This study examines how consumers’ engagement with social media platforms drives advertising embedded in these and, subsequently, evaluations of this advertising. Our survey (N = 1,346, aged 13 and older) maps users’ experiences Facebook, YouTube, LinkedIn, Twitter, Google+, Instagram, Pinterest, Snapchat their on platforms. findings show that is highly context specific; it comprises various types each platform such experienced a unique way. Moreover, platform, different set related to...

This article provides an agenda for future research on brand communication in social media. Based overview of the current state research, a discussion theoretical and conceptual challenges media, survey about expectations media advertising industry, I present six key directions research. These include (1) influencers, (2) personalized content (3) ethical concerns nature consumer empowerment, (4) platform characteristics rather than Facebook, (5) integration mix journey, (6) using real data....

This study provides insight in age differences the amount of media multitasking and that people combine. Results a diary (N = 3,048) among 13- to 65-year-olds reject popular notion is particularly prevalent young people. The youngest (13–16 years) oldest (50–65 groups did distinguish themselves terms combinations. group combined music with online activities, whereas was unique combining radio e-mail or newspapers. A plausible explanation for these are lifespan related generational use general.

To investigate the relationship between actual and perceived interactivity, this study combines a content analysis of interactive functions on Web sites top 100 global brands with survey (n = 715) that measures interactivity same sites. The has three main findings: (1) there is great incongruence level (2) adding to site does not guarantee stronger perception (3) six unique characteristics contribute positively interactivity. These novel or unexpected make truly interactive.

Despite their popularity, the reasons why cross-media campaigns are more successful than single medium still unknown. Therefore, aim of this study is (a) to investigate which psychological processes present when people exposed campaigns, and (b) examine what extent these contribute campaign results. Three investigated gain insight into effectiveness campaigns: forward encoding (i.e., ad in first primes interest second medium); image transfer mentally replaying previously viewed during...

Online users are increasingly exposed to chatbots as one form of AI-enabled media technologies, employed for persuasive purposes, e.g., making product/service recommendations. However, the potential has not yet been fully explored. Using an online experiment (N = 242), we investigate extent which communicating with a stand-alone chatbot influences affective and behavioral responses compared interactive Web sites. Several underlying mechanisms studied, showing that enjoyment is key mechanism...

This study investigates the effect of information privacy concerns on consumers' attitude toward and acceptance mobile location-based advertising (LBA), moderating role type LBA, namely push versus pull. Using an online experiment (N = 224), it was found that LBA has a direct positive their intention to accept it, have negative intentions. Moreover most important, findings indicate influence only in case push, but not pull, LBA. In conclusion, (i.e., pull) is crucial understanding attitudes

This study responds to the need for research on individuals' media multitasking behavior using observational data. Media can have a profound impact processing and effects. However, we little knowledge when people are likely engage in and, consequently, these effects occur. examines how three important situational factors—television genres, dayparts, social viewing—influence amount of multitasking. Granular data obtained by directly monitoring recording consumption behaviors large panel at...

Journal Article The Battle of the Screens: Unraveling Attention Allocation and Memory Effects When Multiscreening Get access Claire M. Segijn, Segijn 1Amsterdam School Communication Research, ASCoR, University Amsterdam, 1001 NG, Netherlands, 1Corresponding author: Segijn; Search for other works by this author on: Oxford Academic Google Scholar Hilde A. Voorveld, Voorveld Lisa Vandeberg, Vandeberg Edith G. Smit Human Volume 43, Issue 2, 1 April 2017, Pages 295–314,...

Synced advertising is a relatively new strategy in which ads are personalized based on concurrent media usage. The aim of this study was to explore whether the sequence TV commercials and tablet were shown synced affected consumers' memory attention toward advertisements both media. Because public debate about privacy concerns related advertising, we examined moderating role as personal factor. An eye-tracking experiment (N = 118) showed that, overall, synchronizing across results most...

Purpose Virtual assistants are increasingly used for persuasive purposes, employing the different modalities of voice and text (or a combination two). In this study, authors compare persuasiveness voice-and text-based virtual assistants. The argue perceived human-likeness cognitive load as underlying mechanisms that can explain why voice- differ in their potential by suppressing activation consumers' persuasion knowledge. Design/methodology/approach A pre-registered online-experiment ( n =...

Purpose The purpose of this study is to introduce a comprehensive and dynamic framework that focuses on the role algorithms in persuasive communication: algorithmic persuasion (APF). Design/methodology/approach In increasingly data-driven media landscape, play an important consumption online content. This paper presents novel conceptual investigate algorithm-mediated processes their effects communication. Findings APF consists five components: input, algorithm, attempt, process . short, it...

Purpose – The aims of this paper are to provide an integrated literature review factors influencing consumers' responses brand websites; describe the state research in past ten years; and give overview theories used website studies.

Purpose The aims of this paper are to provide an integrated literature review factors influencing consumers' responses brand websites; describe the state research in past ten years; and give overview theories used website studies. Design/methodology/approach Using a vote‐counting procedure, 736 findings from 50 empirical studies synthesized. In analysis number positive negative significant relations between same two variables is compared non‐significant relationships. Findings reveals which...

Multiscreening, a relatively new form of media multitasking in which people use multiple screens simultaneously, has implications for the effects persuasive messages due to limited cognitive capacities and concurrent modalities (i.e., both visual). The aim study is examine underlying mechanisms recognition, counterarguing, enjoyment) effect multiscreening on evaluative outcomes brand attitude, message purchase intention). experiment (N = 182) showed that recognition counterarguing are...

<h3>ABSTRACT</h3> This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process this differs across types products. The authors studied more than 1,000 consumers 17 channels during recent purchase. Results showed that used when making an purchase, but they to same extent buying as offline.

The use of multiple screens, also known as multiscreening, is assumed to have detrimental consequences for advertising outcomes. However, many people are engaging in this form media multitasking on a daily basis. Therefore, it important focus how improve the effectiveness advertisements when multiscreening. aim study examine key facilitator effects namely task relevance. In two separate experiments—an online (n = 280) and laboratory 185) study—we showed that who engage related multiscreening...

Multiscreening has been shown to affect consumers' brand attitudes and their memory of advertisements. However, little is known about the prevalence using multiple screens simultaneously. The aim this study provide insight into multiscreening by examining its prevalence, composition screens, who likely multiscreen. A diary with a representative sample Dutch population (n = 2,399) was conducted. First, results showed that almost 60% participants multiscreened at least once. They on average...

The aim of this study was to test how two important types social cues used by virtual assistants today can affect consumer concerns and persuasion. These are modality (voice-based via smart speaker, voice-based a smartphone, or text-based on smartphone screen) the adoption human name rather than no name. An online scenario-based experiment (n = 180) has shown that participants who were exposed recommendation speaker most concerned about security found recommendations screen be persuasive....