Advances in Advertising Research (Vol. XII): Communicating, Designing and Consuming Authenticity and Narrative

Description

This volume is a compilation of research presented at the 19th International Conference in Advertising (ICORIA), held in Bordeaux (France) in June 2021. Renowned scholars from around the globe share their knowledge and contribute to state-of-the-art research on advertising research. This volume is intended to academic, professional and student readership. Contents Sales Promotion Posts Across Different Social Media: A Text-Based Analysis 1 Introduction 2 Literature Review 2.1 Consumer Sales Promotions 2.1.1 Monetary Incentives 2.1.2 Prize Promotions 2.1.3 Product Promotions 2.2 Speech Acts in Sales Promotion Posts 2.3 Sales Promotion Posts on Social Media 2.4 Differences between Social Media Platforms 2.5 The Interaction between Sales Promotion Types and Social Media Platforms 3 Method 3.1 Sample 3.2 Sentence Database Development and Speech Acts Coding 3.3 Analysis 4 Results 5 Discussion 5.1 Managerial Implications 5.2 Limitations and Further Research Directions References I Want to Talk to You: Chatbot Marketing Integration 1 Introduction 2 Background 2.1 Factors Driving Ease of Use and Quality Perception 2.2 Attitudes towards Chatbots 3 Method 3.1 Participants 3.2 Procedure and Instrument 3.3 Analytical Procedure 4 Results 5 Discussion 5.1 Factors Driving Ease of Use and Quality Perception 5.2 Attitudes Formation and Change 6 Conclusions References To Inform or to Persuade—that is the Question: An Inquiry into the Reception and Empowerment Potential of COVID-19 Health Risk Messages 1 Introduction 2 Health Communication in Times of Crisis 3 Designing Health Risk Messages 3.1 Effective Health Risk Messages 3.2 Designing Health Risk Messages 3.3 Utilizing Different Message Appeals 3.4 Empowering Individuals 4 Empirical Study 4.1 Study Purpose 4.2 Stimulus Material 4.3 Study Design and Data Collection 4.4 Operationalization of Variables 5 Results 6 Discussion of Results 7 Limitations and Directions for Future Research References Wellness Among Gen Zs in Western and Eastern Cultures During COVID-19 1 Introduction 2 Research Objectives 3 Research Method 3.1 Data Collection 3.2 Data Analysis 4 Findings 4.1 Perceptions of Wellness 4.2 Products, Services, and Brands as Means of Achieving Wellness 5 Discussion 6 Managerial Implications and Theoretical Contributions 7 Limitations and Future Research References Examining Affect, Relevance, and Creepiness as Underlying Mechanisms of Consumers’ Attitudes Toward Synced Ads in Valenced Contexts 1 Introduction 2 Literature Review 2.1 Synced Advertising 2.2 Context and Affect 2.3 Perceived Personal Relevance 2.4 Perceived Creepiness 3 Method 3.1 Design and Sample 3.2 Procedure 3.3 Pretest 3.4 Variables 4 Results 4.1 Manipulation Check 4.2 Model Testing 5 Discussion References Intentional Viewing of Skippable Ads on YouTube: An Exploratory Study 1 Introduction 2 Literature Review 2.1 Research on Ad Avoidance Behavior and Influencing Factors 2.2 The Role of Awareness of the Ad-Based Business Model 3 Method 3.1 Study Design and Procedure 3.2 Questionnaire and Measures 4 Results 4.1 Sample Characteristics and Descriptive Data 4.2 Data Analysis Results by Research Questions 5 Summary and Discussion References Effects of Sponsorship Disclosure on Brand Attitude via Resistance Strategies Under Moderation of Review Valence in Online Consumer Reviews 1 Introduction 2 Theoretical Framework 2.1 Sponsored Online Consumer Reviews and Disclosures 2.2 Mediation via Resistance Strategies: