choosing media based upon their ability to deliver specific target markets to maximise return on media expenditure. In doing so, they rely upon the claims of media providers (whether in part or in full) about how their audiences differ from those of competing offerings. In this paper we consider just how successful media have been at attracting specialist audiences. We seek empirical generalisation by including a very broad range of audience member characteristics, multiple media types, two countries and three years of data in our analysis. We find that while there are some differences in the audiences that competing media deliver, these differences are largely inconsequential when (a) considered in light of the audience differentiation claims made by the media themselves and (b) that implicit in the audience targeting concept is the notion that media audiences are highly segmented. This research will challenge advertisers' entrenched assumptions about audience targeting and provide useful benchmarks for advertisers who place any credence on media selling propositions.     

E-mail Advertising in Syria: Assessing Beliefs,Attitudes, and Behaviors

The present study aimed at assessing Syrian consumers' beliefs regarding, attitude, and behavioral responses toward e-mail advertising and investigating the relationships among those variables. A cross-sectional survey was conducted and it yielded 273 valid responses. The proposed model was analyzed and tested using a structural equation modelling approach. Our findings showed that both informativeness and entertainment beliefs positively predicted Syrian consumers' attitudes toward e-mail advertising. Additionally, attitude was found to fully mediate the relationship between beliefs regarding and behavioral responses toward e-mail advertising.     

Informational/Transformational Appeals in Political Advertising: An Analysis of the Advertising Strategies of 2010 U.S. Gubernatorial Campaigns

This study addressed four gaps in political advertising research: (a) a better framework to replace the issue–image dichotomy, (b) differences in advertising strategies between incumbents and challengers, (c) influence of party positioning on candidate positioning in advertising, and (d) political advertising in state elections. Through a content analysis of 210 advertisements from the 2010 U.S. gubernatorial elections, it was revealed that (a) the concept of information/transformation was similar to the notion of issue/image, and the typology of informational/transformational advertising, after modification, adequately captured the complexity of political advertising; (b) the use of advertising appeals did differ between incumbents and challengers—incumbents used more transformational appeals and positive advertisements, whereas challengers used more informational appeals and negative advertisements; and (c) while the informational advertisements of the Republican candidates appeared to be substantially impacted by issues owned by their party, the influence of party positioning on candidate positioning was quite limited.     

An experimental investigation of the Egyptian consumers’ attitudes towards surrealism in advertising

This study investigates Egyptian consumers’ attitudes towards surrealism in advertising held by a sample of 976 participants. An experimental approach was taken to establish the interaction between Surreal advertisements and product category attitudes. This interaction was found to be statistically significant. A 2 × 2 anova was conducted to evaluate the effect of sex on attitudes towards surrealism in advertising. The results indicated a significant interaction between advertisement type and sex. However, the impact of surrealism in advertisements on persuasion, as measured by consumers’ attitudes towards the advertisement and brand, was not found to be moderated by consumers’ social class/income. These results lend strong support to the advertisement adaptation hypothesis and suggest that advertisements produced in one country cannot be standardized or directly translated for use in another, particularly if they are culturally different.