Enhancing Targeted Advertising with Social Context Endorsement

Li, Yung-Ming; Lin, Lien-Fa; Chiu, Shih-Wen

doi:10.2753/jec1086-4415190103

Cited by 41 publications

(23 citation statements)

References 30 publications

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“…The influential power of interactive marketing strategies, especially through social context endorsement (friends of endorsers on SNS or electronic word-of-mouth), has been well documented in the marketing research field. An experiment conducted to compare the effectiveness of various Facebook advertisements, including online banner advertisements and advertisements with the names of friends who were also fans on the Facebook page, revealed that the latter worked better in enhancing users’ impressions of the product [ 56 ]. It has also been revealed by advertising researchers that consumers are more likely to reject advertisements if marketers explicitly show their persuasive motives.…”

Section: Discussionmentioning

confidence: 99%

The Effects of Digital Marketing of Unhealthy Commodities on Young People: A Systematic Review

et al. 2018

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The marketing of unhealthy commodities through traditional media is known to impact consumers’ product attitudes and behaviors. Less is known about the impacts of digital marketing (online promotional activities), especially among young people who have a strong online presence. This review systematically assesses the relationship between digital marketing and young people’s attitudes and behaviors towards unhealthy commodities. Literature was identified in June 2017 by searches in six electronic databases. Primary studies (both qualitative and quantitative) that examined the effect of digital marketing of unhealthy food or beverages, alcohol and tobacco products on young people’s (12 to 30 years) attitudes, intended and actual consumption were reviewed. 28 relevant studies were identified. Significant detrimental effects of digital marketing on the intended use and actual consumption of unhealthy commodities were revealed in the majority of the included studies. Findings from the qualitative studies were summarized and these findings provided insights on how digital marketing exerts effects on young people. One of the key findings was that marketers used peer-to-peer transmission of messages on social networking sites (e.g., friends’ likes and comments on Facebook) to blur the boundary between marketing contents and online peer activities. Digital marketing of unhealthy commodities is associated with young people’s use and beliefs of these products. The effects of digital marketing varied between product types and peer endorsed marketing (earned media) may exert greater negative impacts than owned or paid media marketing.

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Section: Discussionmentioning

confidence: 99%

The Effects of Digital Marketing of Unhealthy Commodities on Young People: A Systematic Review

et al. 2018

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“…And some research [5,7] argued that advertising strategies like social context and sponsored stories in SNSs are more effective than traditional approaches. However, Li et al [45,46] suggested that there existed some challenges for SNS advertisements: (1) the way selected an appropriated celebrity is always a problem (2) it is hard to recommend new items when there are no related comments or rating records (3) the intent of consumers on SNSs is not to purchase products and (4) the social context attached to the advertisements can't resonate with the audience sufficiently and powerfully. So it could also induce advertising avoidance easily in social media.…”

Section: Advertising In Snssmentioning

confidence: 99%

An Exploratory Study for Perceived Advertising Value in the Relationship Between Irritation and Advertising Avoidance on the Mobile Social Platforms

Wei

An³

2019

Proceedings of the Annual Hawaii International Conference on System Sciences

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This study delves deeply into advertising avoidance research and redefines the uses and gratifications theory (U&G) as divided into (a) convenience U&G, (b) content U&G, and (c) social U&G to conduct an approach to alleviate the degree of advertising avoidance on the mobile social platforms. To carefully study the forming framework of advertising avoidance, we extract the factor irritation considered to directly impact on avoidant intention induced by perceived intrusiveness and privacy concerns. As an important previous factor in advertising research, we also test the moderating effect of perceived advertising value between irritation and advertising avoidance. Findings show that ubiquity takes a negative role on mobile social platforms and tailoring also takes different roles on perceived intrusiveness and privacy concerns; unfortunately, content U&G consist of advertising informativeness and entertainment didn't find any significant effect; in contrast with previous study, social U&G as social interaction and social integration also show some different roles but is ambiguous. However, the positive relationship of perceived intrusiveness, privacy concerns, irritation, and advertising avoidance has been confirmed again although with a pity of insignificant moderating effect of perceived advertising value. Management issues, theoretical contributions, limitations and future study are discussed as follow.

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“…For example ;Chang, Chen, and Tan (2012), and Lee and Hong (2016) used the construct of purchase intention to explain ads' effectiveness. On the other hand, Li, Lee, and Lien (2012) and Li, Lin and Chiu (2014) used the construct of click-through-rate to explain ads effectiveness. Moreover, Vooroveld and van Noort (2014), and Wang and Huang (2017) used cognitive response attitude as a construct to explain ads' effectiveness.…”

Section: Defining the Main Constructsmentioning

confidence: 99%

“…We need to keep our eyes on these constructs to confirm their effects on SNSs users' response, and to gain more insights about the refused once. For example, celebrity endorsement as social context ads has a positive influence on the online users' impression towards SNSAs (Hadija, Barnes & Hair, 2012;Li, Lee & Lien, 2012;Li, Lin & Chiu, 2014). However, when it moderated the effect of sponsored Facebook ads on the users' persuasion knowledge, it causes SNS's users to develop distrusting beliefs about that post, which in turn decreases their intention to engage in eWOM (Boerman, Willemsen and Van Der Aa, 2017).…”

Section: Unconfirmed Constructsmentioning

confidence: 99%

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Consumers' Responses to Ads on Social Networking Sites: A Systematic Literature Review (Slr)

Deraz¹

2019

17th International Conference on E-Society 2019

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A consequence of the growing number of the studies concerning ads on social networking sites, and the failure to provide an in-depth analysis of that stream of research is the need to adopt systematic approaches to assess and aggregate research outcomes. This article presents an up-to-date review of peer-reviewed relevant articles to consumers' responses to advertisements on SNSs. It helps to identify 100 relevant studies published in the period 2009-2017 from different management and social science fields; including marketing, advertising, communication, social science, and relationship management. It reflects six predominate research trends; 1) Antecedents of acceptance or avoidance of ads 2) Consumers' perception and assessment of ads' value 3) consumers' attitude towards ads 4) Consumers' purchase intention 5) Consumers' referral mechanism, and 6) Benefits gained. Also, the topics researched and major results, year of publication, journal, theoretical framework, research method, sampling, and means of analysis were examined for each article. It helps to provide an objective summary of research evidence on the antecedents of consumers' responses to ads on social networking sites. It concludes by offering an agenda for future studies.

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Enhancing Targeted Advertising with Social Context Endorsement

Cited by 41 publications

References 30 publications

The Effects of Digital Marketing of Unhealthy Commodities on Young People: A Systematic Review

The Effects of Digital Marketing of Unhealthy Commodities on Young People: A Systematic Review

An Exploratory Study for Perceived Advertising Value in the Relationship Between Irritation and Advertising Avoidance on the Mobile Social Platforms

Consumers' Responses to Ads on Social Networking Sites: A Systematic Literature Review (Slr)

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