Counterarguing and Source Derogation 2.3 Moderating Role of Review Valence 3 Methods 4 Results 5 Discussion and Conclusion References Consumer Differences in Chilling Effects 1 Introduction 2 Theoretical Framework 2.1 Corporate Surveillance and Chilling Effects 2.2 Consumer Differences and Chilling Effects 2.2.1 Attitudes Towards Personalized Advertising 2.2.2 Privacy Concerns 2.2.3 Need for Self-Presentation 3 Method 3.1 Study 1 3.2 Study 2 4 Results 4.1 Attitude Towards Personalization 4.2 Privacy Concern 4.3 Self-Presentation Needs 5 General Conclusion and Discussion References Signaling Authenticity: Practitioner Views of the Signaling Power of Creative Advertising in a Digital World 1 Introduction 1.1 Signaling Theory 1.2 Advertising Creativity as a Signal 1.3 The Digital Context 2 Method 3 Findings and Discussion 3.1 Digitization and Advertising 3.2 Creepy Advertising 3.3 Savvy Consumers 3.4 Doing More With Less 3.5 What’s Happening to Creativity? 4 Conclusion References Brand Match vs. Mismatch and Its Impact on Avoidance Through Perceived Surveillance in the Context of Synced Advertising 1 Introduction 2 Literature Review 2.1 Synced Advertising 2.2 Perceived Surveillance and Ad Avoidance 3 Methods 4 Results 5 Discussion References A Conceptual Framework and Measurement Instrument Development for Authentic Narrative in Branded Entertainment 1 Introduction 2 Theoretical Overview 2.1 Authentic Narrative in Branded Entertainment 2.1.1 Brand Identity Alignment 2.1.2 Sincerity 2.1.3 Emotional Meaning 2.1.4 The Effect of Authentic Narrative on Brand Attitude 3 Research Objective 4 Method 4.1 Pretest 4.2 Sample 4.3 Procedure 5 Measuring Instrument 6 Results 6.1 Dimensionality and Item Reduction 6.2 Hypothesis Testing 7 Discussion and Conclusion Appendix References A Peak Into Individuals’ Perceptions of Surveillance 1 Introduction 2 Theoretical Background 3 Method 3.1 Participants and Procedure 3.2 Measures 4 Results 4.1 Perceived Source 4.2 Perceived Purpose 4.3 Perceived Surveillance 5 Discussion References Personality and Susceptibility to (Targeted and Tailored) Advertising for Green Products: A Machine-Learning Approach Based on Online Reviews 1 Introduction 2 Theoretical Background 2.1 Algorithmic MBTI Personality Prediction With Online Reviews 2.2 Psychographic Targeting of Social Media ads for Green Products and ad Relevance 2.3 Psychographic Tailoring of Social Media ads for Green Products and ad Fluency 3 Methods 3.1 Design and Sample 3.2 Stimulus Materials 3.3 Procedure 3.4 Independent Variables 3.5 Dependant Variables 3.6 Mediator Variables 4 Results 4.1 Suspician and Manipulation Check 4.2 Hypothesis Testing 5 General discussion 5.1 Theoretical Contributions 5.2 Methodological Contributions 5.3 Practical Implications 6 Appendices 6.1 Appendix A: Ads used in the Experiment—Thinking ad (Left) & Feeling ad (Right) 6.2 Appendix B: Product Description used for Product Review 6.3 Appendix C: Detailed Information about the Personality-Classifier Algorithm 6.3.1 Personality Classifier Algorithm: Data Collection 6.3.2 Machine-Learning Model References Empowered by Innovation: Unravelling Determinants of Idea Implementation in Open Innovation Platforms 1 Introduction 2 Basic Problems 3 Theoretical Framework 3.1 Ideator Activity 3.2 Innovation Signals 3.3 Other Customers’ Interest 3.4 Sentiment 4 Methodology 4.1 Data 4.2 Variables 4.3 Analysis 5 Results 6 Conclusions References A Typology of Consumer Activism: Resolving Conceptual Inexactitude and Systematizing the Nuances of Anti-Brand Behaviors 1 Introduction 2 Hermeneutical Literature