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

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

Antecedents and Consequences of Mobile Advertising Intrusiveness

Consumers’ negative perceptions toward mobile advertising have been a major impediment to its wider acceptance. This study examines the effects of perceived value of the mobile advertising and consumer privacy violation would have on consumers’ perceived mobile advertising intrusiveness, as well as the relationships of intrusiveness with perceived ad irritation and ad avoidance behavior. Results from a survey of 103 Chinese mobile consumers suggest that informativeness of mobile advertising reduces perceived intrusiveness, consumer privacy concern positively affects intrusiveness, while a higher level of perceived intrusiveness positively impacts ad irritation and ad avoidance behavior

Evaluating children exposure to digital marketing of unhealthy foods in Portugal with World Health Organization Framework CLICK

ABSTRACT - Introduction: Exposing children and adolescents to marketing of unhealthy food and beverages impacts their eating preferences and behaviour, affecting their body weight. Hence, the World Health Organization recommends restricting and monitoring such marketing. This study aims to provide insights on the exposure of Portuguese children to digital marketing of HFSS foods and beverages from different sources. Methods: Three steps of the World Health Organization Framework – CLICK – were applied. This consisted of a review of published-available data for Portugal, a content analysis of YouTube videos from two popular influencers among Portuguese children and a pilot-study with 11 children testing a software that identifies paid-for digital marketing aimed at children. Results: Of the 68 YouTube videos analysed, 60% of these included food and beverage cues, of which 70% were classified as less healthy. Ready-made and convenience foods (23.1%) were the most frequent featured products. In the pilot study, the participants were exposed to 162 ads on YouTube (n=9) and 670 ads on Instagram (n=6 children). 1.9% of the YouTube ads and 3.6% of the Instagram ads promoted HFSS foods and beverages. Conclusion: This study tested novel methodologies, providing insights on the current situation in Portugal where children are being exposed to HFSS food from paid-for advertising. Additionally, and given the growing body of evidence on the impact from influencer food marketing on children’s eating behaviour, this exploratory study provided important insights on the digital content which children are being exposed to. More research is undoubtedly needed in this area.RESUMO - Introdução: A exposição das crianças ao marketing digital de alimentos e bebidas não saudáveis influencia as suas preferências, comportamentos e o seu peso corporal, sendo uma recomendação da Organização Mundial da Saúde a restrição e monitorização desta exposição. Este estudo pretende explorar a exposição das crianças portuguesas ao marketing digital de alimentos e bebidas com elevado teor de gordura, açúcar e sal (“HFSS”). Métodos: Foram implementadas três etapas da Framework da Organização Mundial da Saúde Europa – CLICK, através da realização de uma revisão de estudos publicados, uma análise de conteúdo a vídeos de YouTube de dois influenciadores, populares entre as crianças portugueses, e um projeto piloto, com 11 crianças, para testar um software que identifica publicidade paga. Resultados: Dos 68 vídeos do YouTube analisados, 60% incluíram referências a alimentos e bebidas, dos quais 70% foram classificados como menos saudáveis. As refeições pré-preparadas e de conveniência (23,1%) foram os produtos mais frequentes. No estudo piloto, os participantes foram expostos a 162 anúncios no YouTube (n=9 crianças) e a 670 anúncios no Instagram (n=6 crianças), tendo 1,9% dos anúncios do YouTube e 3,5% dos anúncios do Instagram promovido alimentos e bebidas “HFSS”. Conclusão: Este estudo testou metodologias inovadoras, permitindo obter uma indicação da situação atual em Portugal, na qual as crianças estão a ser expostas a publicidade paga de alimentos “HFSS”. Adicionalmente, e considerando a crescente evidência do impacto do marketing alimentar promovido por influenciadores no comportamento alimentar das crianças, este estudo contribuiu para uma melhor compreensão do conteúdo desta exposição. É, inquestionavelmente, necessária mais investigação nesta área

Evaluating implementation of the WHO set of recommendations on the marketing of foods and non-alcoholic beverages to children: Progress, challenges and guidance for next steps in the WHO European Region

This paper describes the status of the implementation of the WHO Set of Recommendations on the Marketing of Foods and Non-alcoholic Beverages to Children (2010). The Set of Recommendations, adopted by the World Health Assembly, urges Member States to reduce the impact on children of the marketing of energy-dense, highly processed foods and beverages that are high in saturated fats, trans fats, free sugars and/or salt (HFSS). A growing body of independent monitoring and research indicates that existing policies and regulations are markedly insufficient to address the continuing challenges in this field. This report identifies loopholes, ongoing challenges, and factors that Member States need to consider to effectively limit the harmful impact that HFSS food marketing has on children, their health and their rights. Policies and regulations tend to use narrow definitions and criteria (they frequently apply to pre-digital media only, to younger children and not to adolescents, and to “child-directed” media, rather than those with the greatest child audiences), and they almost never address the complex challenges of crossborder marketing. This situation can be explained, in part, by the strong scrutiny and opposition that countries have faced from parts of the private sector, and by weak self-regulatory schemes. As a result, and in order to ensure that States uphold their legal obligations to protect the child’s right to health and related rights, the World Health Assembly requested that WHO provides additional technical support to Member States in implementing the Set of Recommendations. This report identifies challenges States need to address

Size does matter:Effects of in-game advertising stimuli on brand recall and brand recognition

Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from academics.Drawing on product placement literature, this study explores the influence of size (small, large), order (primacy, recency) and level of absorption (low, high) on consumer memory (brand recall and recognition) of well-known brands placed in a racing game. Using a controlled experiment, 285 participants were recruited to play the sports video game Trackmania 2 Canyon. Results indicate a positive effect of size, but order and level of absorption had no effect on brand recall and brand recognition. In particular, large size brands are recalled and recognised significantly better. Findings offer important implicationsfor marketers in a global gaming industry that is steadily growing

