INFLUENCES OF YOUTUBE ADVERTISING ON YOUNG ADULTS: A SOCIAL IDENTITY PERSPECTIVE

Social media sites, such as YouTube, have provided a platform for many individuals to have online communities and form their own audiences through their shared interests and a sense of belonging. YouTube exemplifies a social environment in which everyone has the potential to be both the consumer and the producer of content and suggests the speed at which social networking innovations can transform the way we interact with other users. Corporations began to deviate new strategies to engage this new online market and have created a salient area to study the potential problems that may arise when ads present cultural biases or unhealthy habits for the sake of profit. This study explored YouTube content, its influencers, and viewers\u27 experiences within the YouTube platform through the frameworks of Social Identity Theory and the Uses and Gratification model. Semi-structured interviews were conducted with young adults who are frequent YouTube users. The participants were asked regarding their habits and consumption patterns in relation to online advertisements and viewed content on YouTube. The prevalence of online socialization, personalization, and the aspect of convenient entertainment significantly contribute to the overall time spent online. The study found that constant engagement with YouTube normalizes the repetition of advertisements which led the participants to develop different avoidance habits to cope with unwanted advertising on the Internet. However, the results also revealed that advertisements were mentioned to be entertaining and participants would continue to watch them if the content of the advertisements were enjoyable and memorable

The impact of user-generated contents in the hotel industry

In many ways, the emergence of the Internet means consumers are now creating and spreading marketing information for various companies. Providers and consumers have become highly connected with the Internet environment. Therefore, user-generated-marketing information should be considered an important marketing tool in the hotel industry; Consumers can write reviews on travel websites or create personal blogs about their experiences. In addition, consumers post and upload pictures or movie files on the Internet, using advanced technologies. Consumers now can create and upload more visual materials, such as picture and video files, than in the past; Finally, this study focuses on encouraging hotel management to utilize user-generated content (UGC) as a valuable marketing tool, and concludes the hotel industry must build strong relationships with consumers who are interested in UGCs

The Relationships between Mobile Environment Cues towards Mobile Purchasing Intention and Spreading Positive User – Generated Content: A Pilot Study

Evolution of technology indirectly has impacted customer purchasing behaviour and sellers promotional activity. Generally, before customers have a purchase intention, they will seek for information and all the information usually can be obtained online especially on social media. Rationally, customers would believe words generated by others who have consumption experiences as it is seen to be more credible and trustworthy. Words provided by others on online is known as User-Generated Content. Allowing buyers to fully rely on words generated by others may not always be favourable to online sellers. Therefore, researchers conducted this pilot study with only 30 respondents to determine the relationship between Mobile Environment Cues towards Mobile Purchase Intention and Spreading Positive User-Generated Content with Shaped Discussion as one of the cues. SPSS was used and correlation analysis and multiple regression analysis were employed. Out of 5 hypotheses, 3 were supported and 2 were not. Finding also revealed that information provided by sellers does have weak relationship with mobile purchase intention

Social Media Alcohol Marketing and Its Impact on Young People’s Alcohol Use: A Comparison between India and Australia

A cross-national comparison of 1) marketing strategies used by leading Indian and Australian alcohol brands on their official social media (SM) pages and 2) the association between exposure to SM alcohol marketing and alcohol use among young Indians and Australians, was conducted. Results suggest that alcohol companies tailor strategies to specific national contexts to engage users with these strategies. Significant associations were identified between alcohol-related content posted on SM and young people’s alcohol use

Negative customer engagement behaviour: the interplay of intensity and valence in online networks

Recent marketing and service research highlights the detrimental impact of negative customer engagement behaviour (CEB) in online social networks. Nevertheless, the extant literature captures the impact of what customers say about service providers in their negative reviews and fails to provide any understanding of different intensity levels of negative engagement. This article marks the first attempt to provide a more nuanced view of negative CEB by investigating the impact of six forms of negatively valenced influencing behaviour (NVIB) using two online experiments. Our results provide new insights into intensity levels of NVIB and how they are moderated by positive reviews. Practically, this paper addresses one of the challenges for service providers in managing NVIBs, centred on understanding the heterogeneity of its forms. The results suggest that managers use semantic tools to detect the intensity levels of NVIB and to prioritise handling and/or mitigating the more intense NVIBs when they occur

Going viral : how does viral online video content and specific features influence attitudes toward the brand?

