Online Behavioral Advertising: A Literature Review and Research Agenda

Advertisers are increasingly monitoring people's online behavior and using the information collected to show people individually targeted advertisements. This phenomenon is called online behavioral advertising (OBA). Although advertisers can benefit from OBA, the practice also raises concerns about privacy. Therefore, OBA has received much attention from advertisers, consumers, policymakers, and scholars. Despite this attention, there is neither a strong definition of OBA nor a clear accumulation of empirical findings. This article defines OBA and provides an overview of the empirical findings by developing a framework that identifies and integrates all factors that can explain consumer responses toward OBA. The framework suggests that the outcomes of OBA are dependent on advertiser-controlled factors (e.g., the level of personalization) and consumer-controlled factors (e.g., knowledge and perceptions about OBA and individual characteristics). The article also overviews the theoretical positioning of OBA by placing the theories that are used to explain consumers’ responses to OBA in our framework. Finally, we develop a research agenda and discuss implications for policymakers and advertisers.     

Mistaken Inferences from Advertising Conversations: A Modest Research Agenda

I review the changing advertising landscape and suggest that the definition of advertising has inherently changed. Using the current advertising context, I develop research questions that consumer behavior scholars are well poised to address. This research agenda is rooted in real-world observations about advertising and can help us develop new theories about when, how, and why advertising influences and persuades consumers. A recurring theme in this article is that consumers may be misled due to information overload from multiple channels and sources. I use the advertising-as-conversation metaphor to derive hypotheses and test one such hypothesis in an experiment. I end with a summary and discussion of advertising impact measurement.     

Sexuality and Ethics in Advertising: A Research Agenda and Policy Guideline Perspective

Abstract

Sexuality in advertising is a major area of ethical concern, though surprisingly little is known about its effects or the norms for its use. The author suggests a framing perspective on these two issues that consists of (1) a research agenda concerning the alleged effects and morality of sexual appeals (i.e., teleological vs. deontological considerations) and (2) a set of ethics-based, policy guidelines for addressing these issues (i.e., choice enhancement vs. consumer protection). Applying this framing perspective, the author provides a basis for making ethical choices about the use of sexual appeals in advertising.     

Mobile Promotions: A Framework and Research Priorities

This work bridges theory and practice on mobile promotions and proposes a research agenda. We do so by first defining mobile promotions and distinguishing them from mobile advertising. We then develop a framework for various stakeholders in the mobile promotion ecosystem. Finally, we advance research questions concerning each stakeholder and view these questions through the lens of several overarching themes that surround mobile promotions, such as the privacy–value tradeoff, return on investment, spatiotemporal targeting, inter-media substitution, and channel and consumer power.     

Shedding New Light on How Advertising Literacy Can Affect Children's Processing of Embedded Advertising Formats: A Future Research Agenda

Advertisers are continuously searching for new ways to persuade children; current methods include fully integrating commercial content into media content, actively engaging children with the commercial content, and increasing the number of commercial messages children are confronted with at one moment in time. This poses a challenge for how children cope with embedded advertising. This conceptual article aims to develop a theoretically grounded framework for investigating how children process embedded advertising. More precisely, it sheds light on previous research and conceptualizations of advertising literacy and provides suggestions for future research. The article examines conceptual and methodological issues and discusses the need for research on how to improve children's coping with embedded advertising by emphasizing the value of persuasive intent priming and implementation intentions. To conclude, future research directions are discussed regarding strategies to strengthen children's coping skills and their dispositional (i.e., associative network consisting of cognitive, moral, and affective beliefs related to advertising) and situational (i.e., actual recognition of and critical reflection on advertising) advertising literacy.     

Culture,Perceived Value,and Advertising Acceptance: A Cross-Cultural Study on Mobile Advertising

Abstract

Adverting standardization has been widely discussed since 1990s. Recently, this discussion has been extended to mobile advertising. When it comes to adopt a standardization or localization strategy, it is important that marketers understand how mobile advertising is perceived in different markets. This study examines the impacts of four perceived values of mobile advertising on young Australian and Chinese consumers’ acceptance of mobile advertising. The findings suggest that perceived functional value have the most positive effect on mobile advertising acceptance, followed by credibility and interactivity value. Further analyses reveal that culture moderates the relationships between perceived values and advertising acceptance.     

Audience Response to Product Placements: An Integrative Framework and Future Research Agenda

This study comprehensively reviews the literature on product placements to develop an integrative conceptual model that captures how such messages generate audience outcomes. The model depicts four components: execution/stimulus factors (e.g., program type, execution flexibility, opportunity to process, placement modality, placement priming); individual-specific factors (e.g., brand familiarity, judgment of placement fit, attitudes toward placements, involvement/connectedness with program); processing depth (degree of conscious processing); and message outcomes that reflect placement effectiveness. The execution and individual factors influence processing depth (portrayed as a high—low continuum), which in turn impacts message outcomes. The outcomes are organized around the hierarchy-of-effects model into three broad categories: cognition (e.g., memory-related measures such as recognition and recall); affect (e.g., attitudes); and conation (e.g., purchase intention, purchase behavior). This study integrates potential main and interaction effects among model variables to advance a series of theoretical propositions. It also offers an extensive research agenda of conceptual and empirical issues that future work can address.     

