Findings of two experimental studies show that Instagram influencers with high numbers followers are found more likeable, partly because they considered popular. Important, only in limited cases, perceptions popularity induced by the influencer's number increase perceived opinion leadership. However, if influencer follows very few accounts him-/herself, this can negatively impact popular influencers' likeability. Also, cooperating might not be best marketing choice for promoting divergent...

Next to physical health problems and economic damage, the coronavirus disease 2019 (COVID-19) pandemic associated lockdown measures taken by governments of many countries are expected cause mental problems. Especially for adolescents, who highly rely on social contacts with peers, prolonged period isolation may have detrimental effects their health. Based mood management theory, current study examines if media beneficial adolescents cope feelings anxiety loneliness during quarantine. A...

Advertisers are continuously searching for new ways to persuade children; current methods include fully integrating commercial content into media content, actively engaging children with the and increasing number of messages confronted at one moment in time. This poses a challenge how cope embedded advertising. conceptual article aims develop theoretically grounded framework investigating process More precisely, it sheds light on previous research conceptualizations advertising literacy...

Sponsored vlogs (video blogs that embed advertising) are increasingly targeting young adolescents and challenging their abilities to critically process advertising. This study examined the impact of an advertising disclosure on adolescents' literacy (i.e., recognition affective literacy) for sponsored vlogs. In addition, underlying mechanisms, including influencer effects trustworthiness parasocial interaction [PSI]), can explain influence purchase intention) were examined. Finally,...

The impact of in-game brand exposure strength is explored by investigating the advertising effects prominence and game repetition. Four hundred eighty participants played an online two or four times. results indicate a positive effect on recall, without influencing attitude. Repeatedly playing identical had no but negative attitude, indicating that wear-out phase was reached quickly. Product involvement moderating for repetition only, with more attitude high-involvement product than...

Although thousands of advergames are directed at children, little is known about how affect children and whether this persuasive process differs from traditional advertising formats. Investigating the underlying mechanism, Study 1 shows that, for TV advertising, persuasion knowledge drives effects while, advergames, mainly driven by attitude toward game. Adding cues to advergame does not increase but diminish positive game effect, influencing behavior indirectly. 2 demonstrates an advergame,...

A review of 138 published academic articles was conducted to provide an up-to-date and comprehensive overview research the past decade (2006–2016) on advertising directed young children up 12 years old. The resulted in a conceptual framework comprising five domains that were found be most prominent. For each these domains, overview, discussion future agenda is presented. We conclude much included food its effects. Progress has been made domain children's processing, specifically with regard...

This study examines if and when spokespersons of an organization in crisis can express their genuine emotions as opposed to appearing rational. The impact emotional (sadness) versus rational message framing on perceptions is studied by means a 2 (crisis timing strategy: ex-antecrisis strategy vs. ex-postcrisis strategy)×2 (message framing: emotional) between-subjects factorial experimental design with 168 participants. findings first show that organizations restore reputation times better...

Individual motives for playing digital games have been studied from a variety of theoretical perspectives using different measurement instruments. However, an instrument that roots the social, rule-based narrative essence in theory on human behavior acknowledging not all is consciously motivated has hitherto lacking. A framework based social cognitive integrates these dimensions proposed. After comparing advantages this to existing approaches, development discussed. This concerns generation...

This study examined children's advertising literacy level for traditional versus embedded formats by comparing their cognitive and affective television commercials vs. advergames. The also explored how further attenuate effects investigating the mediation impact of on relation between ad's format purchase request. Third, investigated an training session moderates these effects.The results this experimental showed that advergames lead to a higher request rate among children than commercials....

In two studies, we explored the effect of media multitasking on viewers' cognitive and attitudinal responses to television commercials moderating role advertising appeals. The limited capacity theory Lang (2000 Lang, Annie (2000), "The Limited Capacity Model Mediated Message Processing," Journal Communication, 50 (1), 46–70.[Crossref], [Web Science ®] , [Google Scholar]) that integrates both motivational ability aspects information processing was used as theoretical framework. results Study...

In spite of the EU's prohibition on brand placement in children's programmes, it is argued that children may still be exposed to this advertising format many occasions. Consequently, and as have even more difficulties than adults distinguish commercial content from editorial media which embedded, an disclosure necessary enable them cope with placement. Entailing two one-factorial between-subjects experiments, current article examined how different types warning cues influenced cognitive...