Redefining advertising in research and practice

Kerr, Gayle; Richards, Jef I.

doi:10.1080/02650487.2020.1769407

Cited by 44 publications

(20 citation statements)

References 28 publications

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“…However, advertising is a very dynamic field that will continue to evolve (Taylor and Carlson, 2021). The Internet and new media have changed individuals' habits and the way they interact with advertising messages, leading to a new definition of advertising by Kerr and Richards (2020). As presented in the review about the advertising by Taylor and Carlson (2021), the new definition of advertising by Kerr and Richards (2020) emerged: "advertising is paid, owned, and earned mediated communication activated by an identifiable brand and intent on persuading the consumer to make some cognitive, affective, or behavior change, now or in the future."…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…The Internet and new media have changed individuals' habits and the way they interact with advertising messages, leading to a new definition of advertising by Kerr and Richards (2020). As presented in the review about the advertising by Taylor and Carlson (2021), the new definition of advertising by Kerr and Richards (2020) emerged: "advertising is paid, owned, and earned mediated communication activated by an identifiable brand and intent on persuading the consumer to make some cognitive, affective, or behavior change, now or in the future." The authors stated that digital growth allows the disruption of traditional advertising leading to five major consequences: "(1) changes in consumer empowerment and connectedness; (2) multi-platform media consumption and the inclusion of paid, owned, and earned media in advertising decisions;…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Data-driven digital advertising: benefits and risks of online behavioral advertising

Aiolfi

Bellini

Pellegrini

2021

IJRDM

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PurposeThe research aims to investigate how individuals can be persuaded to make purchases through repeated and personalized messages. Specifically, the study proposes a framework of the potential benefits and risks of the online behavioral and data-driven digital advertising (OBA), which can help researchers and practitioners to better understand shopping behavior in the online retailing setting. In addition, the research focuses on the role of privacy concerns in affecting avoidance or adoption of OBA.Design/methodology/approachThe authors apply a structural equation modeling (SEM) approach with partial least square (PLS) regression method to test the research hypotheses through data coming from a structured questionnaire.FindingsOBA is a controversial type of advertising that activates opposing reactions on consumers' perspective. Specifically, acceptance of the OBA is positively related to relevance, usefulness and credibility of the personalized advertisements, while the intention to avoid personalized ads is strictly related to the privacy concerns. Consequently, OBA acceptance and avoidance affected the click intention on the ad and the behavioral intention that are decisive for the success of data-driven digital advertising.Originality/valuePrior research came up with complex theoretical frameworks that explain antecedents of OBA focusing only on ethical issues in marketing, on the effectiveness of a single OBA campaign or on how to create a successful advertising campaign. However, no study focuses on the intended or actual behavior of shoppers. Specifically, filling the gap in the existing literature, our research applies an SEM approach to identify both benefits and risks and the antecedents of the actual behavior of individuals in terms of actual purchases promoted by OBA.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Data-driven digital advertising: benefits and risks of online behavioral advertising

Aiolfi

Bellini

Pellegrini

2021

IJRDM

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“…This differentiation occurs with the change of the features specific to the advertisement with the Industry 4.0 period. Advertising is no longer 'impersonal' and 'paid' (Kerr and Richards, 2020). The widespread use of internet-based technologies underlies the changes experienced.…”

Section: Literature Reviewmentioning

confidence: 99%

Türkiye’de Endüstri 4.0 Döneminde Reklamcılığın Yol Haritasına Yönelik Bir Çalışma

