Persuasive content development

Poong, Yew Siang; Yamaguchi, Shinobu; Takada, Jun‐ichi

doi:10.1145/2559206.2581259

Cited by 4 publications

(2 citation statements)

References 7 publications

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“…Research in psychology suggests that negative emotions, such as fear, disgust, and threat, can be very compelling (Nabi, 1999;Poong, Yamaguchi, & Takada, 2014;Tomkins, 1984). Prior work shows that commerce message has unique trust elements relative to noncommerce content (Wu, Zhao, Zhu, Tan, & Zheng, 2011), which makes brand advertising possibly effect in short form advertising (Mimi Zhang, Jansen, & Chowdhury, 2011).…”

Section: Emotion and Persuasionmentioning

confidence: 99%

Which Message? Which Channel? Which Customer? - Exploring Response Rates in Multi-Channel Marketing Using Short-Form Advertising

Marzouk

Salminen

Zhang

et al. 2021

Data and Information Management

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Formulating short-form advertising messages with little ad content that work and choosing high-performing channels to disseminate them are persistent challenges in multichannel marketing. Drawing on the persuasive systems design (PSD) model, we experimented with 33,848 actual customers of an international telecom company. In a real-life setting, we compared the effectiveness of three persuasion strategies (rational, emotional, and social) tested in three marketing channels (short message service (SMS), social media advertising, and mobile application), evaluating their effect on influencing customers to purchase international mobile phone credits. Results suggest that companies should send rational messages when using short-form advertising messages regardless of the channel to achieve higher response rates. Findings further show that certain customer characteristics are predictive of positive responses and differ by channel but not by message type. Findings from crowdsourced evaluations also indicate that people noticeably disagree on what persuasive strategy was applied to these short messages, indicating that consumers are not well-equipped to identify persuasive strategies or that what advertisers see as a “pure” strategy actually involves elements from multiple strategies as interpreted by consumers. The results have implications for the theoretical understanding of persuasive short-form commercial messaging in multichannel marketing and practical insights for advertising within a limited amount of space and attention afforded by many digital channels.

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Section: Emotion and Persuasionmentioning

confidence: 99%

Which Message? Which Channel? Which Customer? - Exploring Response Rates in Multi-Channel Marketing Using Short-Form Advertising

Marzouk

Salminen

Zhang

et al. 2021

Data and Information Management

View full text Add to dashboard Cite

show abstract

“…For instance, Feenstra et al (2014) have studied the influence of the adolescent bicycle safety education program on concepts derived from PMT. Poong et al (2015) have addressed the need to systematically design learning content prepared according to PMT to promote world heritage site preservation awareness, while the effectiveness of integrating exergaming into physical education classes as a program for communicating health education messages based on PMT was examined by Lwin and Malik (2014).…”

Section: Protection Motivation Theory In the Educational Contextmentioning

confidence: 99%

Examining the roles of students' beliefs and security concerns for using smartwatches in higher education

Al-Emran

Granić

Al-Sharafi

et al. 2020

JEIM

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PurposeDespite the increased use of wearables in education, little attention has been paid to why some students are more likely to adopt smartwatches than others. The question of what impacts the adoption of smartwatches in educational activities is still neglected. In addition, the question of how security determinants can affect the adoption of smartwatches by students has not been addressed yet. Hence, this study aims to develop a theoretical model by integrating the technology acceptance model (TAM) and protection motivation theory (PMT) to study students' adoption of smartwatches for educational purposes.Design/methodology/approachQuestionnaires were distributed to university students in Malaysia. A total of 679 valid responses were collected. The collected data were analyzed using partial least squares-structural equation modeling (PLS-SEM).FindingsThe results of data analysis provide support for the proposed model. Furthermore, the findings indicated that perceived vulnerability, self-efficacy, response efficacy, response cost, ease of use and perceived usefulness have significant effects on students' behavioral intention to use smartwatches for educational purposes. In addition, perceived ease of use of smartwatches for educational purposes helps students to realize the benefits of this technology.Originality/valueThis is an original study that develops a new holistic theoretical model by combining the PMT and TAM to study the effects of ease of use, usefulness and security-related factors on the adoption of smartwatches for educational purposes. The study offers practical implications for universities and higher education institutions to improve students' learning experiences to ensure their sustainability using new and innovative ways by exploiting new technologies such as smartwatches.

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Which message? Which channel? Which customer? Exploring response rates in multi-channel marketing using short-form advertising

Marzouk

Salminen

Zhang

et al. 2022

Data and Information Management

View full text Add to dashboard Cite

Persuasive content development

Cited by 4 publications

References 7 publications

Which Message? Which Channel? Which Customer? - Exploring Response Rates in Multi-Channel Marketing Using Short-Form Advertising

Which Message? Which Channel? Which Customer? - Exploring Response Rates in Multi-Channel Marketing Using Short-Form Advertising

Examining the roles of students' beliefs and security concerns for using smartwatches in higher education

Which message? Which channel? Which customer? Exploring response rates in multi-channel marketing using short-form advertising

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