The virality of advertising content

Kaur, Balpreet; Paul, Justin; Sharma, Rishi Raj

doi:10.1108/jrim-10-2021-0268

Cited by 8 publications

(2 citation statements)

References 118 publications

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“…In fact, due to the high informational content of such posts, many multi-brand posts by influencers are shared by their followers with their friends and acquaintances who they think may benefit from the knowledge. This is in line with the study of Kaur, Paul & Sharma (Kaur et al, 2022) whose results showed that informational appeal of an ad increased content likeability and sharing of such ads.…”

Section: (Table 1)supporting

confidence: 91%

Influencers Vs. Celebrity Endorsement: Understanding brand preferences and sponsorship disclosure

2023

European Economic Letters

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The present study focuses on exploring the activities of traditional Indian celebrities and social media influencers on Instagram with respect to sponsored and non-sponsored content. In addition, the study investigates the effect of the recent ruling by Advertising Standards Council of India regarding mandatory disclosure of sponsored content on social media posts. Posts of top ten Indian celebrities and influencers, for the second half of 2020 and 2021, were examined using criteria set to derive insights through comparison. Through content analysis, the study finds that Indian influencers are more active on Instagram vis a vis the traditional celebrities, though celebrities share more sponsored content. The results further show that while celebrities declared paid partnerships even before the ruling, there has been a jump of more than 500% in disclosure of paid partnerships by Indian Instagram influencers since the ruling, showing the success of clear and strict guidelines in boosting transparency in endorsements. The results of this study can be used by brands targeting the Indian audiences as a starting point to determine the use of the two types endorsers in their communication and marketing strategies on Instagram.

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Section: (Table 1)supporting

confidence: 91%

Influencers Vs. Celebrity Endorsement: Understanding brand preferences and sponsorship disclosure

2023

European Economic Letters

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“…Moreover, Rath et al (2017) contended that if consumers like the ad, they tend to try the product. Additionally, Kaur et al (2023) have stated that ad likability is a significant predictor of consumers' purchase intentions.…”

Section: Review Of Literaturementioning

confidence: 99%

Impact of advertising puffery on purchase intention and brand loyalty of young adults

Punjani,

Kumar,

Mahadevan

2024

Int J Consumer Studies

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This research study proposes a model to test the impact of advertising puffery on purchase intention and brand loyalty involving the mediating role of ad‐related factors—likability of the advertisement and attitude toward the ad‐ and brand‐related factors—brand familiarity, attitude toward the brand, and brand credibility. The inclusion of brand loyalty as an exogenous construct is an attempt to extend the existing research in the ad puffery domain. Further, a combination of ad‐related and brand‐related factors as mediators is a novel approach in the field of ad puffery. It provides insightful findings for researchers as well as practitioners. The cross‐sectional approach used in this study involved gathering data from young adult respondents (age group between 18 and 24 years) over a specific period. Results based on 330 young adult respondents revealed significant direct and mediating effects. All the ad‐related and brand‐related factors mediated the direct relationship of ad puffery with purchase intention and brand loyalty. Additionally, gender significantly moderated the direct relationship of ad puffery with purchase intention. Further, theoretical contributions, practical implications, and future research directions are discussed.

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The persuasion cues that make video advertising go viral: a conceptual replication and extension comparing viral vs. Non-viral advertising

Fernandes,

Segev

2024

Journal of Marketing Communications

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The virality of advertising content

Cited by 8 publications

References 118 publications

Influencers Vs. Celebrity Endorsement: Understanding brand preferences and sponsorship disclosure

Influencers Vs. Celebrity Endorsement: Understanding brand preferences and sponsorship disclosure

Impact of advertising puffery on purchase intention and brand loyalty of young adults

The persuasion cues that make video advertising go viral: a conceptual replication and extension comparing viral vs. Non-viral advertising

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