Table of contents
How consumers react to woke advertising: methodological triangulation based on social media data and self-report data
Yang Feng, Huan Chen, Ho-Young (Anthony) AhnGuided by a synthesis of social norms theory (SNT), the social identity model of deindividuation effects (SIDE) and information cascades theory (ICT), this study aims to unveil…
Reactance and turbulence: examining the cognitive and affective antecedents of ad blocking
Nancy H. Brinson, Brian C. BrittOne 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…
Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement
Mohamed H. Elsharnouby, Jasmine Mohsen, Omnia T. Saeed, Abeer A. MahrousThis study aims to examine the relationships between the online communities’ characteristics and resilience to negative information (RNI) mediated by both brand knowledge and…
Does cluttered social media environment hurt advertising effectiveness? The moderation of ad types and personalization
A-Reum Jung, Jun HeoThe purpose of this study is to figure out the factors (i.e. ad type and ad personalization) that diminish the detrimental advertising clutter effects in terms of ad attention and…
Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement
Kesha K. Coker, Richard L. Flight, Dominic M. BaimaDigital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital…
Informing, implying or directing? Testing the effects of message sidedness, conclusiveness and their interaction in national and local Google Ads campaigns
Qingjiang YaoThis study aims to apply and test the effectiveness of message sidedness and conclusiveness in Google Ads advertising.
It makes a difference! Impact of social and personal message appeals on engagement with sponsored posts
Dorit Zimand Sheiner, Ofrit Kol, Shalom LevyGrounded in uses and gratifications (U&G) theory and relying on the congruence/incongruence approaches, the current research aims to contribute to the study of interactive…
Why should you respond to customer complaints on a personal level? The silent observer's perspective
Inés López-López, Mariola Palazón, José Antonio Sánchez-MartínezThis paper analyzes the effect of company response style and complaint source on silent observers' reactions to a service failure episode vented on Twitter.
Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence
Jing Yang, Mengtian JiangThe purpose of this study is to examine the kinds of ad appeals and brand types that contribute to perceived ad–media congruence on Instagram and how such congruence influences…
Are you engaged? The influence of brand schematicity on online brand engagement and brand purchase
Sanjay Puligadda, James R. Coyle, John NiConsumers’ engagement with brands online is increasingly important for marketers for both promotion of their brand’s message and sales. The purpose of this paper is to examine if…
Show products or show people: an eye-tracking study of visual branding strategy on Instagram
Lijie Zhou, Fei XueThis paper aims to examine the effects of visual themes and view perspectives on users’ visual attention to brand posts on Instagram. The impact of visual attention on brand…
How sharenting drives sherub marketing: insights from an interpretative phenomenological perspective
Supreet Kaur, Satinder KumarThe present study investigates the antecedents of sharenting, underlying strategies to mitigate the privacy risks of sharing children's personally identifiable information (PII…
The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency
Devika VashishtThe motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the points…
Luxury brands join hands: building interactive alliances on social media
Lini Zhang, Haidong Zhao, Brenda CudeThis study, which is based on the extended hierarchy of effects (HOE) model, aims to examine whether social media interactions with one or more luxury brands can affect consumers'…
Beyond visual clutter: the interplay among products, advertisements, and the overall webpage
Hyunjoo Im, Hae Won Ju, Kim K.P. JohnsonLittle research has been done to understand how individual elements (e.g. advertisements) within a webpage are processed and evaluated when visual complexity is increased. Thus…
Perceived authenticity of social media influencers: scale development and validation
Jung Ah Lee, Matthew S. EastinPublic perceptions of the authenticity of social media influencers (SMIs) are a key driver of the latter's persuasiveness as brand endorsers. Despite its importance, no…
ISSN:
2040-7122Renamed from:
Direct Marketing: An International JournalOnline date, start – end:
2010Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Cheng Lu Wang