Enhancing the influence of pop-up advertisements on advertising effects from the perspective of personalization and placement

This study examined the influence of personalized pop-up advertising and ad placement on ad effects. Moreover, the moderator of product involvement on the influence of personalized pop-up ads was investigated. A 2 (ad type: personalized pop-up vs. non-personalized pop-up ad) × 2 (ad placement: initial webpage vs. middle webpage) experiment was conducted to examine how personalized pop-up advertising impacts ad attitude and recall, and how it interacts with different degrees of product involvement. Total valid experimental data derived from 296 participants showed that (1) Personalized pop-up ads were better than non- personalized pop-up ads in terms of ad attitude and ad recall; (2) There was no significant difference in ad attitude and ad recall of the personalized and non-personalized pop-up ads on the initial or the middle webpage. However, the influence of personalized pop-up ads on ad attitude but not on ad recall was significant for different types of webpage involvement; (3) Contrary to the hypothesis, the personalized ad had a significant effect on ad attitude when individuals had high rather than low product involvement. However, there was no significant difference in ad recall in either the low or high product involvement conditions

Modelling Online Advertising Design Quality Influences on Millennial Consumer Attitudes in South Africa

Millennials’ advanced knowledge and exposure to product experiences, and irrelevant placement of online advertising has led to an increase of online advertising avoidance. However, effective online advertising design may assist in establishing more positive sentiments towards digital forms of marketing communication. The study used the visual rhetoric theory as the theoretical basis to examine millennial consumer attitudes. The main research aims were to propose an online advertising design quality model, and to ascertain the influence of online advertising design quality on millennial consumer attitudes. The study employed a quantitative research design via an empirical online survey. Online advertising design quality has resulted in a positive effect on relevant information, value, disruptive online placement and timing, personalization and price consciousness, a negative influence on privacy concern and distrust, and ad irritation across various online platforms. This study heightens the importance of design elements and the visual aesthetics of online advertising

Towards a Video Consumer Leaning Spectrum: A Medium-Centric Approach

Purpose: As TV and digital video converge, there is a need to compare advertising effectiveness, advertising receptivity, and video consumption drivers in this new context. Considering the emerging viewing practices and underlying theories, this study examines the feasibility of the traditional notion of differentiating between lean-back (LB) and lean-forward (LF) media, and proposes a revised approach of addressing video consumption processes and associated advertising effectiveness implications. Methodology: An extensive, systematic literature review examines a total of 715 sources regarding current lean-back/lean-forward media research and alternative approaches as by (1) basic terminologies, (2) limitations of lean-back/lean-forward situations, (3) advertising effectiveness implications, (4) video-specific approaches. Findings/Contribution: Key differences between lean-back and lean-forward video consumption are presented. A conceptual integration of video ad receptivity/effectiveness drivers is proposed to guide future media and marketing research and practice. Video consumption today is no longer lean-back or lean-forward, but a “leaning spectrum” with two dimensions: leaning direction and leaning degree. Designing video content today requires focusing on consumption drivers and platform synergies for owning the “leaning spectrum”

Avoidance Behavior toward Social Network Advertising: Dimensions and Measurement

While social network advertising is pervasive, research focused on avoidance behavior toward it is relatively rare. This study provides the development of a three-dimension scale to measure avoidance behavior toward social network advertising. Based on the survey of 195 social network users, evidence is provided for the reliability, factor structure and validity. Meanwhile, T-tests are used to examine the effects of gender, sample source and purchasing experience on the three-dimension avoidance behavior (i.e., skimming, ignoring and blocking). The results show males on social network are more likely to block social network advertising than females while users without purchasing experience on social network are more likely to skimming through advertisements on social network

Covert Brand Communities: Does Persuasion Knowledge Activation Influence Evaluations of Facebook Health and Wellness Communities?

Recent pharmaceutical marketing practices have incorporated more social media tactics in the form of unbranded social networking communities to promote, educate, engage, and monitor potential consumers. Current attention in this domain has focused mainly on regulated tactics such as company-controlled websites, while little attention has been given to unregulated communication tools such as social media, where much of the interaction is consumer to consumer. The purpose of this research is to test competing theories and assumptions of persuasion knowledge activation in a covert brand community, specific to the context of pharmaceutical marketing. Researchers and practitioners have argued over whether consumers will recognize a persuasion attempt in a covert setting, or will not recognize a persuasion attempt in a covert setting, but until now there has not been a conclusive answer. The results of this research showed that people do not recognize these tactics, either covert or overt, as persuasion attempts; we find no significant difference in participants’ evaluations of health and wellness communities when branding is present versus when it is absent. This study also shows that priming for persuasion knowledge will activate consumers’ persuasion knowledge and will result in lower evaluations of perceived trust, and lower intentions to use the information in the community. Employing an experimental design, these studies are an initial step in the debate on covert marketing’s effects on persuasion knowledge and evaluations, specifically in the context of health and wellness communities on social media. The results also present interesting opportunities for theory, policy, and practice

