With the growing sophistication of social media, virality online content has become an indicator message effectiveness. We argue for a comprehensive definition that extends to networking and microblogging sites, by emphasizing users’ behaviors beyond shear access viewership. Across two studies, we investigate viral behavioral intentions (VBIs) toward pro-social messages shared on Facebook Twitter. further explore how motivations uses Twitter predict VBIs these websites.

Growth in the popularity of social networking sites (SNSs) such as Facebook has been accompanied by unintended negative results (e.g., cyberbullying). SNSs could offer solutions, well. In this article, we explore persuasive effects emotional appeal and message virality status updates. Using updates for a fictitious anticyberbullying organization, conducted 3×2×2×3 (emotional tone × affective evaluation viral reach repetition) mixed factorial experiment (N=365). Positive messages resulted...

Longitudinal data were obtained from 157 children aged 3 years months to 5 6 at T ime 1. At 2 these had an average of 12 months. Theory mind ( ToM ) and executive functioning EF measured both time points. Results suggest that 1 scores predict Time scores. Detailed examination sibling influences suggests benefits—in terms advanced development—accrue with siblings versus without, those a larger number child‐aged siblings. Any advance in either area or is likely benefit the other, early...

Against a background of research suggesting that brand symbolism understanding does not develop until 7 to 11 years age, two studies investigate various aspects preschool children's knowledge. While recognition child-oriented brands is found be significantly greater than their are marketed primarily teens and adults, these young children do recognize brands. In second study, ability form mental representations assessed, along with as social symbols. Cognitive ability, theory mind, executive...

Advertisers and marketers are heavily investing in social media marketing the hope that online engagement will lead to offline behaviors, however likelihood of success this tactic is yet be fully explored. The current study reports results four experiments investigate how attitude–behavioral intentions relationship mediated by like, share, comment on persuasive media. mixed with regard mediating effect. Findings discussed relation redefining persuasion models within context new environment...

Two studies investigate the influence of developmental variables on emergence persuasion knowledge in children ages three to five years. Theory mind (a form social development) consistently explains a significant amount variance children's knowledge. is well-researched variable psychology literature. This development enables child understand mental states others and use that state understanding predict others’ future behavior. The results current study indicate before theory-of-mind...

This study investigates the effects of social media marketing alcoholic beverages using a 2 (likes: low vs. high) × (shares: 3 (display ad type: alcohol antibinge drinking PSA local bank) 6 (status update repetitions) experimental design. The examines how evaluations status updates and display advertisements predict users’ intentions to consume alcohol, as function message virality type. Participants’ viral behavioral (intentions like, share, comment on) for were strongest in predicting this...

This study assessed the theory of mind (ToM) and executive functioning (EF) abilities 124 typically developing preschool children aged 3 to 5 years in relation whether or not they had a child‐aged sibling (i.e. child 1 12 years) at home with whom play converse. On ToM battery that included tests false belief, appearance‐reality (AR) pretend representation, who least scored significantly higher than both only those whose siblings were infants adults. The numbers preschoolers' families...

Corporate sponsorship value is brought into question when false recognition of foils suggests confusion regarding true sponsors. While an indicator confusion, alarms do not tell the entire story memory for sponsor-event relationships. Two free recall experiments show relatively good sponsors and also that under certain conditions, mention direct competitors can actually facilitate events. The findings point to importance understanding memory-based characteristics measurement as well...

Concern over obesity finds policy makers struggling to understand marketing's role in food choice, but with a limited empirical base inform them. Because patterns established childhood influence life-long patterns, toy premiums that may sway preference are being questioned. The motivational pull of collectible toys is particular interest this discussion because repeated exposure foods engendered by frequent purchases obtain collectibles establish preference. Thus, Study 1 addresses the as...

Amid growing concerns about use of Artificial Intelligence (AI)-powered technologies like ChatGPT by students and researchers, this paper provides a brief overview AI, focusing primarily on as one example chatbot that can perform various human-like functions. We discuss the utility AI in advertising marketing communications industries education. also address fear, uncertainty, risk-aversion for these education scholarship. argue favor embracing practice while providing suggested guidelines...

Abstract As the marketplace for sponsored properties approaches saturation and sponsorship contracts come up renewal, a new communications challenge has been born: spontaneous recovery of previous sponsor. Changed sponsors may result in unwelcome recall alliance partner—unwelcome from sponsor's perspective, that is. Presented here, field study an experiment confirm past sponsor, while not arising immediately, does, over time, influence current The pattern memory found this research presents...

Corporate sponsorship is a valuable brand-building platform, typically leveraged by advertising and promotion. While often 'uses news' to connect meaningful events, contracts create special category of advertisers that have official rights event affiliation. In fact, sponsorship-linked marketing creates two categories advertiser: those officially linked the seek association with but no legitimate link (i.e. 'ambushers'). We examine prevalence nature (SLA) as leveraging strategy employed both...

Purpose This conceptual paper provides an overview of eye-tracking technology (ETT) as a process-tracing method to study children’s consumer behavior. aims provide literature review the child consumer-focused research, identifying theoretical and research gaps. discusses benefits, drawbacks ethical implications ETT highlights opportunities best practices for future research. Design/methodology/approach details eye movement how captures it. delivers typology different approaches presents...

Corporate sponsorship of sports, causes, and the arts has become a mainstream communications tool worldwide. The unique marketing opportunities associated with major events also attract nonsponsoring companies seeking to form associations event (ambushing). There are strategies available brands which have been ambushed; however, there is only limited information about effects those on attainment objectives. In Experiment 1, university staff students participated by studying paragraphs...

Using a 2 (beverage: beer versus water) × (brand familiarity: familiar unfamiliar) 3 (message repetition) mixed factorial experiment, this study investigated the effects of exposure to Facebook alcohol advertisements on intentions consume and alcohol-related behaviors (gift card choice: bar coffee shop). Participants (N = 121) were exposed ads for or unfamiliar water brands. more likely select than shop gift upon ads, which was moderated by brand familiarity risky use (Alcohol Use Disorders...

Using a multi‐perspective vignette design, we explored predictors of young peoples' ( N =119) propensity to engage in unfaithful activities while dating. Demographic measures, datding investment model, and measures functional dysfunctional impulsivity were used predict inclination each two extradyadic (kissing sexual activity). The results moderated multiple regression analyses revealed that respondent's number partners, level impulsivity, satisfaction with current relationship, quality...

Purpose The Elaboration Likelihood Model (ELM) proposes two routes to persuasion – the central route (persuasion occurs via information) and peripheral visual cues, attractive actors other source characteristics). is typically used for high-involvement decisions in low involvement situations. ELM has received extensive support when tested with adults; however, its ability explain young children’s responses persuasive communications not been fully tested. Hence, purpose of this research...

Two studies were used to examine the collecting behaviour of preschool children. Prior have defined as exhibited by older children and adults. To understand childhood collecting, existing theoretical perspectives discussed in terms how they might apply children's collectors. Results showed that some are motivated engage possess developmental capacities required for successful collecting. Individual differences executive functioning (Study 1, N= 57) theory mind 2, 46) explained why...