Watching videos online has become an ordinary activity, which brands and advertising agencies have been progressively incorporating into their strategies through viral marketing campaigns. Furthermore, it has been verified that to induce consumers to pass-along, viral online video advertisings tend to rely on the use of increasingly provocative content. Still, few experimental researches have examined underlying processes and responses evoked by this feature. In order to fill this void, experimental research, progressed online, was conducted, in which the effects of this strong appeal in forward intentions, advertising processing, brand memorability and purchase intentions are examined. Results insinuate that online videos comprising higher levels of perceived provocation appear to stimulate a higher pass-along probability, more complex formulations of ad related emotions and feelings and better brand memorability. Moreover, it appears also to affect attitudes toward the brand. Nevertheless, limits exist to the manner in which provocation can be portrayed. This study discriminates conditions under which managers can envisage to effectively use such powerful appeal while maximizing viral marketing potential gains.Regarder des vidéos en ligne est devenu une activité ordinaire que les marques et les agences de publicité ont progressivement intégré dans leurs stratégies à travers des campagnes de marketing viral. En outre, il a été vérifié que pour inciter les consommateurs à passer des messages, les campagnes virales en format de vidéo s'appuient sur l'utilisation d'un contenu de plus en plus provocateur. Pourtant, peu de recherches expérimentales ont examiné les processus sous-jacents et les réponses évoquées par ce contenu. Afin de combler ce vide, une recherche expérimentale a été menée en ligne, où les effets de cette forte attractivité dans les intentions de l'envoyer, les procès d'évaluation des messages, la mémorisation de la marque, et les intentions d'achat ont été examinés. Les résultats insinuent que les vidéos comprenant des niveaux plus élevés de provocation stimulent les consommateurs à les partager, ils formulent des émotions et des sentiments plus complexes et améliorent la mémorisation de la marque. De même, ces vidéos semblent influer les attitudes envers la marque. Néanmoins, il existe des limites pour la manière dont la provocation peut être représentée. Cette étude discrimine les conditions dans lesquelles les managers peuvent envisager d'utiliser efficacement un attrait si puissant, tout en maximisant les gains potentiels de commercialisation virales.Assistir vídeos online tornou-se uma atividade comum, que diversas marcas e agências de publicidade têm vindo a incorporar nas suas estratégias de marketing em forma de campanhas de marketing viral. Além do mais, foi verificado também que, para induzir os consumidores a disseminar mensagens publicitárias, estas tendem a incluir conteúdos progressivamente mais provocantes. No entanto, poucas pesquisas experimentais têm examinado os processos subjacentes e as respostas evocadas por esta tendência. Assim sendo, para preencher esta lacuna existente na presente literatura, uma experiência on-line foi realizada, na qual foram examinados os efeitos deste forte estímulo em intenções de partilhar o conteúdo, no processamento da mensagem, na memorização da marca e nas intenções de compra. Os resultados obtidos revelam que vídeos com níveis de provocação relativamente elevados tendem a ter uma maior probabilidade de serem partilhados, evocam emoções e sentimentos mais complexos, e ajudam a memorização da marca. Além disso, parecem também afectar atitudes face à marca em questão. No entanto, existem limites na forma como a provocação deve ser representada. Este estudo discrimina condições sob as quais tais estímulos podem ser utilizados eficazmente maximizando assim potenciais ganhos provenientes das campanhas de marketing viral

