Impact of message design on banner advertising involvement and effectiveness: An empirical investigation

Namin, Aidin; Hamilton, Mitchell; Rohm, Andrew J.

doi:10.1080/13527266.2017.1393767

Cited by 40 publications

(27 citation statements)

References 25 publications

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“…Studies on the issue have found that animations and videos are more vivid than pictures and text-only posts and the use of photos and videos garners more attention than text-only posts [41,42,45]. Similarly, the literature on web advertising also indicates that banner ads with highly vivid content (e.g., animations) are more effective in attaining higher click-through rates and greater advertising involvement [41,45,46]. Several studies on social media have also observed a similar positive relationship between vivid content and interactions [10,11,15,16,47].…”

Section: The Creative Format Of Posts (Vividness and Interactivity)mentioning

confidence: 99%

How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

Aydın

Uray

Silahtaroğlu

2021

JTAER

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This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were found to be instrumental in influencing engagement levels, indicating that more than one formula is needed for effective social media management. The range and depth of the post-related factors (e.g., image type, video length, kind of interactivity) considered go far beyond those found in the significant majority of similar studies. Moreover, the unique setting and the novel data analysis algorithms applied set this study apart from similar ones.

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Section: The Creative Format Of Posts (Vividness and Interactivity)mentioning

confidence: 99%

How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

Aydın

Uray

Silahtaroğlu

2021

JTAER

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“…People immerse in thousands of advertising content in their daily lives, such as television commercials, and banner advertising embedded in webpages (Boateng, 2016;Burns & Lutz, 2006). The most important and widely used online advertising type is banner advertising (Cho & Cheon, 2004;Namin et al, 2020). A banner advertising (which typically contains 468×60 pixels, is embedded in the host websites and cannot be closed) intended to attract viewers flow to another website by animation, sound, and video (Faber et al, 2004;Hussain, Ferdous, & Mort, 2018).…”

Section: Literature Review Online Advertising and Avoidance Behaviormentioning

confidence: 99%

“…It is interesting to understand how to increase viewers' advertising viewing. For example, previous studies have discussed the influence of size and dynamic of advertising (Kuisma, Simola, Uusitalo, & Öörni, 2010), the placement of advertising (Faber, Lee, & Nan, 2004;Kim, Youn, & Yoon, 2019) and the content and design (Belanche et al, 2017;Namin, Hamilton, & Rohm, 2020) on click-through rate and purchase intention (Baltas, 2003). Moreover, when banner advertising is consistent with the website context, it will induce more favorable towards the advertising (Romaniuk & Wight, 2009).…”

Section: Introductionmentioning

confidence: 99%

Using Eye-Tracking to Measure the Influence of Banner Ads’ Browsing Behavior and Attitude on Host Websites

Chiu

Chang

2020

CMR

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This study used the spillover effects and the reversal theory to examine the impact of website banner on the advertising attitude. This study recruited 146 volunteers to test on a computer program with an eye-tracking device. All participants' eye movements data were recorded and analyzed, and this study also used a psychological scale to measure the participants' attitudes. Results showed that if an advertising banner arouses the viewer's negative attitude, the negative attitude does spill over to the host website. When a viewer has a negative attitude toward a host website, his/her fixation time and revisits intention of the host website will significantly reduce. These findings not only help advertisers in planning advertising strategies but also provide some valuable implications for the website developers.

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“…In any case, consumers engage in co-production when the purchase situation is advantageous for doing so – that is, when the consumer can attain greater value through co-production, then the consumer is likely to co-produce when that option is available (Etgar, 2008). Co-production has been shown to enhance consumer responses in many contexts, including media communication (Bacile et al , 2014; Namin et al , 2017a) and services (Chathoth et al , 2013; Jung and Yoo, 2019; Namin, 2017; Pacheco et al , 2017; Torres et al , 2018), as well as goods.…”

Section: Literature Reviewmentioning

confidence: 99%

Co-production or DIY: an analytical model of consumer choice and social preferences

Dargahi

Namin

Ketron

2020

JPBM

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Purpose The purpose of this paper is to demonstrate how consumers choose among three different options offered by a firm in a monopolistic setting, namely, to buy a standard product with a non-customizable design, to ask the firm to customize a product using the consumer’s ideal design or to do the entire design task by themselves. The authors also investigate how social preference intensity and the possibility of reselling a product influence a consumer’s decision. Design/methodology/approach The authors develop an analytical (game theoretical) consumer choice framework and incorporate a psychological factor into the model. The authors also empirically validate the analytical findings using simulations. Findings The authors find that as social preference intensity increases, the number of co-producers can either decrease or increase. The authors offer a closed-form solution and interval graphs showing that when the setup price is large (small), the proportion of the market that chooses to do-it-yourself (DIY) is large (small) and an increase in social preference intensity leads to a decrease (increase) in co-production. Originality/value This is the first paper to incorporate a social factor into an economic model in a consumer behavior setting. It is also the first paper to explain how customers’ preferences among possible options, such as DIY (without the firm’s help), co-production (with the firm’s help) and a standard product might change while considering other people’s preferences, as well as given associated costs.

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Impact of message design on banner advertising involvement and effectiveness: An empirical investigation

Cited by 40 publications

References 25 publications

How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

Using Eye-Tracking to Measure the Influence of Banner Ads’ Browsing Behavior and Attitude on Host Websites

Co-production or DIY: an analytical model of consumer choice and social preferences

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