... for influencer strategy in social media advertising for cultural city brands. Brand charisma refers to the inspiration, purpose and allure a brand evokes (Semaan et al., 2019), thereby capturing the distinctive, emotionally resonant qualities that mobilise its audience (Hatch and Schultz, 2013...

...Yiqun Cao; Sinan Aral Purpose Understanding video advertising effectiveness is essential, given advertisers’ substantial investment in the format and its ubiquitous presence in our daily lives. But understanding video ad feature effectiveness is challenging due to the limited availability of video...

...Lijie Zhou; Fei Xue; Matthew H. Barton Purpose This study used virtual reality (VR) and screen eye-tracking systems to examine the effect of visual format and background image on visual attention, sense of presence and mental imagery in VR versus two-dimensional (2D) advertising designs. Design...

... Publishing Limited Licensed re-use rights only Social media marketing Advertising Business ethics Interactivity Personalization Virtual agents Marketing ethics Information technology Privacy Intellectual property Human–computer interaction Computer-mediated environments Artificial...

... angle based on the attributes of pay-per-click ads. Practical implications The results suggest that when advertisers decide to use dynamic ads, they should adopt a contrast design for both the ad information and its aesthetics. Originality/value This study fills a research gap in the contextual...

... moderation analysis, and a moderated mediation analysis using the PROCESS macro were conducted to test the hypotheses. Findings Compassion fade occurred in general advertisements whereas the opposite tendency occurred in personalized advertisements. The positive effect of compassion on social engagement...

... Licensed re-use rights only Social media marketing Advertising Social media advertising Consumer behavior Social networking sites Personal branding Virtual marketing H1. The impact of exposure to the most liked Instagram image on candidate evaluation is moderated by familiarity...

... responses toward the brand. By understanding how optical elements stimulate visual branding processing, marketing professionals will be able to improve information designing skills in visual-based social media platforms (such as Instagram). Effective advertising strategy must be successful in both...

...Nancy H. Brinson; Brian C. Britt Purpose One of the most effective tools used by interactive marketers is personalized advertising, which allows consumers to directly respond to customized offers to purchase a brand’s products and services. Yet, recent studies show many consumers are installing ad...

...Xiaohan Hu; Kevin Wise Purpose The playable ad is a new type of digital advertising that combines interactivity with gamification. Guided by psychological reactance theory, this study aims to explore the psychological processes and effects of playable ads on consumers’ perceived control...

... for banner ads. Design/methodology/approach Three studies were conducted to understand the influence of advertising creativity and banner blindness on recognition of banner ads, which were assessed using questionnaires and bias adjustment. The roles of online user tasks (goal-directed vs free-viewing...

... of inspiration that delineates two components including: Cultural orientation Customer engagement behaviors Customer inspiration Purchase intention Social-media contents Online advertising Advertising Marketing communication Computer-mediated communication Consumer psychology Relative...

...Kenneth Wilson Graham; Kelly M. Wilder Purpose The purpose of this paper is to use social identity theory and the elaboration likelihood model to explore differences in consumer response to positive and negative online brand advertising based on the degree to which the consumer identifies...

... Lim can be contacted at: hlim@utk.edu 25 09 2018 26 09 2019 27 01 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social media marketing Advertising Social media advertising Consumer psychology Brand management...

...Fei Xue Purpose The purpose of this paper is to examine the effects of “social information” in Facebook News Feed ads on American users’ advertising responses, including ad credibility, attitude-toward-the-ad, brand interest, intention to click and purchase intention. Using social impact theory...

... communication (e.g. advertising), because consumers are aware of firms’ selling intentions, they deploy mechanisms to selectively process advertising messages and, at times counter the firms’ claims and positions (MacInnis and Jaworski, 1989). In turn, advertisers develop creative copy strategies, use a rich...

.... Practical implications When using humorous taboo-themed ads, advertisers are encouraged to show these ads in dark settings. If the physical environment is uncontrollable, marketers may still benefit by cueing consumers about darkness (e.g. through their products) or reminding them of nightly activities...

... to that in high game-product congruence condition. Research limitations/implications The process of experimentation used in this study to collect responses were susceptible to some limitations. However, findings of the study are very important for advertising practitioners in terms of game design...

...Elzbieta Lepkowska-White; Amy Parsons; Aylin Ceylan Purpose – This paper aims to examine whether advertisers attempt to engage consumers with online information presented in print advertisements by investigating whether they respond to consumers’ motives for using advertisements and whether...

...Dr Angela Hausman; Ana Maria Soares; José Carlos Pinho Purpose – The purpose of this study is to analyse the impact of perceived enjoyment in advertising response in online social networks (OSN). The authors propose and test a structural model explaining response to OSN advertisements embracing...