Advertising theories in impulse purchase elements for iTV advertisement

This paper reports an ongoing study related to the design of conceptual design model of interactive television (iTV) advertisement towards impulse purchase tendency.Despite many studies have been proposing factors of impulse purchase in many different advertising medium like website, mobile, traditional retail store, and traditional television; none of the impulse purchase model is dedicated towards impulse purchase tendency for iTV advertising. Therefore, one of the objectives of this study is to identify impulse purchase elements that are suitable for iTV advertising. In particular, this paper describes the connection between the identified impulse purchase elements of iTV advertisement with the advertising theories through content and comparative analysis.The finding shows that the elements of impulse purchase for iTV advertising can be classified into nine; information, influence, emotion, attention, message,acceptance, still media, motion media, and interactivity. In which all of the aforementioned elements are substantiated by advertising theories as further discussed in this paper

“It wouldn't happen to me”:Privacy concerns and perspectives following the Cambridge Analytica scandal

In March 2018, news of the Facebook-Cambridge Analytica scandal made headlines around the world. By inappropriately collecting data from approximately 87 million users’ Facebook profiles, the data analytics company, Cambridge Analytica, created psychographically tailored advertisements that allegedly aimed to influence people's voting preferences in the 2016 US presidential election. In the aftermath of this incident, we conducted a series of semi-structured interviews with 30 participants based at a UK university, discussing their understanding of online privacy and how they manage it in the wake of the scandal. We analysed this data using an inductive (i.e. ‘bottom-up’) thematic analysis approach. Contrary to many opinions reported in the news, the respondents in our sample did not delete their accounts, frantically change their privacy settings, or even express that much concern. As a result, individuals often consider themselves immune to psychographically tailored advertisements, and lack understanding of how automated approaches and algorithms work in relation to their (and their networks’) personal data. We discuss our findings in relation to wider related research (e.g. crisis fatigue, networked privacy, Protection Motivation Theory) and discuss directions for future research.</p

Examining the Key Factors that Drives Live Stream Shopping Behavior

The purpose of this research was to examine the key factors that drive live-stream shopping behavior in Thailand. The specific objective was to determine the live stream shopping factors that influence purchase intention. The study was driven by the increasing role of e-commerce and live streaming shopping trends through social media marketing. For marketers, live-stream shopping is considered a valuable marketing strategy for commercial businesses to enhance sales, save expenses, and create unique marketing impacts. The study adopted the Uses and Gratification Theory and the Source Credibility Theory. Through these theories, the variables of the study were considered to be entertainment, informativeness, attractiveness, expertise, trustworthiness, culture, and purchase intention. A quantitative research methodology was adopted, with primary data collected from 370 respondents. The model was evaluated using reliability, validity, and CFA. SEM was used to analyse the hypotheses using AMOS and SPSS software. The results of the study indicated that four factors (entertainment, informativeness, expertise, and trustworthiness) have a significant and positive effect on purchase intention. Trustworthiness and entertainment had the highest effect. Attractiveness was found not to influence purchase intention, while culture did not moderate the effect of any variable on purchase intention. The research recommended that live streaming should be trustworthy in terms of sincerity, non-exaggeration, correct information, correct thoughts, and opinions. They should also be entertaining to establish positive interconnectivity between the user and the product or service, and also informative to contribute towards awareness of a product/service and offer insights that influence perceptions and behavioral intentions. Doi: 10.28991/ESJ-2022-06-06-011 Full Text: PD

Optimizing Social Media Functionalities and Message Format for Persuasive Crisis Communication in Tourism

The role of communication intensifies during crisis. As social media is full with cluttered, random and unfiltered information shared by the network of users, some information may caught the attention of the users, some information may be unintentionally missed and others could be intentionally ignored. This conceptual paper proposes an empirical investigation to examine persuasive crisis communication strategies in tourism via social media particularly on factors related to sources of information, message formats and functionalities. Conceptual framework for this study is adapted by integrating Elaborations Likelihood Model (ELM) and Technology Acceptance Model (TAM). An online survey will be developed by using Qualtric Online Survey Software and distributed to tourists who use social media during travel. Descriptive statistics will be generated for categorical variables. One-way analysis of variance (ANOVA) will be performed to compare means between different groups and its statistical significance for variables that used ordinal data

AI and Gender in Persuasion: Using Chatbots to Prevent Driving Under The Influence of Marijuana

Will new media techniques, such as artificial intelligence (AI), help refresh public safety advertising campaigns and help better target specific populations, and aid in persuasive, preventative marketing? This paper used hypocrisy induction as a persuasive tool for standalone artificial intelligence chatbots to test potential behavioral change in the context of marijuana. This research further tested whether the chatbots\u27 gender and language styles impact how persuasive and effective the chat agents are perceived to be using hypocrisy induction. An online experiment conducted with 705 participants (Mage = 42.9, 392 women). where participants interact with a chatbot that is manipulated as male/female and uses formal/causal language. Half of the participants received the hypocrisy induction manipulation. hypocrisy induction is more effective when chatbot gender and linguistic styles are appropriately paired. Participants in the hypocrisy induction condition exhibited higher WTP than those in the non-hypocrisy induction condition when the chatbot they interacted with was female in gender and used casual language. However, hypocrisy induction increased WTP than those who did not receive the hypocrisy induction manipulation when the gender of the chatbot they interacted with was male and used formal language. To the researchers\u27 knowledge, this is among the first studies testing the persuasive power of hypocrisy induction using new media platforms in public safety and health advertising in marijuana studies. Findings not only help to shed light on the persuasiveness of gender and language in standalone chatbots but also provide practical implications for practitioners on the future usage of chatbots