Hispanic-Americans,Mobile Advertising and Mobile Services

The literature on marketing to Hispanics and the use of mobile-based marketing methods continues to grow. However, to our knowledge, no research has been published on Hispanic use and acceptance of mobile marketing channels; this research addresses that gap. The study investigates various aspects of mobile channel services including advertising among Hispanic-Americans and non-Hispanic-Americans. The results indicate significant differences between Hispanic-Americans and others in the usage of mobile services, satisfaction with mobile services, and attitudes toward mobile advertising, as well as within Hispanic-Americans based on their strength of ethnic identification. The managerial and theoretical implications are discussed.     

An Integrated Framework of Newspaper Advertising: A Longitudinal Analysis

The article develops an integrated framework for analysing newspaper advertising, based on extant theoretical and practical knowledge on the subject. The framework is subsequently used to examine changes in 100 elements of newspaper advertisements over time. For this purpose, 2,250 illustrated advertisements were systematically extracted from national newspapers published in Cyprus during the period 1900-1974. Each advertisement was content-analysed by independent coders, based on a coding frame focusing on three major parts: copy (headlines, subheads, and body copy), art (illustrations, identification marks, and typography), and layout. The analysis revealed that: (a) certain advertising elements are systematically used more frequently than others, irrespective of time; (b) there are significant variations in the use of most of the advertising elements examined among different time periods; and (c) while the use of some of these elements increases systematically over time, others show a steady decrease.     

Disadvantaged Hispanic Consumers: A Research Perspective and Agenda

Within the limits of sparsely available data, this paper outlines the major barriers to effective consumption for Hispanic-Americans. These barriers are (a) the consumers' own circumstances, attitudes, values and goals; (b) deficiencies in the structure of the markets they typically patronize; and (c) exploitative practices of merchants with whom they come in contact. A research agenda is proposed to provide a basis for overcoming these barriers.     

Hospital Positioning and Integrated Hospital Marketing Communications: State-of-the-Art Review,Conceptual Framework,and Research Agenda

In the light of patient empowerment and channel fragmentation, hospitals struggle to target patients in their new role as active, knowledgeable consumers. As market differentiation via traditional marketing mix variables such as price is hardly achievable in healthcare, superior communication grounded on sound positioning is a more promising lever for competitive advantage. Yet, research on marketing-driven communication from provider to patient lacks synthesis and critical reflection. Drawing upon evidence from previous research, this article unites 62 articles from medical and social sciences covering aspects of hospital marketing communications. Derived from qualitative content analysis, findings on the effectiveness of specific communication channels and contents are portrayed. This article further uncovers the characteristics of four evolving archetypes for hospital positioning and illustrates the implementation of integrated hospital marketing communication strategy. The elaborated conceptual framework can be used as a managerial tool for tailoring hospital communications. The article closes by highlighting future research directives.     

International Marketing Ethics: A Literature Review and Research Agenda

Globalization has changed the nature of business in the twenty-first century (Doh et al. in Bus Ethics Q 20(3):481–502, 2010). With the increased internationalization of multinational corporations, the need to address international marketing ethics arises (Carrigan et al. in Int Market Rev 22(5):481–493, 2005). Given the diversity of environments and cultures, ethical issues are numerous and complicated (Iyer in J Bus Ethics 31(1):3–24, 2001). The understanding of international marketing ethics is critical to academics as well as practitioners. This paper is a literature review (1960s through 2013) of the study of ethics in international marketing. In order to develop a comprehensive review of articles, we review topics such as ethical problems, moral philosophies, and culture and ethics. We also discuss the methodological procedures that are used in international marketing ethics. Researchers and practitioners alike can use this research on international marketing ethics to discuss the phenomena and subsequently lead to future work research.     

Ethical Analyses of HRM: A Review and Research Agenda

The very idea of human resource management raises ethical considerations: What does it mean to us as humans for human beings to be managed as resources? Intriguingly, the field of ethics and HRM remains underdeveloped. Current approaches to HRM fail to place ethical considerations as their central warrant. This article, building on Greenwood (J Bus Ethics 36(3):261–279, 2002), argues for a deeper analysis of ethical issues in HRM, indeed for a differentiated ethical perspective of HRM that sets normative deliberations as its prime task. By identifying a distinct ethical approach to HRM that is unashamedly normative and socio-politically embedded, two objectives can be achieved. First, mainstream and critical approaches will be challenged to take ethical issues in HRM more seriously. Second, a dedicated forward-looking research agenda for the ethical analysis of HRM will be advanced.     

