Engagement with social media and social media advertising: The differentiating role of platform type
This study examines how consumers' engagement with social media platforms drives
engagement with advertising embedded in these platforms and, subsequently, evaluations …
engagement with advertising embedded in these platforms and, subsequently, evaluations …
Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling
In the past decade, there has been a tremendous increase in the use of neurophysiological
methods to better understand marketing phenomena among academics and practitioners …
methods to better understand marketing phenomena among academics and practitioners …
What messages to post? Evaluating the popularity of social media communications in business versus consumer markets
Although social media usage in business markets continues to grow, managers still struggle
with designing popular brand message posts. This research investigates the key factors that …
with designing popular brand message posts. This research investigates the key factors that …
Social media influencer in advertising: The role of attractiveness, expertise and trustworthiness
The cosmetic industry has shown rapid growth worldwide and is seen as a profitable
business yet highly competitive. A popular grab-attention strategy being adopted worldwide …
business yet highly competitive. A popular grab-attention strategy being adopted worldwide …
Persuasion
DJ O'keefe - The handbook of communication skills, 2006 - taylorfrancis.com
One common obstacle to the audience's embracing the persuader's advocated action or
viewpoint is the audience's current attitudes, that is, the audience's general evaluations (of …
viewpoint is the audience's current attitudes, that is, the audience's general evaluations (of …
Consumer reactions to intrusiveness of online-video advertisements: do length, informativeness, and humor help (or hinder) marketing outcomes?
Online-video advertising is growing rapidly, yet advertisers and Web site owners might not
be accounting for the potentially negative impact of these advertisements. The current study …
be accounting for the potentially negative impact of these advertisements. The current study …
Predicting ad liking and purchase intent: Large-scale analysis of facial responses to ads
Billions of online video ads are viewed every month. We present a large-scale analysis of
facial responses to video content measured over the Internet and their relationship to …
facial responses to video content measured over the Internet and their relationship to …
Diversity in the digital age: how consumers respond to diverse virtual influencers
In recent years the popularity of social media influencers has grown exponentially, in part
because influencers tend to not be seen as advertising and they enable brands to reach …
because influencers tend to not be seen as advertising and they enable brands to reach …
Crowdsourcing facial responses to online videos
We present results validating a novel framework for collecting and analyzing facial
responses to media content over the Internet. This system allowed 3,268 trackable face …
responses to media content over the Internet. This system allowed 3,268 trackable face …
Adapting consumer advertising appeals to cultural values: A meta-analytic review of effects on persuasiveness and ad liking
CS Beck - Communication yearbook 33, 2009 - taylorfrancis.com
It is a truism that successful persuasive messages should be adapted to audience values. A
substantial research literature-not previously systematically reviewed-has examined …
substantial research literature-not previously systematically reviewed-has examined …