Online Ads Annoyance Factors: A Survey of Computer Science Students

Despite the technological sophistication of current advertising techniques, the way online ads are delivered is in many cases intrusive, distracts users from their task, and annoys them. To delve into the reasons that make an online ad annoying, we investigate eight specific ad functional features and their effect on perceived annoyance: ability and ease of closing the ad, coverage of page contents, coverage of browser window, ad expansion, automatic ad activation, video/animation, sound, and ad targeting based on the recent browsing history. The study addressed 132 computer science students, both undergraduate and MSc, who were asked to select and document three to six online ads they consider annoying, resulting in a total of 462 recorded ads. The majority of collected annoying ads were automatically activated ads, which in most cases could be closed or stopped easily. Furthermore, ads that covered most of the browser window scored the highest percentage of perceived annoyance. Ads with video or animation and automatically triggered sound, even if displayed in a fixed size area, seem to significantly affect users’ perceived intrusiveness and attention distraction. Also, most ads reported as very annoying were not personalized and were automatically activated, while student level makes no statistically significant difference

The Effect of Emotional Intensity, Arousal, and Valence On Online Video Ad Sharing

This dissertation examines the effect of emotional factors, such as pleasure, arousal, and intensity, on online video ad sharing. Previous studies found that the emotions evoked by online video ads could influence consumers’ ad sharing intentions. However, it remains uncertain which emotional factors trigger ad sharing behavior. Some researchers argue that positive or high-arousal emotions (e.g., excitement) exert greater influence on ad sharing than negative or low-arousal emotions (e.g., sadness). However, these studies do not explain why video ads that evoke low-arousal or unpleasant emotions are also widely shared on social media. Based on the theory of social sharing of emotion and the emotion regulation theory, this research proposes that emotional intensity is a critical factor influencing ad sharing. This dissertation has two research objectives: (a) to examine the underlying mechanism of how emotional factors influence consumers’ intention to share online video ads and (b) to investigate if the relationships between emotional factors and ad sharing intention can be applied to ad-sharing behavior in a real social media setting. More specifically, the first objective is to investigate the effects of emotional factors, including intensity, arousal, and pleasure, on ad sharing intention through self-expression, social interaction, altruism, and entertainment motives. The second objective is to examine if expressed emotions in YouTube comments can predict the number of shares in a real social media setting. To achieve these research objectives, this research adopted a methodological triangulation approach using self-report survey data (in Study 1) and social media data (in Study 2). The results of the two studies suggest that emotional intensity is the most critical factor influencing online video ad sharing. Also, Study 1 showed that the indirect effect of emotional intensity on online video ad sharing intention mediated by social interaction was greatest. Emotional arousal positively influenced consumers’ intention to share online video ads (in Study 1) but did not affect real sharing behaviors (in Study 2). The effect of emotional pleasure was not significant in both studies. This research contributes to the expansion of viral advertising research by proposing emotional intensity as a critical factor influencing online video ad sharing

Publicidade personalizada e privacidade dos dados no Facebook: o caso de Portugal

