Native advertising : attitudes, value and purchase intention

textNative-form advertising in the digital space can most easily be defined as promotional content constructed to mimic the form and structure of the website that it is embedded on. With the rise of user generated content and social media, digital native advertising is fast becoming a popular promotional tactic for brands looking to engage with an online audience. This study examines whether this form of advertising significantly impacts consumer attitudes towards the ad, value of the ad and purchase intention of the promoted product across three product categories. Although not significant, results suggest that native advertising positively impacts entertainment- and lifestyle-based products, while information-based service industries, including cyber security, saw a negative reaction from respondents. That said, product category did influence attitude toward the ad and ad value regardless of the ad type. Moreover, a strong positive correlation between product involvement and purchase intention was found, indicating the need to target specific audiences with online native advertising.Advertisin

News in an era of content confusion: effects of news use motivations and context on native advertising and digital news perceptions

This study examined the effects of differing native advertising framing contexts (hard versus soft news) and individuals’ news use motivations on ability to perceive commercialized content, evaluations of native advertising, and ensuing digital news perceptions. Based upon the framework of the persuasion knowledge model, an online experiment was conducted among a sample of U.S. adults (N = 684). When revealed as advertising, people were more likely to perceive the hard news rather than the soft news framing as commercial in nature. Furthermore, hard news approaches to native advertising were perceived unfavorably by audiences and tarnished the subsequent reporting of actual journalists.Accepted manuscrip

Development of Mass Communication Strategies for Church Growth: Engaging American Culture

In this analysis, methods of mass communication employed by the church throughout its history will be reviewed. The context for this church study is specifically within American culture. Strategies for the most effective form of mass communication have evolved drastically within the past few years. For the church to properly engage in culture, it must understand the communication strategies that have intentionally or unintentionally been utilized throughout its history. An effective method of mass communication for the church is proposed

Preventing and responding to gender-based violence in middle and low-income countries : a global review and analysis

Worldwide, patterns of violence against women differ markedly from violence against men. For example, women are more likely than men to be sexually assaulted or killed by someone they know. The United Nations has defined violence against women as"gender-based"violence, to acknowledge that such violence is rooted in gender inequality and is often tolerated and condoned by laws, institutions, and community norms. Violence against women is not only a profound violation of human rights, but also a costly impediment to a country's national development. While gender-based violence occurs in many forms throughout the life cycle, this review focuses on two of the most common types-physical intimate partner violence and sexual violence by any perpetrator. Unfortunately, the knowledge base about effective initiatives to prevent and respond to gender-based violence is relatively limited. Few approaches have been rigorously evaluated, even in high-income countries. And such evaluations involve numerous methodological challenges. Nonetheless, the authors review what is known about more and less effective-or at least promising-approaches to prevent and respond to gender-based violence. They present definitions, recent statistics, health consequences, costs, and risk factors of gender-based violence. The authors analyze good practice initiatives in the justice, health, and education sectors, as well as multisectoral approaches. For each of these sectors, they examine initiatives that have addressed laws and policies, institutional reforms, community mobilization, and individual behavior change strategies. Finally, the authors identify priorities for future research and action, including funding research on the health and socioeconomic costs of violence against women, encouraging science-based program evaluations, disseminating evaluation results across countries, promoting investment in effective prevention and treatment initiatives, and encouraging public-private partnerships.

Social media: a new way of public and political communication in digital media

Today, social media are the new way of public and political communication in digital marketing. Companies or organizations are no longer the exclusive owners of the relation of consumers with their products/services; instead, the survival of the organizations depends of the effective utilization of the social media. New web technologies have made it easy for anyone to create and distribute their own content.  A tweet can be viewed by virtually millions of people for free, and advertisers don’t have to pay publishers huge sums of money to embed their messages. More consumers are on social media than ever before, and every second a company is not engaged is a wasted opportunity [1]. Consumers trust other people to provide recommendations about products and services in a very active way and it is important to know how and why social media influence organizations. This study analyzes through a literature review the importance of public and political communication through social media and proposes a model of business for successful marketing strategies

What attracts vehicle consumers’ buying:A Saaty scale-based VIKOR (SSC-VIKOR) approach from after-sales textual perspective?

Purpose: The increasingly booming e-commerce development has stimulated vehicle consumers to express individual reviews through online forum. The purpose of this paper is to probe into the vehicle consumer consumption behavior and make recommendations for potential consumers from textual comments viewpoint. Design/methodology/approach: A big data analytic-based approach is designed to discover vehicle consumer consumption behavior from online perspective. To reduce subjectivity of expert-based approaches, a parallel Naïve Bayes approach is designed to analyze the sentiment analysis, and the Saaty scale-based (SSC) scoring rule is employed to obtain specific sentimental value of attribute class, contributing to the multi-grade sentiment classification. To achieve the intelligent recommendation for potential vehicle customers, a novel SSC-VIKOR approach is developed to prioritize vehicle brand candidates from a big data analytical viewpoint. Findings: The big data analytics argue that “cost-effectiveness” characteristic is the most important factor that vehicle consumers care, and the data mining results enable automakers to better understand consumer consumption behavior. Research limitations/implications: The case study illustrates the effectiveness of the integrated method, contributing to much more precise operations management on marketing strategy, quality improvement and intelligent recommendation. Originality/value: Researches of consumer consumption behavior are usually based on survey-based methods, and mostly previous studies about comments analysis focus on binary analysis. The hybrid SSC-VIKOR approach is developed to fill the gap from the big data perspective

Digital and Media Literacy: A Plan of Action

Outlines a community education movement to implement Knight's 2009 recommendation to enhance digital and media literacy. Suggests local, regional, state, and national initiatives such as teacher education and parent outreach and discusses challenges