looking forward

Purpose: The aim of the paper is to bring together the state-of-the-art research and theory from the communication and service research fields to examine the implications of new technologies for the future of service communication. Design/methodology/approach: The authors apply the media affordances perspective to develop an overarching framework that facilitates theoretical conceptualization and research question formulation on the constantly evolving technology-enabled communication formats. Findings: Central to the forward-looking framework of service communication facilitated by new technologies, this paper identifies various affordances at the service frontline where service customers and providers interact with the technologies. Customers are empowered to expand their roles blurring the role distinction between service providers and customers. Depending on what kind of relationships service providers form with the emerging technologies, they may develop new service communication strategies and new interaction possibilities with customers. As a result, the technologies' affordances would facilitate value creation outcomes that can manifest in the external (whether it is in the physical or digital space) and/or internal (one's own mind) spaces. Applying the affordances framework, the authors map out four key areas of future research regarding new technologies in service communication: (1) social media technologies; (2) multisensory reality-enhancing technologies; (3) AI-enabled voice assistants; and (4) AI-driven service robots. Originality/value: This paper proposes an original theoretical framework to stimulate and guide future research and theory development regarding the implications of new technologies in the constantly evolving and complex service communication landscape.peerReviewe

Seniors\u27 Uncertainty Management Of Direct-To-Consumer Prescription Drug Advertising Usefulness

This study provides insight into seniors\u27 perceptions of and responses to direct-to-consumer prescription drug advertising (DTCA) usefulness, examines support for DTCA regulation as a type of uncertainty management, and extends and gives empirical voice to previous survey results through methodological triangulation. In-depth interview findings revealed that, for most informants, DTCA usefulness was uncertain and this uncertainty stemmed from 4 sources. The majority had negative responses to DTCA uncertainty and relied on 2 uncertaintymanagement strategies: information seeking from physicians, and inferences of and support for some government regulation of DTCA. Overall, the findings demonstrate the viability of uncertainty management theory (Brashers, 2001, 2007) for mass-mediated health communication, specifically DTCA. The article concludes with practical implications and research recommendations. © Taylor & Francis Group, LLC

Developmental antecedents to children's responses to online advertising

Many critics have raised concerns about online advertising directed to children. This study investigated the role of several antecedent variables that may impact children’s attitudinal and behavioural responses to online advertising. Specifically, online ad scepticism, family communication patterns, time spent on the internet, and perceived internet competency were examined as factors that may impact children’s online advertising attitudes and behaviours. A survey conducted with a dyad sample of 381 parents–preteens in South Korea revealed that children with high scepticism towards online advertising, who spent less time using the internet and who perceived lower levels of confidence about their internet skills were more likely to have a negative attitude towards online advertising and less likely to disclose personal information to online marketers. However, the relationship between family communication and children’s responses to online advertising found in this study was inconsistent with the previous empirical findings. Implications of findings are discussed and directions for future research suggested

Perceived Effects Of Direct-To-Consumer (Dtc) Prescription Drug Advertising On Self And Others: A Third-Person Effect Study Of Older Consumers

In this paper, we present results of a survey designed to (1) explore older consumers\u27 perceptions of direct-to-consumer (DTC) advertising effects on themselves and others; (2) determine how those perceptions are influenced by respondent characteristics; and (3) examine how self/other effect perceptions are related to ad-prompted behaviors. The results provide evidence to support the operation of the third-person effect in DTC advertising. Findings indicate that (1) older consumers believe that DTC advertising exerts its greatest influence on them, not me ; (2) older consumers\u27 third-person perceptions of DTC ad effects are multidimensional, and different effect dimensions show different magnitudes of the third-person effect; and (3) the third-person effect in DTC advertising is influenced by receiver-specific characteristics and predicts behavior following DTC ad exposure better than demographics and other receiver-specific variables. The study\u27s findings extend several streams of research, including the literature on advertising and the older adult market, DTC advertising, and the third-person effect. © 2006 American Academy of Advertising. All rights reserved

Media Credibility And Informativeness Of Direct-To-Consumer Prescription Drug Advertising

In this article, we report the results of a study conducted to determine consumer perceptions of the media credibility and informativeness of direct-to-consumer prescription drug advertising (DTC advertising) and to examine how those perceptions are influenced by consumer predispositions and demographic characteristics, especially consumer age. This study specifically surveyed older consumers, who are the most significant market segment for prescription drugs and particularly susceptible and vulnerable to commercial persuasion. Older consumers\u27 perceptions of DTC advertising were found to be neutral but their evaluation of informativeness was found to be more positive. Attitude toward DTC advertising and DTC advertising familiarity predicted perceived credibility across various media and attitude toward DTC advertising was the most prominent predictor of perceived informativeness. Age and usage of different media were also found to predict credibility and informativeness of DTC advertising in certain types of media. This study\u27s findings provide insight into how older consumers evaluate various DTC advertising media as an information source. © 2004 by The Haworth Press, Inc. All rights resetved