The development and testing of a child-inspired advertising disclosure to alert children to digital and embedded advertising

Via three studies, this article aims to develop and test an advertising disclosure which is understandable for children (ages six to 12 years old) and which can alert them to different types of advertising in multiple media formats. First, cocreation workshops with 24 children (ages eight to 11 years old) were held to determine a selection of disclosure designs based on insights from the target group. Second, two eye-tracking studies among 32 children (ages six to 12 years old) were conducted to test which of these disclosure designs attracted the most attention when the disclosures were integrated into a media context. These studies led to the selection of the final advertising disclosure: a black rectangular graphic with the word Reclame! (i.e., Dutch for "Advertising!") in yellow letters. Finally, a two-by-two, between-subjects experimental study (disclosure design: existing versus child-inspired advertising disclosure; advertising format: brand placement versus online banner advertising) with 157 children (ages 10 and 11 years old) was performed to test the effectiveness of the child-inspired disclosure by comparing it with existing ones. This study not only showed that children recognized, understood, and liked the child-inspired disclosure better than the existing ones, but they were also better able to recognize advertising after exposure to this child-inspired advertising disclosure

The effectiveness of betting odds in digital gambling advertising for sports betting

Digital gambling advertising is omnipresent nowadays and leads young adults easily and directly to online gambling websites, challenging their self-control and inducing impulsive behaviors. The current study examines how including betting odds in digital gambling advertising for sports betting affects young adults’ gambling intentions and gambling attitudes toward sports betting and whether positive affective reactions toward the advertising can explain this. In addition, the moderating roles of gender and advertising format are investigated. The results of a two (advertising strategy: no odds advertising versus odds advertising) by two (digital advertising format: social media ad versus online banner) between-subjects experiment among 150 young adults (18 to 25 years) show that odds advertising (compared to an ad not including odds) led to more positive affective reactions toward the sports betting advertisement, which subsequently positively affected both gambling intentions and gambling attitudes. However, these results were only true for men and not for women. Finally, there was no moderating role of digital advertising format

The effectiveness of betting odds in digital gambling advertising for sports betting

Digital gambling advertising is omnipresent nowadays and leads young adults easily and directly to online gambling websites, challenging their self-control and inducing impulsive behaviors. The current study examines how including betting odds in digital gambling advertising for sports betting affects young adults’ gambling intentions and gambling attitudes toward sports betting and whether positive affective reactions toward the advertising can explain this. In addition, the moderating roles of gender and advertising format are investigated. The results of a two (advertising strategy: no odds advertising versus odds advertising) by two (digital advertising format: social media ad versus online banner) between-subjects experiment among 150 young adults (18 to 25 years) show that odds advertising (compared to an ad not including odds) led to more positive affective reactions toward the sports betting advertisement, which subsequently positively affected both gambling intentions and gambling attitudes. However, these results were only true for men and not for women. Finally, there was no moderating role of digital advertising format

Gender effects in influencer marketing : an experimental study on the efficacy of endorsements by same- vs. other-gender social media influencers on Instagram

Women largely dominate the influencer business, and previous studies often either have focused on female social media influencers, or else matched the influencer's gender with the participant's gender in experimental research, as it is assumed that same-gender endorsements may increase persuasion. However, no empirical research is available yet that examines how the influencer's gender affects the persuasiveness of sponsored content posted by this influencer. Therefore, this paper reports on the results from an experimental study (N = 241) testing whether a sponsored post leads to more engagement and greater brand attitude when endorsed by a male vs. a female influencer, and whether the participants' gender moderates this effect. The results revealed no main effects of an influencer's gender, however, an interaction effect was found with participants' gender. More specific, and in line with social identity theory, results suggest that women perceive themselves to be more similar to the female compared to the male influencer, leading to stronger feelings of parasocial interaction, which in turn positively affect brand attitude and post engagement. For men, no differences were found between a male and female influencer on brand attitude nor post engagement through perceived similarity and parasocial interaction. These findings' implications will be discussed further