The evolution of the technological world has allowed companies and consumers to be increasingly connected, especially due to social networks. Along with the development of social networks, personalised advertising has grown exponentially, becoming the most effective advertising strategy as it allows companies to interact with consumers in a customised way and offer products and services that are in accordance with their profiles. However, although personalised advertising offers benefits to both companies and consumers, in recent years the concern about data privacy has increased. Thus, this research aims to understand the gap existing between personalised advertising and data privacy concerns, since users want to receive ads with high predictive ability of their needs, however the collection and use of their data causes insecurity in relation to their privacy. As a way to achieve this objective, a mixed-methods approach was used by creating a questionnaire based on the existing literature. A total of 583 valid responses were collected and analysed using IBM SPSS Statistics version 28 software for quantitative data analysis and NVivo Software version 12 for qualitative data analysis The results allowed the support of three research hypotheses and the rejection of four hypotheses. The conclusions obtained indicate that personalised advertising causes data privacy concerns and through the thematic analysis performed to one of the qualitative questions it was possible to determine 17 situations in which respondents stated that this type of advertising threatened their privacy. Furthermore, the statistically significant result of the chi-square test suggests that consumers seek to protect their data on Facebook, not supporting the privacy paradox. Furthermore, this research suggests the existence of a relationship between personalised advertising and cyber-paranoia, as consumers believe they are constantly being ‘listened to’ through their mobile phone’s microphone and that their conversations are used for delivering personalised advertisements, while also believing that everything they do on the Internet is monitored and used for advertising purposes. Finally, since no literature was found on cyber-paranoia and personalised advertising, it can be considered that this study presents an innovative contribution. However, since this investigation is an exploratory study, there is a need for further literature on this subject.A evolução do mundo tecnológico permitiu que as empresas e os consumidores estivessem cada vez mais conectados, especialmente devido às redes sociais. A par do desenvolvimento das redes sociais, a publicidade personalizada cresceu exponencialmente, tornando-se na estratégia de publicidade mais eficaz pois permite às empresas interagir com os consumidores de uma forma customizada e oferecer produtos e serviços que estejam de acordo com os seus perfis. No entanto, apesar de a publicidade personalizada oferecer benefícios tanto para as empresas como para os consumidores, nos últimos anos verificou-se o aumento da preocupação com a privacidade dos dados. Assim, esta investigação tem como objetivo compreender a lacuna que existe entre a publicidade personalizada e a preocupação com a privacidade dos dados, pois os utilizadores querem receber anúncios com elevada capacidade de previsão das suas necessidades, no entanto a recolha e a utilização dos seus dados causa insegurança em relação à sua privacidade. Como forma a atingir este objetivo, foi utilizado um método de investigação misto através da criação de um questionário baseado na literatura existente. Um total de 583 respostas válidas foram recolhidas e analisadas utilizando o software IBM SPSS Statistics versão 28 para a análise dos dados quantitativos e o Software NVivo versão 12 para a análise dos dados qualitativos. Os resultados permitiram o suporte de três hipóteses de investigação e a rejeição de quatro hipóteses. As conclusões obtidas indicam que a publicidade personalizada causa preocupação com a privacidade dos dados, sendo que através da análise temática realizada a uma das perguntas qualitativas foi possível determinar 17 situações em que os inquiridos afirmaram que este tipo de publicidade ameaçava a sua privacidade. Além disso, o resultado estatisticamente significativo do teste qui-quadrado sugere que os consumidores têm comportamentos que visam proteger os seus dados no Facebook, não suportando o paradoxo da privacidade. Ademais, esta investigação sugere a existência de uma relação entre a publicidade personalizada e a ciberparanoia visto que os consumidores acreditam que estão constantemente a ser ‘ouvidos’ através do microfone do seu telemóvel e que as suas conversas são utilizadas para a criação de anúncios personalizados, considerando também que tudo o que fazem na Internet é monitorizado e usado para fins publicitários. Por fim, uma vez que não foi encontrada literatura sobre a publicidade personalizada e a ciberparanoia, pode-se considerar que este estudo apresenta um contributo inovador. Contudo, sendo esta investigação um estudo exploratório, é necessário haver mais literatura sobre este tema.Mestrado em Gestã

The Effects of Native Advertising Disclosure and Advertising Recognition on Perceptions of News Story and News Website Credibility: A Consumer Neuroscience Approach

The use of Native Advertising has sparked ethical concerns, due to its controversial nature inherent in its definition - a paid form of advertising that disguises persuasive communications as the editorial content of the publishing media outlet. The growing popularity of Native Advertising practices over the past decade in online news publishing has contributed towards the increasingly blurred lines between commercial and editorial content which in turn engenders feelings of deception in consumers and threatens to lower the trustworthiness of news publishers as an objective source. Therefore, the purpose of this study was to undertake theory testing guided by the tenets of the Persuasion Knowledge Model [PKM] (Friestad & Wright, 1994) to uncover insights on whether disclosure serves as an effective measure in publishers' efforts of mitigating the potential of consumer deception. In particular, this study investigated the relationships between: (1) effect of disclosure label positioning on advertising recognition; (2) mediating influence of visual attention on the aforementioned relationship; and (3) effect of advertising recognition on Inference of Manipulation [IMI] and perceptions of the online news publishers' credibility. The study used a quantitative multi-methodology research approach. An innovative Neuromarketing approach was undertaken through a psychophysiological-based analysis of visual attention to disclosure, measured as Fixation (ms/m) using eye-tracking technology, in addition to self-reported measures obtained via an online survey. In line with similar past studies, this study used convenience non-probability sampling and random assignment of participants to experimental groups, on a sample of 87 students between the ages of 20-29 years from the University of Cape Town (UCT). Findings showed no significant difference in the likelihood of advertising recognition, neither between the groups presented with a disclosure and those not, nor between the varying positions of disclosure. Additionally, advertising recognition had a positive influence on perceptions of credibility, contrary to theory and evidence from past studies (described in the Literature Review). Thus, it was concluded that disclosure and advertising recognition are necessary antecedents for critical processing and formation of judgement, but by themselves are not sufficient for perceived transparency and subsequent evaluations of the publisher's credibility. This study presents design implications for practitioners in the online news publishing industry and marketers: the perceived utility of the sponsored content, along with sponsorship transparency through disclosure, plays an important role in minimizing the negative influence of advertising recognition on perceived credibility

Facebook Users' Experience and Attitude Toward Facebook Ads

As Facebook is gaining power as an advertising vehicle, it is crucial for both Facebook and advertisers to understand users' Facebook experience. Based on media context effect studies and media uses and gratification theory, this research proposes and empirically tests the relationship between users' Facebook experience and their attitude toward ads (Aad). Three Facebook experience factors and five Aad factors are generated. Most of the experience factors are highly and significantly correlated with users' Aad factors, however, the empowerment experience is shown to have a stronger association with Aad than the other two experience factors. The individual factors of gender and online shopping time's effect on Aad are also tested but only minor associations are found. Implications for Facebook and advertisers are then posited and discussed.Mass Communication