BRAND ACTIVISM: A Literature Review and Future Research Agenda

Brand activism is a new and fragmented phenomenon that has been attracting growing attention from scholars. Research on this topic is still at an exploratory stage and in need of advancement and conceptualization. The aim of this study is to systematize the extant literature on brand activism by attempting an in-depth exploration of the antecedents that identify the construct along with the influencing and consequence factors that will need to be tested and validated by future research. This study adopts the guidelines provided by the SPAR-4-SLR protocol and considers 76 papers with no time limitation. To the best of our knowledge, this seems to be the first scientific systematization of brand activism. From the in-depth analysis of the extant literature, two conceptual frameworks were constructed that can guide both researchers, in their understanding and investigation of the phenomenon, and practitioners in their implementation strategies of brand activism. The no time restriction of the analysis has allowed an investigation of the phenomenon from its prodromes until recent years, also highlighting important gaps that will have to be filled by future research.     

移动视频广告与消费者态度分析

随着移动技术的迭代更新,移动网络环境不断优化,中国已然进入了移动信息化时代。近年来,越来越多的消费者通过移动端获取产品信息,移动端视频播放量也呈现出爆炸式的增长,这一趋势为广告营销带来了新的机遇。广告主正逐渐加大对移动视频广告的资金投入,移动视频广告在市场中也表现出了积极地发展态势。通过对移动视频广告的解析,进一步分析消费者对移动视频广告的态度,并对移动视频广告的未来市场化发展进行了有益探索。移动广告公司应以消费者为主导去设计视频广告,增加用户粘合度,让视频广告效果实现最大化。     

Mobile Advertising: An Empirical Study of Temporal and Spatial Differences in Search Behavior and Advertising Response

Using clickstream panel data from an automobile ad campaign conducted on a mobile platform, we investigate the relevance of mobile advertising, the interrelationships between ad content, information search behavior, and advertising response. Temporally, we compare mobile users' search behavior and advertising response before and during a focal campaign event of an automobile show. Spatially, we examine their search behavior and advertising response in relation to their proximity to the show's location. Estimation results from individual-user random effects binary Logit and Poisson count models show that users' responses to mobile advertising are related to the depth and breadth of search and the ad content. While informative and persuasive ad content exhibits differential non-linear effects on the depth and breadth of search, they have similar effects on advertising response. Interestingly, spatial and temporal proximity of mobile ad campaigns may not lead to increased relevance of mobile campaigns; it depends on the type of ad content and the type of measure used to assess relevance.     

Towards an Ethical Research Agenda for International HRM: The Possibilities of a Plural Cosmopolitan Framework

In this conceptual paper, we aim to develop a much needed ethical research agenda for international Human Resource Management (HRM), given that the changing geopolitical dynamics interrogate the political role of multinational companies and the ethical stance they take in their HRM practices. To theoretically ground this agenda, we turn to cosmopolitanism and distinguish three main perspectives??political, cultural, and social??each of which implies a different understanding of the self?Cother relation in the context of the global world. We translate the core and ethical stance of each perspective to the field of international HRM, presenting three different foci of an ethical research agenda in terms of the ethical implications for multinational companies, research focus, methodological suggestions, and inherent limitations.     

Corporate Sustainability Performance Measurement Systems: A Review and Research Agenda

Corporate sustainability performance measurement systems (SPMS) have been the subject of a growing amount of research. However, there are many challenges and opportunities associated with the design, implementation, use, and evolution of these systems that have yet to be addressed. The purpose of this article is to identify future directions for research in the design, implementation, use, and evolution of corporate SPMS. A concise review of key literature published between 2000 and 2010 is presented. The literature review focuses on research conducted at the both the individual corporation- and sector-levels. The review of published literature provides a basis for the identification of a structured set of 65 key research questions to guide future work. The research questions will be of interest to both practitioners and researchers in corporate sustainability performance measurement.     

“多哈回合”谈判框架协议达成

<正> WTO 147个成员经过为期两周的艰苦谈判,最终在8月1日凌晨与会各方就长期以来分歧严重的农业补贴问题达成一致,在日内瓦举行的总理事会会议上通过了“多哈回合”贸易谈判框架协议。世贸组织总干事素帕猜称,这是一个真正的“历史性”成就。该框架协议的达成,使2003年9月坎昆会议失败一度陷入停顿的“多哈回合”谈判重回正轨,大大地堆动了整个世贸谈判的进程。根据框架协议,世贸组织成员将依据承诺降低对本国农业补贴,并进一步降低市场准入条件,更大限度地开放本国市场。该框架协议将成为“多     

Strategic Online and Offline Retail Pricing: A Review and Research Agenda

In the increasingly complex retailing environment, more and more retailers operate in more than one channel, such as brick-and-mortar, catalogs, and online. Success in this dynamic environment relies on the strategic management and coordination of both online and offline pricing. This article provides an overview of findings from past research in both offline and online domains and presents an organizing framework, as well as an agenda to spur additional research.