The Influence of Media Type on Attitude Toward Mobile Advertisements Over Time

Sung, Joseph J.Y.; Cho, Kwangsu

doi:10.1089/cyber.2011.0061

Cited by 27 publications

(9 citation statements)

References 40 publications

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“…Third, it would be worthwhile to repeat this study using an animated image (for example, a YouTube video) instead of a still image. A new study shows that the type of media may affect advertising on a mobile device, and a video ad leads to a more positive trend toward advertising than an ad that is still in the image (Sung & Cho, 2012).…”

Section: Discussionmentioning

confidence: 99%

Investigating the Training of Subjective Norms and Empathy of Buyers Through the Effectiveness of Advertising on Social Networks

Khajavi

Kheiri

Vedadi

2020

Iranian Journal of Educational Sociology

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The aim of this study was to predict the positive reaction of buyers by examining the effectiveness of advertising on social networks with emphasis on teaching mental norms and expressing empathy. Methodology: This research was applied in terms of purpose and experimental in nature. The statistical population was users of the social network Instagram, the exact number of whom was unlimited. And by simple random sampling method, 150 online questionnaires were collected. The face and content validity of the final questionnaire was confirmed by marketing experts and in a pre-test on 30 users, Cronbach's alpha of 0.7 was observed. The total reliability of the questionnaires was confirmed by Cronbach's alpha and the reliability of each structure was confirmed by composite reliability. Data analysis was performed using structural equation modeling technique and PLS2 software. Findings: The model used in this article examines the concept of the formation of online user behavioral reactions with respect to social media advertising and the effect of teaching mental norms. This study conceptualizes the effectiveness of social media advertising as a concept that includes emotional attraction, information content, creativity, and interaction, all of which have the potential to contribute to a positive online behavior. Conclusion:The results showed that informational content, emotion and advertising creativity were the key drivers of desirable behavioral reactions to a social media ad and the intention to participate in the user's favorable responses was positively related to the purchase intention.

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Section: Discussionmentioning

confidence: 99%

Investigating the Training of Subjective Norms and Empathy of Buyers Through the Effectiveness of Advertising on Social Networks

Khajavi

Kheiri

Vedadi

2020

Iranian Journal of Educational Sociology

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“…In the future, scholars could test the model of this research using other media types such as videos. Recent studies argued that using videos in advertisements can result in more favorable behaviors than when a single photo ad is used (Lee & Hong, 2016;Sung & Cho, 2012). Sixth, while the present research focused on online brand-related activities as a response to the advertising stimuli, it is recommended to examine alternative outcomes such as EWOM, online purchase behavior, and brand awareness.…”

Section: Research Limitations and Future Research Directionsmentioning

confidence: 97%

Investigating the nexus between the types of advertising messages and customer engagement: Do customer involvement and generations matter?

Msallati¹

2021

JIDM

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Through the theoretical lenses of the Elaboration likelihood model, this research develops an experimental study to examine the cause-and-effect relationship of two advertising message types, drawn from the two routes of persuasion (peripheral route and central route), on consumers’ online brand-related activities (COBRAs) and its three key behavioral types of customer engagement, namely, consuming, contributing, and creating. The moderating effect of generations and the mediating role of personal relevance (involvement) were investigated in the proposed research model. Drawing on a sample of 202 students from a University in North Cyprus, the results of the study revealed that consumer engagement level differs between the two message types, in particular, when the cognitive copy ad is shown, the three COBRA engagement levels tend to be higher than when the emotional copy is given. The findings indicate different levels of personal relevance between the two messages with higher involvement in the cognitive appeal. Further, consumer generation served as a moderator in the study, and that people from generations X, Y, and Z evaluated the advertising stimulus differently. The findings of this research extend the literature with theoretical and managerial contributions to social media marketing.

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“…Recognizing this, Newman, Brown, and Braskamp (1980) have argued that evaluation should be viewed as persuasive communication, a process through which an individual (the evaluator) communicates information (evaluation findings) to an audience (stakeholders). Research on this model indicates general support for the idea that informational messages can influence attitudes (Babin & Burns, 1997; Sung & Cho, 2012); however, the effectiveness of a message will depend on who communicates it, its content, audience, and mode of communication (Fishbein & Ajzen, 1975). Advertising research, for example, suggests communication mode is particularly influential in shaping attitudes (Messaris, 1997; McQuarrie & Phillips, 2005; Mitchell, 1986).…”

Section: The Attitude–behavior Connectionmentioning

confidence: 99%

In Need of an Attitude Adjustment? The Role of Data Visualization in Attitude Change and Evaluation Influence

Mason

Azzam

2018

American Journal of Evaluation

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The connection between evaluation practice and its ultimate goal—social betterment—is indirect. With little or no direct control over social programs and policies, many evaluators rely on the actions of stakeholders to bridge the gap between evaluation practice and its purpose. Consequently, communicating with influence becomes key. The present empirical study tested the influence of evaluation findings on reader attitudes. It also extended current research on communication in evaluation by empirically testing whether visual data displays are related to evaluation influence. Findings suggested evaluators can shape reader attitudes through evaluation reports; however, readers responded differently based on the report’s consistency with their initial attitudes. Additionally, evaluators should be cautious about overestimating the effects of data visualization on readers’ attitudinal responses. Overall, findings provided a rationale for continued use of, and further research into, tailored evaluation reports.

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The Influence of Media Type on Attitude Toward Mobile Advertisements Over Time

Cited by 27 publications

References 40 publications

Investigating the Training of Subjective Norms and Empathy of Buyers Through the Effectiveness of Advertising on Social Networks

Investigating the Training of Subjective Norms and Empathy of Buyers Through the Effectiveness of Advertising on Social Networks

Investigating the nexus between the types of advertising messages and customer engagement: Do customer involvement and generations matter?

In Need of an Attitude Adjustment? The Role of Data Visualization in Attitude Change and Evaluation Influence

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