Review 3 Conceptual (In)Definitions 4 Typology 5 Conclusion References Vulnerable Audiences’ Responses to Covid-19 Corporate Social Responsibility Advertising 1 Introduction 2 Literature Review 2.1 Segments Most Vulnerable to Covid-19 2.2 Covid-19 Corporate Social Responsibility (CSR) Advertising 3 Theoretical Foundations 3.1 Health Belief Model 4 Study 4.1 Sample 4.2 Experimental Design and Stimuli 4.3 Measurement 4.4 Procedure 4.5 Results 5 Discussion and Conclusion 5.1 Implications for Consumer Groups 5.2 Impacts of Covid-19 CSR Ads on Minority Consumes 5.3 Impacts of Covid-19 CSR Ads on Older Consumers 5.4 Impacts of Covid-19 CSR Ads by Gender 5.5 Impacts of Covid-19 CSR Ads by Parental Status 5.6 Impacts of Store Type 5.7 Theoretical Contributions References Types of Humour in Spanish-Speaking Awarded Ads 1 Introduction 2 Objectives and Method 3 Results and Discussion 4 Conclusions Appendix References Advertising Management: Scheduling and Strike of the Pandemic Situation 1 Introduction 2 Theoretical Background 3 Data and Methods 4 Results 5 Discussion and Conclusion References Narrating Pain to Make You Understand: Using Novel Metaphors to Increase Empathy 1 Introduction 2 Study 1: Migraine 2.1 Method 2.1.1 Procedure and Participants 2.1.2 Stimulus 2.1.3 Measures 2.2 Results 3 Study 2: Depression 3.1 Method 3.2 Results 4 Discussion References Advertising Inauthentic Experiences Based on Attitude Functions 1 Introduction 2 Attitude Functions 3 Advertising Inauthentic Experiences 4 Main Study 5 Discussion and Future Studies References Is this Endorsement Authentic? The Role of Message Sequence in Influencer Marketing 1 Introduction 2 Literature Review and Hypotheses Development 2.1 The Importance of Authenticity in Influencer Marketing 2.2 Perceived Endorsement Authenticity 2.3 Message Sequence and Perceived Endorsement Authenticity 2.4 Impact of Endorsement Authenticity on Brand Attitude and Influencer Credibility 3 Method 3.1 Study Design 3.2 Stimuli Development 3.3 Main Study Participants 3.4 Main Study Procedure 3.5 Measures 4 Data Analysis and Results 5 Discussion 5.1 Summary of Findings 5.2 Theoretical Contributions 5.3 Managerial Implications 5.4 Limitations & Future Studies References Personality Traits Conveyed by Hard Sell and Soft Sell Voices in France 1 Introduction 2 Voice, Personality and Attractiveness 3 Hard Sell and Soft Sell Advertising Approaches 4 Acknowledging the Influence of Culture 4.1 France: A Soft Sell Advertising Environment 5 Method 5.1 Message and Participants 5.2 Survey Instrument 5.3 Analysis 6 Results 6.1 Perception of Hard Sell Voices (MHS vs FHS) 6.2 Perception of Soft Sell Voices (MSS vs FSS) 6.3 Perceptions of Hard Sell vs Soft Sell Voices 7 Conclusion References Does Social Eating Equal Unhealthy and Calorie-Dense Eating? A Quantitative Content Analysis of Belgian Television Food Advertising 1 Introduction 2 The Social Context in Food Advertising 3 Hypotheses 4 Method 4.1 Coding Scheme 4.2 Intercoder Reliability 4.3 Analyses 5 Results 5.1 General Descriptive Results 5.2 Hypotheses Testing 6 Discussion References Emotional Persuasion in Localized Advertising—Analyzing the Dialectal Language and Visual Images 1 Introduction 2 Research Objectives 3 Methods 3.1 Phase 1: Quantitative Analysis 3.2 Phase 2: Qualitative Analysis 3.3 Data Collection 3.4 Data Analysis 4 Findings 4.1 Content Analysis of Language 4.2 Content Analysis of Images 4.3 Linguistic Analysis 4.4 Semiotic Analysis 5 Discussion 6 Theoretical Contributions and Managerial Implications 7 Limitations and Future Research Appendices References