Effect of ambush marketing on attitude and purchase intention in the social media context: misidentification and identification

Lin, Yi-Hsiu; Chen, Chen-Yueh; Chou, Ya-Lun; Yeh, Chia-Jun

doi:10.1080/16184742.2020.1843514

Cited by 12 publications

(10 citation statements)

References 41 publications

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“…Furthermore, the study revealed the importance of interactivity between consumers and influencers, making brands accessible to consumers and helping in choosing the right product. Lin et al (2020) also assured that interactivity is positively related to influencers' authenticity and emotional attachment and directly affects brand trust.…”

Section: Discussionmentioning

confidence: 99%

Impact of Social Media Influencer Marketing On Youth Purchase Intentions in UAE

Radwan¹,

Mousa²,

Mohamed³

et al. 2021

Media Watch

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The study analyses how youth perceive social media Influencers and whether they affect their purchasing intentions and buying decisions. It also measure s influencers' attractiveness, expertise, and trustworthiness while communicating with consumers. In addition, the study explores the types of digital interaction with influencers, measures the impact of their online marketing activities on purchasing intentions, and finds differences between youth demographic segments. A total of 350 youth participants in the United Arab Emirates (UAE) completed an online survey evaluating influencers' characteristics, promotional videos, types of youth interaction with their content, and their impacts on purchasing intentions. The findings show that youth in UAE consider that influencers have positive personal appeals, traits, and information support to attract their followers and encourage them to purchase. Furthermore, the results reveal that influencers push youth to search for more information about the products and visit marketers' websites. Influencers' social media activities also affect youth's interests, desires, and purchase intentions by helping them assess the products.

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Section: Discussionmentioning

confidence: 99%

Impact of Social Media Influencer Marketing On Youth Purchase Intentions in UAE

Radwan¹,

Mousa²,

Mohamed³

et al. 2021

Media Watch

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“…This is due to the fast advancement of internet technology, leading people to be active on digital platforms, and relying on traditional mass media will not suffice to reach the target audience (Arora & Agarwal, 2020). Social media advertising has beneficial for a company as it can impact consumers psychologically, such as consumer attitude and implication to click the ad (C.-W. , perception and motivation to buy impulsively (Nasir et al, 2021), and intention to purchase a product/service being promoted (Lin et al, 2020).…”

Section: Theoretical Background Social Media Marketing and Advertisingmentioning

confidence: 99%

Designing Instagram Advertisement Content: What Design Elements Influence Customer Attitude and

Ramdani,

Belgiawan

2023

CMR

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Technology advancement has changed shopping activities from offline to online (O2O). Businesses must take advantage of digital technology to market their products by creating attractive visual advertising to acquire their consumers. This study empirically investigates purchase behavior and evaluation of Instagram content ads from the visual elements of advertising (color, product image, design, and typography). A total of 496 online consumers participated in the survey. The findings further show that, except for color, all visual elements of advertising directly affect consumer attitude. Our results also confirm that actual purchases are formed by attitudes and purchase intentions. Theoretically, this study furthers the literature on consumer behavior, social media advertisement, and digital marketing. Moreover, it provides practical insights into designing attractive advertisement content on Instagram, which benefits marketers and content/graphic designers.

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“…In terms of context-related factors, we propose that video length critically influences the impact of technology affordances on user cognitive responses. TikTok's popularity is substantially due to its short-format content, which likely relates to people's increasingly short attention spans (Lin et al, 2020). Thus, short-format content might contribute to the technology's effects, especially in terms of how the content is presented.…”

Section: 23mentioning

confidence: 99%

How TikTok leads users to flow experience: investigating the effects of technology affordances with user experience level and video length as moderators

Zhao

Wagner

2022

INTR

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PurposeAlthough the short-video-based application TikTok and its AI-enhanced technology have achieved enormous success and reshaped the user experience, few studies have focused on the user experience in the TikTok context. This study adopts a technology affordance theory lens to identify the main mechanisms contributing to the user experience in the short-video platform context while including user experience level and video length as moderating effects.Design/methodology/approachThis study collected 401 valid questionnaires from TikTok users and used the structural equation modeling approach to examine the proposed research model.FindingsThree technology affordances (perceived effortlessness, perceived recommendation accuracy, and perceived recommendation serendipity) contribute to TikTok users' optimal flow experience. Multi-group analysis results further indicate that individuals react differently to the same stimuli as their experience level increases. Finally, video length critically influences the impact of technology affordances on users' cognitive responses.Originality/valueAs a burgeoning industry, the mechanisms enabling short-video platforms to engage users remain unclear to practitioners and researchers. Thus, this study's technology affordance lens provides necessary insights into how TikTok's innovative and advanced technologies contribute to user flow experience from a context-dependent perspective. Furthermore, given that most existing studies have neglected possible variations in user preferences when investigating the effects of technology, this study enriches the existing literature by employing user experience level and video length as moderators.

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Effect of ambush marketing on attitude and purchase intention in the social media context: misidentification and identification

Cited by 12 publications

References 41 publications

Impact of Social Media Influencer Marketing On Youth Purchase Intentions in UAE

Impact of Social Media Influencer Marketing On Youth Purchase Intentions in UAE

Designing Instagram Advertisement Content: What Design Elements Influence Customer Attitude and

How TikTok leads users to flow experience: investigating the effects of technology affordances with user experience level and video length as moderators

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