Advertisers are continuously searching for new ways to persuade children, thereby fully integrating commercial content into media content, actively engaging children with the commercial content, and enlarging the amount of commercial messages a child is confronted with at one moment in time. This poses a challenge for how children cope with embedded advertising. This conceptual paper aims to develop a theoretically grounded framework for investigating how children process embedded advertising. More precisely, it sheds a light on previous research and conceptualizations of advertising literacy and provides suggestions for future research. In particular, attention is devoted to conceptual and methodological issues, as well as to 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 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, and their coping skills.
As chatbots have become increasingly popular over the past years, most social networking sites have recognized their far-reaching potential for commercial purposes. Their rapid and widespread usage warrants a better understanding. This study examines the effectiveness of chatbots on Facebook for brands. The study proposes and tests a model based on the Consumer Acceptance of Technology model (CAT-model) including three cognitive (i.e., perceived usefulness, perceived ease-of-use, and perceived helpfulness) and three affective (pleasure, arousal, and dominance; PAD-dimensions) determinants that potentially influence consumers' attitude toward brands providing a chatbot, and hence, their likelihood to use and recommend the chatbot (i.e., patronage intention). Structural equation modeling analyses show that two cognitive (i.e., perceived usefulness and perceived helpfulness) and all three affective predictors are positively related to consumers' attitude toward the chatbot brand. The findings further indicate that attitude toward the brand explained a significant amount of variation in consumers' patronage intention. Finally, all the significant determinants also have an indirect effect on patronage intention, mediated through attitude toward the brand. In conclusion, our findings hold valuable practical implications, as well as relevant suggestions for future research.
Chatbots on social networking sites are a recent innovation in computer-mediated marketing communication. In this study, 245 Facebook users between 18 and 35 years of age (M age = 25.97, SD = 4.92) were asked to order tickets for the movies through Cinebot, a Facebook chatbot specifically built for the study. Afterwards, they were asked to evaluate their experiences via an online survey. The first purpose of this article was to investigate whether and how perceived helpfulness and usefulness of a chatbot consulted on the Facebook Messenger platform affected perceived intrusiveness of chatbot-initiated advertising in a later stage. In a second analysis, the relation between perceived intrusiveness and patronage intentions (i.e. purchase and recommendation intention of the product) was investigated. In addition, the role of message acceptance as a mediator and perceived message relevance as a moderator in this latter model were explored. As, to the best of our knowledge, our study is the first to investigate chatbot advertising, our research findings may hold important managerial implications.
Political advertisers have access to increasingly sophisticated microtargeting techniques. One such technique is tailoring ads to the personality traits of citizens. Questions have been raised about the effectiveness of this political microtargeting (PMT) technique. In two experiments, we investigate the causal effects of personality-congruent political ads. In Study 1, we first assess participants’ extraversion trait by means of their own text data (i.e., by using a personality profiling algorithm), and in a second phase, target them with either a personality-congruent or incongruent political ad. In Study 2, we followed the same protocol, but instead targeted participants with emotionally-charged congruent ads, to establish whether PMT can be effective on an affect-based level. The results show evidence that citizens are more strongly persuaded by political ads that match their own personality traits. These findings feed into relevant and timely contributions to a salient academic and societal debate.
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