COMBINING THE FOGG BEHAVIOURAL MODEL AND HOOK MODEL TO DESIGN FEATURES IN A PERSUASIVE APP TO IMPROVE STUDY HABITS

Using technology to persuade people to behave in a certain way is an ever-increasing field of study. The ability to persuade individuals is quite clear in e-commerce, where individuals are persuaded to make purchasing decisions. However, it can also be applied to other disciplines, such as education where improving the study behaviour of students would be particularly useful. Forming good study habits can be a challenge for university students who have not done so in the earlier years of their education, or where the pressures of external commitments have eroded previously good habits. We use a combination of the Fogg Behavioural Model and the Hook model to design features for an app as a component of a larger persuasive system to help improve three key areas of study habits: study scheduling, class preparation and group study. The app will be built and tested in a university setting targeting undergraduate students

THE INFLUENCE OF SOCIAL MEDIA ADVERTISING TOWARDS PURCHASE INTENTION OF E-COMMERCE: A STUDY AMONG INDONESIAN MILLENIAL

Abstract. Nowadays, the number of people who spend enormous amounts of time on social media has grown continuously.  This study was designed to understand what factors motivate customers to accept e-commerce advertising on social media. Three dimensions towards social media advertisement were investigated which comprise informativeness, personalization, and entertainment that may have an impact on advertising value as well as brand awareness, and accordingly on customers’ purchase intention.  For this study, data were collected from 232 Indonesian millennials respondents in Jakarta and Bandung through an online questionnaire and tested using a partial least squares (PLS) estimation. The results show that entertainment, informativeness, and personalization are significant related to social media advertising. Among the three dimensions, entertainment has the strongest significant relationship with social media advertising value. Besides, the advertising value of social media affects both e-commerce brand awareness and purchase intention of customers accordingly. The study provides results that allow e-commerce marketers to understand how social media advertising contribute to purchase intention of e-commerce customers.Keywords: Advertising value, Informativeness, Personalization, Entertainment, Brand awareness, Purchase Intention.

Conceptual design model of interactive television advertising: towards influencing impulse purchase tendency

Previous research indicates the importance of content creation development in interactive television (iTV) advertising, which could bring the opportunities for advertisers to increase the effectiveness and interactivity of the iTV advertising. Impulse purchase is one of the important factors that influence consumers to purchase product. Previous studies revealed that impulse purchase behavior has been studied in different medium such as website, traditional television, and retail store. However, those studies are not dedicated to design models to increase impulse purchase tendency on iTV advertising. Hence, this study focuses on the development of a Conceptual Design Model of Interactive Television Advertising that could influence impulse purchase tendency. The model is shortnamed as iTVAdIP. Four (4) specific objectives were formulated: (i) to identify relevant impulse purchase components for iTV advertising, (ii) to develop a conceptual design model and a conformity tool of the iTVAdIP that embed impulse purchase tendency elements, (iii) to validate the proposed conceptual design model, and (iv) to measure the perceived influence of the conceptual design model elements on impulse purchase tendency. This study followed design science research methodology. The conceptual design model was validated through expert review. Then, an instrument was developed to measure the perceived influence of the conceptual design model. Eight dimensions were elicited from various relevant studies to form the instrument which are perceived ease of use, perceived usefulness, clarity, flexibility, visibility, applicability, satisfaction and motivation. A total of 37 potential advertising designers participated in this study. The results show that all dimensions are significantly correlated to the overall perceived influence, and the mean score of the overall perceived influence is high. Therefore, it is concluded that the iTVAdIP conceptual design model with its proposed elements is perceived as able to influence impulse purchase tendency. The iTVAdIP conceptual design model together with the conformity tool are the main contributions of this study. Both can be adopted as impulse purchase design guidelines for the advertising designers particularly the novice ones

The Role of Finance, T.V Advertisements, Electronic & Social Media in the Lifestyle and Purchasing Patterns of Pakistani People

In this descriptive research we quantitatively described the role of television advertisement, electronic and social media and its influence, impact in the lifestyle, purchasing pattern of Pakistanis. We developed the relationships between variables on the basis of theory by our deep study of national level news paper’s articles, past researches. To prove our theory we took public opinion through questionnaire survey and interview techniques. In our interviews with retailers, wholesalers, owner of private media channel, we asked the answer of different questions which relates our study. objectives of this research was to know the reasons of lifestyle changing, scatter mind youth, changing in mood, agitation, rapidness in the behavior of people and the impact of social and electronic media, television advertisement on the society.one of the reason for rapidness in the behavior, mood changing of people is because of the technological advancements and rationally appealing attitude of advertisements. The responsiveness and reactivity of people is being higher, it’s because of fast flourishing media which works on sponsorship whether it’s political or corporation backed. The lifestyle of Pakistanis is depending on electronic and social media, TV advertisements. Which is not only provide information, awareness but also playing role for educating people. People takes information, education at their homes. Their purchasing patterns changes in the response of advertising media. People makes perceptions depending upon the information they gets from television and their social network. Keywords: Lifestyle, Purchasing patterns, Pakistani electronic &amp; social media, Television Advertisement, Role of Financ

The Discourse of Propaganda in Traveloka’s YouTube Advertising Videos

This present study was conducted to analyze the propaganda techniques used by Traveloka in their YouTube social media advertising strategy. The material of analysis were videos taken from 2015 to 2019. Anaylsis of propaganda techniques proposed by Filene in 1937 and followed by Abd. Kadir, Hasan & Sauffiyan, 2014 were used to identify how Traveloka persuade its customers.  Finding shows that Traveloka used six techniques of propaganda in its advertising videos to; glittering generality, plain folks, card staking, visual symbol of power, music of propaganda and arousal of emotion to promote its products. The use of propaganda technique is very likely becoming one of the main reasons behind their customers and target audiences use of their services