How customers respond to social media advertising

Yang, Ping; Ke-fang, LI; Ji, Chunli

doi:10.1108/mip-09-2022-0397

Cited by 11 publications

(8 citation statements)

References 64 publications

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“…We are talking about the formation of value guidelines and their use in advertising. Based on a sociological survey, the mechanism of influence of the value of advertising in social networks on the reaction of consumers was determined, which affects, in particular, the processes of combating various kinds of discrimination [Yang, P., Li, K. and Ji, C. (2022), Thanomsing, C. and Sharma, P.…”

Section: Literature Reviewmentioning

confidence: 99%

Media Anti-Discriminatory Practices in War Conditions

Cherniavska

Tiapkina

Bondarenko

et al. 2023

KJHSS

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With the beginning of the full-scale military invasion of the Russian Federation into Ukraine, the media sphere became one of the priorities of the national struggle. In the conditions of a hybrid war, the Russian Federation actively used the media space for propaganda, inciting inter-ethnic enmity and forming electoral support among the population. However, with the beginning of a full-scale military invasion, propaganda and the creation of fake news were significantly activated, however, the official media resources of Ukraine by the formation of truthful and unbiased information, as well as the development of information policy. The fight against prejudiced attitudes towards Ukrainian refugees and forcibly displaced persons, attitudes towards the war and the political situation in Ukraine, psychological rehabilitation, and support for forcibly displaced persons both in Ukraine and abroad became new challenges. These priorities became the basis for the formation of an information policy on anti-discrimination measures in Ukraine and the international arena. The study developed a model for assessing priorities and a practical algorithm for their implementation in the face of new challenges. The research methodology is based on conducting a sociological survey to form a table of parameters of the results of factor evaluation. Based on the assessment, a priority function is formed, which can be displayed by implementing a graph-correlation model. The developed proposals have practical relevance in terms of searching for new forms of implementation of anti-discrimination policy in the media space in modern global challenges.

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Section: Literature Reviewmentioning

confidence: 99%

Media Anti-Discriminatory Practices in War Conditions

Cherniavska

Tiapkina

Bondarenko

et al. 2023

KJHSS

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“…Because customer engagement is a psychological state in the service experience process (Brodie et al, 2011), most scholars have used customer engagement as a mediator (e.g. de Silva, 2020; Rather et al, 2019;Yang et al, 2023). Therefore, to increase brand love, the degree to which gamification is introduced can be conceptualized as a marker of a service experience and brand perception for customers.…”

Section: Brand Lovementioning

confidence: 99%

How gamification elements benefit brand love: the moderating effect of immersion

Tsou,

Putra

2023

MIP

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PurposeA gamification approach uses game components in non-game services to increase customer engagement and loyalty. This study aims to investigate the relationships between gamification elements, customer engagement, immersion and brand love.Design/methodology/approachUsing the most popular gamification feature in Indonesian e-commerce, namely Shopee Games. The Snowball sampling technique was used. The data were collected from 355 Indonesians who played Shopee Games. AMOS 28.0 was used to analysis on the data.FindingsThe gamification elements of challenges, points and enjoyment positively influence customer engagement. Moreover, customer engagement positively influences brand love, which is increased by the moderation of immersion. In addition, customer engagement mediates the relationships between the gamification elements of challenges, points, enjoyment and brand love.Originality/valueThis study identifies the critical elements of gamification in e-commerce platforms. In addition, based on the S-O-R model, this study contributes to research on how customer engagement plays an intermediate variable in the gamification-brand relationship. As conceptual and empirical research on this topic is still underdeveloped, this study provides fresh insights into gamification-oriented brand marketing practices. It offers significant theoretical and managerial implications from an integrated perspective.

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“…A useful analogy is that CE can be understood as a long‐term relationship between a couple, whereas AE is more akin to a love affair, where passion and attraction are always key. Moreover, social media advertising has been shown to obtain prompt responses from consumers and, thus, has a mediating effect on customer engagement (Anubha & Shome, 2021; Herce‐Zelaya et al, 2020; Yang et al, 2023); influencers have been proven to be of value in this process (Abhishek & Srivastava, 2021). In this field, AI influencers can increase consumers' trust and drive their behaviours (Alboqami, 2023; Gwon & Seo, 2021; Sands et al, 2022; Youn & Jin, 2021).…”

Section: Introductionmentioning

confidence: 99%

Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda

Suraña‐Sánchez,

Aramendia‐Muneta

2024

Int J Consumer Studies

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This study, through a bibliometric analysis, aims to provide increased knowledge of the evolution and effects of artificial intelligence over the last 30 years in customer engagement and advertising engagement. Articles were gathered from three databases by using combinations of keywords (artificial intelligence, customer engagement, advertising engagement, marketing, machine learning, etc.). A set of inclusion/exclusion criteria were then applied to obtain the final sample. The final sample was made up of 190 peer‐reviewed articles. Three separate analyses were performed to test the sample. A performance analysis identified the articles' years of publication, contributions per country and the performance/output of the relevant journals. A data analysis created 10 clusters; these are examined in depth, and provide explanations of the evolution of the relevant scientific production. The study's findings offer a wide perspective of research undertaken to date, and identify possible research gaps. This research contributes to the marketing field by bridging a gap, through undertaking a bibliometric analysis, in the research about the impact of artificial intelligence on customer and advertising engagement over the years 1991 through 2022. It offers scholars and researchers ideas for future research.

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How customers respond to social media advertising

Cited by 11 publications

References 64 publications

Media Anti-Discriminatory Practices in War Conditions

Media Anti-Discriminatory Practices in War Conditions

How gamification elements benefit brand love: the moderating effect of immersion

Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda

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