Advertising value and credibility transfer: attitude towards web advertising and online information acquisition

Zha, Xianjin; Li, Jing; Yan, Yalan

doi:10.1080/0144929x.2014.978380

Cited by 78 publications

(50 citation statements)

References 59 publications

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“…Taylor et al (2011) found that informativeness had a positive effect on the attitude toward social network ads and that men gave more importance to informativeness than women did. Other studies found that informativeness had a positive effect on social network advertising value (Dao et al, 2014;Logan et al, 2012), on the value of web advertising (Bevan-Dye, 2013; Zha, Li, & Yan, 2015), on perceived advertising value and attitude toward e-mail marketing (Hag, 2009), on attitude toward mobile advertising (Chowdhury, Parvin, Weitenberger, & Becker, 2006) and on YouTube ad value (Dehghani et al, 2015). Yang et al (2017) investigate consumer attitudes toward advertising via YouTube found that informativeness has a positive effect on purchase attitude.…”

Section: Informativenessmentioning

confidence: 96%

“…YouTube ads' entertainment and trendiness can be described as the fun and popularity of advertising content for the audience. Studies have shown that entertainment has a positive effect on web advertising value (Brackett & Carr, 2001;Ducoffe, 1995;Ducoffe, 1996;Taylor et al, 2011) on mobile advertising value (Bevan-Dye, 2013; Haghirian et al, 2005;Tsang et al, 2004;Zha et al, 2015). and on social network advertising value (Dao et al, 2014;Logan et al, 2012).…”

Section: Entertainment and Trendinessmentioning

confidence: 99%

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YouTube advertising value and its effects on purchase intention

Firat

2019

JGBI

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This study investigated the factors that affect the YouTube advertising value and its effect on purchasing intention. The data were gathered through a 52-item questionnaire administered to YouTube users (n = 420). Multiple regression analysis determined the effect of the factors on YouTube advertising value, and simple regression analysis determined the effect of its value on purchasing intention and ANOVA test was run to determine the differences of demographic groups via YouTube ads value. The findings indicated that informativeness and entertainment and trendiness had a positive effect on YouTube advertising value; however, irritation had a negative effect. In addition, the findings showed that YouTube advertising value had a positive effect on purchasing intention. Also, the study examined whether YouTube advertising value factors differ according to demographic variables. The findings indicated that some of demographic factors differ via YouTube ads. The theoretical and managerial implications of these findings are discussed.

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Section: Informativenessmentioning

confidence: 96%

Section: Entertainment and Trendinessmentioning

confidence: 99%

YouTube advertising value and its effects on purchase intention

Firat

2019

JGBI

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“…The credibility of the person appearing in the advertisement is a significant factor (Zha et al, 2015). Others while substantiating the relationship between credibility and attitude towards adverting observed that credibility of the endorser positively influences attitude towards advertising (Wu et al, 2016;Yang et al, 2013).…”

Section: Discussion and Conclusion Discussionmentioning

confidence: 97%

“…Studies found that the former is more credible than the later (Ji, Michaels, & Waterman, 2014). Besides the factors discussed above, the credibility of the person appearing in the advertisement is a significant factor in advertising (Zha, Li, & Yan, 2015). Others while substantiating the relationship between credibility and attitude towards advertising observed that credibility of the endorser positively influences attitude towards advertising (Wu et al, 2016;Yang, Kim, & Yoo, 2013).…”

Section: Credibility and Attitudementioning

confidence: 97%

Consumer's Attitude towards Ramadan Advertising

Ansari¹,

Khalid²,

Jalees³

et al. 2017

SAJMS

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Advertising in the Ramadan is at peak in Pakistan and other Muslim countries. It now resembles other festival theme based advertising. In view of the lack of the studies on the issue, this study has adopted the constructs commonly used in measuring attitude towards advertising. The adopted questionnaire was administered to a population of 320, and the valid sample size was 303. After ascertaining normality, validity and reliability, initially overall model was tested through multiple regressions. Subsequently hypotheses were tested separately through simple regression. The study found that entertainment, information, credibility and good for economy and irritation positively influences consumers' attitude towards advertising. The study has validated all the results, except irritation. This relationship is positive in this study but is inconsistent to earlier studies that found negative relationship between irritation and attitude. Media industry will benefit from the finding of this study in developing right communication strategy on Ramadan Theme advertising. This study has not explored the effects of demographic factors and moderating effect of different media, which could be incorporated in future research.

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“…Online advertising has been constantly on the growth and its revenues have exceeded the level of $20 billion yearly (Shaouf, Lü & Li, 2016). In China in 2011 web advertising surpassed the newspaper advertising revenue for the first time ever (Zha, Li & Yan, 2015), while it is predicted that in 2019 digital ad spending will exceed traditional in the USA (eMarketer, 2019). In Serbia the value of the digital advertising market amounted to €18.16 million in 2014 (Filipovic, 2017, p. 80).…”

Section: Introductionmentioning

confidence: 99%

Update of the Crawl, Walk, Run Methodology Framework

Filipović

2019

FU Econ Org

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This study updated the Crawl, Walk, Run methodology framework (CWRM) for the current digital marketing circumstances, observed in the context of the artistic community in virtual space. Four main premises of CRWM have been considered in order to address the effectiveness of online campaigns based on the laddering support through tiers of engagement (personal, social, advocating); empowering super users; providing source materials for user-generated content; and using tools people are familiar with. The analysis was performed on the data collected from the online community which has operated for 43 days. Data on the number of registered users, their interactions with web site content and showcased artworks were gathered. The specific online platform was created for the purpose of this research and the campaign for its promotion was conducted both in Serbia and globally. The materials for direct communications (email, instant messaging), social media promotion (social networks, blogs) and public relations (articles in online and traditional media) were created. CRWM was proved to be efficient framework for the establishment of online presence of the artistic community. However, we propose that social networks should be introduced in the stage three instead of in the stage four, due to the increase of their applications compared to the time when the CRWM was formulated. All activities once they start should be maintained and performed throughout the campaign lifetime. This study represents one of the first efforts aimed at updating of the CRWM theoretical framework and provides business community with hands-on solutions in modern digital marketing.

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Advertising value and credibility transfer: attitude towards web advertising and online information acquisition

Cited by 78 publications

References 59 publications

YouTube advertising value and its effects on purchase intention

YouTube advertising value and its effects on purchase intention

Consumer's Attitude towards Ramadan Advertising

Update of the Crawl, Walk, Run Methodology Framework

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