The Effectiveness of Openness in Advertising for Familiar and Unfamiliar Brands in Different Nationalities

Ketelaar, P.E.; Maesen, Stijn; Linssen, Liesbeth

doi:10.9768/0022.01.005

Cited by 2 publications

(1 citation statement)

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“…Although consumers predominately use their smartphones for private communication, they can appreciate persuasive communication, when it is entertaining (Watson et al, 2013). Several authors have shown that the experience of "completing" open ads has a positive effect on brand attitude, compared to processing closed ads (e.g., Ketelaar, Maesen, Linssen, & Van Gisbergen, 2013;Thorbjørnsen, Ketelaar, Riet, & Dahlén, 2015). As favorable attitudes towards the brand relate negatively to perceived intrusiveness (e.g., Lee et al, 2015;Li et al, 2002), we hypothesize that: Hypothesis 1.…”

Section: Openness and Perceived Ad Intrusivenessmentioning

confidence: 93%

“Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice

Ketelaar

Bernritter

Woudenberg

et al. 2018

Journal of Business Research

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Section: Openness and Perceived Ad Intrusivenessmentioning

confidence: 93%

“Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice

Ketelaar

Bernritter

Woudenberg

et al. 2018

Journal of Business Research

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The success of viral ads: Social and attitudinal predictors of consumer pass-on behavior on social network sites

Ketelaar

Janssen

Vergeer

et al. 2016

Journal of Business Research

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This study investigates which factors predict whether consumers will pass on viral advertising communications to their friends on a social network site. A conceptual framework consisting of three attitudinal and three social predictors of forwarding online content was tested using three real-life advertising campaigns that were spread simultaneously through the Dutch social network site Hyves. Results show that viral advertising pass-on behavior was significantly predicted by a positive attitude toward the brand, the advertisement, and toward viral advertising in general. For two of the three advertisements participants were more likely to forward the advertisement when the advertisement was received from a friend rather than a company. The present study is the first to investigate the predictors of actual pass-on behavior of viral advertisements in the context of a social network site, thereby significantly contributing to existing knowledge on the drivers of viral advertising success.

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The Effectiveness of Openness in Advertising for Familiar and Unfamiliar Brands in Different Nationalities

Cited by 2 publications

References 0 publications

“Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice

“Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice

The success of viral ads: Social and attitudinal predictors of consumer pass-on behavior on social network sites

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