Perceptions of product blogs in Taiwan

Department Head: Greg Luft.2010 Summer.Includes bibliographical references (pages 76-82).A survey was conducted among college students in Taiwan (n=314) regarding their use, perceptions and responses to blogs that discuss products and services. Predictor variables included prior use/experience with blogs, the motivations of blog readers (seeking knowledge/information versus social utility/entertainment), the effects of blogger affiliation (independent, employee of manufacturer, paid), and the effects of balanced versus all-positive language. Criterion variables included assessments of credibility and value, purchase intent, and the likelihood of engaging in word-of-mouth (information sharing) online and offline. Blog readers in the study were primarily motivated by knowledge/information seeking rather than social utility/entertainment. As hypothesized, assessments of credibility and value were positively related to bloggers being independent and using balanced (versus all-positive) language. However, no statistically significant main effects were discerned based on these variables for purchase intent or for the likelihood of sharing information with others. Notably, respondents were more likely to respond offline than online, and females were more likely than males to engage in information sharing. People with positive attitudes toward blogs also were more likely to assess blogs as more trustworthy compared to either advertisements or news. Hierarchical regression suggested that attitudes toward blogs and purchase intent were best predicted by a knowledge/information motivation, although independence of the bloggers closely approached statistical significance. Information sharing online was best predicted by motivation based on social utility/entertainment (versus product knowledge), hours of e-mail use, and blogger affiliation. Information sharing online was also positively related to both forms of motivation and to the use of balanced language. Implications for blog marketing, limitations and directions for future research were discussed

Essays on Consumers' Attitudes toward Digital Communication

This cumulative dissertation consists of three research paper. They all aim to give a detailed overview and analysis of the effectiveness of different forms of digital advertising, namely, online touchpoints, mobile advertising, and social media advertising. The construct attitudes toward advertising serves as the central measure of effectiveness

Analyzing the senior consumers’ attitude toward advertising: traditional and new media

Senior consumers have received limited attention from researchers and practitioners. Therefore, advertising managers become reliant on limited research and standing stereotypes to set their strategies. At the same time, more and more people start spending more time in later adulthood than in any other traditional marketing life stage. These senior consumers are healthier and wealthier than their ancestors were at their age. This reality is not exclusive to western countries, in fact in a few years this aging of the population will take over many of the current stars of economic growth: Places like China and South Korea also face serious population aging. This dissertation focuses on the perceptions of seniors about ads presented on the new media. Two studies were conducted to explore the way senior consumers perceive ads presented on TV (traditional media) and YouTube (new media), the first study was a experiment conducted in a senior university which gathered 107 observations, and the second a focus group interview. Firstly, it was discovered that seniors seem to be more efficient at avoiding ads on TV than on YouTube; secondly it was found that due to the different ways and purposes seniors use TV and YouTube for, ads presented on YouTube may cause more irritation than on TV; thirdly it was learnt that skepticism toward advertising messages may be higher for ads presented on YouTube than on TV; finally, it was also discovered that for seniors, attitude toward advertising does not seem to vary across different media.Os consumidores seniores têm recebido pouca atenção por parte de investigadores e gestores de publicidade. Este facto leva a que os gestores a desenharem estratégias tendo por base um número limitado de estudos e estereótipos. Por outro lado, um número cada vez maior de pessoas vive mais tempo no fim da fase adulta da sua vida. Os consumidores seniores da atualidade são mais saudáveis e mais abastados do que os seus antepassados eram com a mesma idade. Esta realidade não é exclusiva do mundo ocidental, em poucos anos o envelhecimento da população irá afetar as atuais estrelas do crescimento económico: lugares como a China e a Coreia do Sul também enfrentam um grave envelhecimento da população. Esta dissertação foca-se nas perceções dos seniores acerca de publicidade apresentada nos novos meios de comunicação social. Dois estudos foram efetuados para determinar a maneira como os consumidores seniores percecionam anúncios apresentados na TV e no YouTube; o primeiro estudo foi um experimento efetuado numa universidade sénior que resultou em 107 observações, e o segundo um focus group interview. Quatro descobertas foram feitas: primeiro, descobriu-se que os seniores tendem a ser mais eficientes a evitar anúncios na TV do que no YouTube; segundo, descobriu-se que os anúncios apresentados no YouTube poderão ser mais irritantes para os seniores do que os apresentados na TV; terceiro, descobriu-se que o ceticismo em relação às mensagens publicitárias pode ser maior para anúncios apresentados no YouTube do que na TV; e, finalmente, descobriu-se que para os seniores a atitude em relação à publicidade não varia para diferentes media