Şener

Coşkun

2021

Akdeniz Üniversitesi İletişim Fakültesi Dergisi

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Sanayileşme süreçleri teknolojinin gelişimi ile birlikte belirli periyotlar halinde gelişim ve değişim göstermektedir. Günümüzde yapay zekaya sahip makinelerin var olduğu, ileri seviyelerde bağlantısallığın sağlandığı ve ileri teknoloji video teknolojilerinin kullanılmakta olduğu bir dönem olan Sanayi 4.0 kavramından söz edilmektedir. Bu teknolojilerin gelişim göstermesi ile insanoğlu daha önceki sanayi dönemlerinde olduğu gibi üretim sektöründen hizmet sektörüne teknoloji transferi sağlamaktadır. Bu dönemde endüstride geliştirilen teknolojiler reklamcılık alanında da uygulanmaya başlanmıştır. Reklamcılık alanına yeni teknolojilerin girmesiyle birlikte reklam teknolojilerinde, reklam türlerinde, reklam medyasında, reklam yöntemlerinde ve reklamın uygulama alanlarında inovatif değişiklikler beklenmektedir. Bu araştırmada da endüstri 4.0 ile birlikte anılan teknolojilerin reklamcılık endüstrisini nasıl değiştireceğini ve geliştireceğini öngörerek, geleceğe yönelik bir yol haritası oluşturulması hedeflenmektedir. Bu kapsamda, yol haritasının oluşturulabilmesi amacıyla reklam uzmanlarından üç aşamadan oluşan Delphi anketi yöntemi kullanılarak veri toplanmıştır. Çalışma kapsamında elde edilen veriler ile reklamcılık alanında endüstri 4.0 ile yaşanan gelişmelerin yansımalarına değinilmiş ve reklamcılığın gelecek yol haritası oluşturulmuştur. Bu doğrultuda yaşanacak değişimlerin reklam endüstrisinde teknolojik altyapıya uyum ve tüketicilerin değişen ihtiyaç ve beklentilerine yanıt verme konuları olduğu sonucuna varılarak, reklam teknolojisinde yaşanacak değişikliklerde öne çıkan konuların kişiselleştirilmiş reklamlar, bölgeye özel reklamlar, duyulara hitap eden reklamlar ve artırılmış veya sanal gerçeklik reklamları olacağı sonucuna varılmıştır. Çalışma çıktılarının reklam profesyonelleri ve uygulayıcılarının gelecekteki değişikliklere hazırlanmasına yol gösterici olması ve geleceğin reklam araştırmalarına ışık tutması beklenmektedir.

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“…The persuasive function of advertising manifests itself in verbal and non-verbal messages and the way that communicated messages are allocated in media (organizational components, e.g., time, place, and frequency of transmissions). All these components-directly, indirectly, and latently-aim to affect consumer behavior and market decisions [30,34,[48][49][50][51][52]. We stress these elements because they are the subject of our research on internet users' perception of advertising and the identification of latent variables in advertising perception [27,31,[53][54][55].…”

Section: Previous Literature and Researchmentioning

confidence: 99%

Empirical Identification of Latent Classes in the Assessment of Information Asymmetry and Manipulation in Online Advertising

Sanak-Kosmowska

Wiktor

2020

Sustainability

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This study’s purpose was to perform an identification analysis of the latent class in assessing information asymmetry and manipulation in online advertising. The title problem fits into the current research on sustainability with the focus on sustainable advertising and the role of modern marketing. This article presents the results of a quantitative study (N = 138) conducted among young Poles. The obtained data were subjected to latent class analysis, which allowed for three groups of respondents to be distinguished. It turned out that the respondents differ from each other in terms of susceptibility to manipulation by online advertising and the awareness thereof, which is clearly distinguished by hidden variables. Therefore, in the discussion on information asymmetry in advertising, we should take into account the obvious demographic variables and the factors that respondents often do not declare in surveys and interviews.

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Redefining advertising in research and practice

Cited by 44 publications

References 28 publications

Data-driven digital advertising: benefits and risks of online behavioral advertising

Data-driven digital advertising: benefits and risks of online behavioral advertising

Türkiye’de Endüstri 4.0 Döneminde Reklamcılığın Yol Haritasına Yönelik Bir Çalışma

Empirical Identification of Latent Classes in the Assessment of Information Asymmetry and Manipulation in Online Advertising

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