Stay Away From Me

Baek, Tae Hyun; Morimoto, Mariko

doi:10.2753/joa0091-3367410105

Cited by 373 publications

(222 citation statements)

References 54 publications

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“…La tecnología posibilita huir más fácilmente de la publicidad (Baek & Morimoto, 2012). De entre todos los medios, la televisión es el medio más afectado por este rechazo (Dix & Phau, 2010).…”

Section: Introductionunclassified

Formatos y sectores en el branded content musical: videoclip y moda, pop stars de la musicidad

Sánchez-Olmos

2018

MEDCOM

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Esta investigación profundiza en las relaciones entre la música y la publicidad y más concretamente analiza los contenidos o branded content musical producidos por marcas. El análisis de relación entre la música y la publicidad establece a priori una relación simbiótica que plantea un reto: la necesidad de crear el concepto musicidad para explicar cómo y por qué las marcas utilizan la música como vehículo de conexión con una audiencia que rechaza la publicidad convencional. Para ello, observamos qué tipos de sectores producen música y qué forma tienen los contenidos creados por las marcas. Con el objetivo de alcanzar el reto, seleccionamos una muestra de 165 contenidos musicales puestos en circulación por cien marcas distintas entre 2009 y 2013 y aplicamos un análisis cualitativo y cuantitativo. La investigación arroja resultados interesantes. Por un lado, las marcas apuestan por el videoclip como formato para conectar con los consumidores. Por otro lado, las marcas de moda son las más activas en la creación de contenidos musicales. Por último, se demuestra cómo las marcas se han introducido en el negocio de la industria de la música a través de la producción de contenidos musicales y de entretenimiento.

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Section: Introductionunclassified

Formatos y sectores en el branded content musical: videoclip y moda, pop stars de la musicidad

Sánchez-Olmos

2018

MEDCOM

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“…Baek and Morimoto's (2012) five item scale measuring attitudes toward personalized advertising was used to measure participants' attitudes about the advertisement presented to them based on their personal data in the experimental setting. Respondents were asked to rate their level of agreement with a series of statements based on the advertisement they were just exposed to on 7-point scale, ranging from 1(strongly disagree) to 7 (strongly agree).…”

Section: Methodsmentioning

confidence: 99%

Juxtaposing the persuasion knowledge model and privacy paradox: An experimental look at advertising personalization, public policy and public understanding

Brinson¹,

Eastin²

2016

Cyberpsychology

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Recent studies suggest the expanding collection and use of big data by advertisers to target messages to consumers based on their location, demographics and online behaviors is escalating information privacy (Castro, 2011). However, less than 37% of U.S. Internet users are familiar with the AdChoices Icon (eMarketer, 2015), and 52% incorrectly believe that privacy policies ensure the confidentiality of their personal information (Pew, 2014). To examine the complexities of the privacy paradox, the present study utilizes a 2x2x2 experiment (N = 382)

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“…A more recent study by Baek and Morimoto [4] suggest that there are three determinants of advertisement avoidance: privacy concerns, advertisement irritation and perceived personalization. Privacy concerns and ad irritation increase advertisement avoidance whereas increased personalization was found to decrease avoidance.…”

Section: Advertising Intrusiveness Reactance and Avoidancementioning

confidence: 99%

“…Typical causes for increased intrusiveness and irritation are loud and disturbing advertisements or advertisements that are placed in a distracting way [18]. E-mail marketing and pop-up advertisements are frequent examples of intrusive online advertising [4,12].…”

Section: Advertising Intrusiveness Reactance and Avoidancementioning

confidence: 99%

“…However, personalized advertisements may result in advertisement reactance and ultimately avoidance among consumers because targeted recommendations may be perceived as too intrusive [4,11]. Advertising literature has extensively studied advertisement intrusiveness [e.g., 12,18] but research on intrusiveness of personalized online content with field data is limited.…”

Section: Introductionmentioning

confidence: 99%

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