A content analysis of how 'normal' sports betting behaviour is represented in gambling advertising

The pervasiveness of sports betting marketing and advertising is arguably normalising betting behaviour among increasingly larger groups of population. In their adverts, bookmakers represent characters and situations that conventionalise betting and promote specific behaviours while ignoring others. The present study examined a sample of British and Spanish sports betting television adverts (N=135) from 2014 to 2016 to understand how bettors and betting are being represented. Using content analysis, 31 different variables grouped into seven broad categories were assessed, including general information about the advert, the characters and situations represented, the identification of the characters with sports, the use of online betting, the co-representation of gambling along other risky behaviours such as eating junk food and drinking alcohol, the amount of money wagered, and other variables such as the representation of free bets, humour, and celebrities. The results showed a male-dominant betting representation with no interaction between women. Typically, bettors were depicted surrounded by people but isolated in their betting, emphasizing the individual consumption practice that mobile betting promotes. In-play betting was observed in almost half of the adverts. A little empirical evidence indicates that betting while watching sport in betting adverts is associated with emotionally charged situations such as celebrations and/or alcohol drinking. Bettors were typically depicted staking small amounts of money with large potential returns, implying high risk bets. Overall, the study provides preliminary evidence in understanding the social representation of betting behaviour by bookmakers and critiques the problematic consequences of such representation from a public health perspective

Tackling food marketing to children in a digital world: trans-disciplinary perspectives. Children’s rights, evidence of impact, methodological challenges, regulatory options and policy implications for the WHO European Region

There is unequivocal evidence that childhood obesity is influenced by marketing of foods and non-alcoholic beverages high in saturated fat, salt and/or free sugars (HFSS), and a core recommendation of the WHO Commission on Ending Childhood Obesity is to reduce children’s exposure to all such marketing. As a result, WHO has called on Member States to introduce restrictions on marketing of HFSS foods to children, covering all media, including digital, and to close any regulatory loopholes. This publication provides up-to-date information on the marketing of foods and non-alcoholic beverages to children and the changes that have occurred in recent years, focusing in particular on the major shift to digital marketing. It examines trends in media use among children, marketing methods in the new digital media landscape and children’s engagement with such marketing. It also considers the impact on children and their ability to counter marketing as well as the implications for children’s rights and digital privacy. Finally the report discusses the policy implications and some of the recent policy action by WHO European Member States

The effects of in-game advertising on purchase intention of digital objects

A major pandemic struck in 2020, the COVID-19 affected many industries around the world except the video game industry. The video games industry has grown so much in the past decades, that has created many opportunities for the market. Past studies have shown the positive effects that product placement has on the consumers' purchase intention and this study focus on the impact of in-game advertising on the purchase intention of different in-game digital objects. To verify if the type of digital object affects brand awareness, if brand fit moderates the effects of the type of digital object on brand awareness, if brand awareness affects purchase intention and if purchase intention differs between the groups; a survey was conducted with 300 players from the game Mobile Legends: Bang Bang and they were separated into 5 different groups in which every group saw one different condition; where one brand (high fit or low fit) appears in one different virtual items(skin or statue) and one condition was the control group that did not see any brand. The results show that brand awareness is a predictor of purchase intention towards the digital object and the people that recalled the brand had a higher level of purchase intention when compared to the people that not recalled the brand. The virtual item skin has also a higher level of purchase intention when compared to the statue. And the control group has higher levels of purchase intention when compared to the remaining groups.Uma grande pandemia atingiu 2020, o COVID-19 afetou muitas indústrias ao redor do mundo exceto a indústria de videogames. A indústria de videogames cresceu tanto nas últimas décadas que criou muitas oportunidades para o mercado. Estudos anteriores mostraram os efeitos positivos que a publicidade indireta tem na intenção de compra dos consumidores e este estudo foca nos impactos da publicidade no jogo na intenção de compra de diferentes objetos digitais. Para verificar se o tipo de objeto digital afeta a consciência de marca, se brand fit modera os efeitos do tipo de objeto digital na consciência de marca, se a consciência de marca afeta a intenção de compra e se a intenção de compra difere entre os grupos; foi realizada uma pesquisa com 300 jogadores do jogo Mobile Legends: Band Bang e eles foram separados em 5 grupos diferentes onde cada grupo viu uma condição diferente; uma marca (high fit e low fit) aparece em um item virtual diferente (skins e estátuas) e uma condição é o grupo controle que não viu marca. Os resultados mostram que a consciência de marca é preditor da intenção de compra do objeto digital e as pessoas que se lembram da marca apresentam um nível de intenção de compra maior quando comparadas com as pessoas que não se lembram da marca. O item virtual skin possui um nível maior de intenção de compra quando comparada às estátuas. E o grupo controle apresenta maiores níveis de intenção de compra quando comparado aos demais grupos

Advergaming - How does cognitive overload effect brand recall? Differences between in-game advertising (IGA) and advergames

Advergaming serves as a new and valuable form of online advertising, especially for companies that target young consumers. This study examines the impacts of cognitive overload with placement prominence on respondents' brand recall, recognition and brand attitudes. An experiment was conducted on a group of university students with an exposure to an advergame under low and high cognitive load stimulus. Results showed that brands that are placed prominently are better recalled in high cognitive load condition. However, cognitive overload doesn't have any significant effect on the recognition of the main brand in which the advergames is specifically designed. Moreover, there is no difference in recall of subtly placed products in low and high cognitive load conditions. However, there is a significant difference in brand attitude in different cognitive loads. The study both investigated the context of advergames and as well in-game advertising (IGA) situations. The results of the study have both practical and theoretical implications.Publisher's Versio