Advertising Content Research Articles

Impact of Digital Marketing Content on Brand Awareness among Jordanian Consumers

The study aimed to identify the impact of digital marketing content on consumer awareness of the brand. To achieve its objectives, the researcher adopted a descriptive-analytical approach. A data collection tool was developed in the form of a questionnaire consisting of 27 items, which was distributed electronically to a simple random sample of 650 consumers from the study population. A total of 365 valid questionnaires were collected and approved for analysis. Statistical methods appropriate to the study were applied using SPSS 22 for data analysis.The study yielded several key findings, most notably that digital marketing content—specifically information recombination, accessibility, and speed—has a statistically significant effect on Jordanian consumers' brand awareness at a significance level of (α < 0.05). Notably, accessibility accounted for 35.6% of the variance in consumer brand awareness.Based on these findings, the study recommends that businesses focus on ensuring the accessibility of their digital marketing content to enhance brand awareness among customers. Since the results suggest a deficiency in this dimension, the study also advises companies that provide digital marketing content with information recombination to focus on delivering valuable information to boost positive brand perception among consumers. Additionally, it is essential for businesses to explore effective methods for managing the speed aspect of digital marketing content to positively impact brand recognition, particularly in terms of how relevant advertising content is presented.

Disciplines for Female in Bra Advertisements of China Brands

This article selects two representative bra brands in China- Cosmo Lady and Neiwai. The case study method is used to comparatively analyze advertising content in the form of pictures and videos posted by the two brands on the social media platform Weibo. The respective changes were researched from the longitudinal comparison point of view, while the similarities and dissimilarities, in terms of promotional methods, theme expression, and so forth, between the two brands were compared. The results of the analysis above are separated into three sections in the article, which are the focus on the promotion of product design, female images presented by amateur or unknown models, and celebrities selected by brands. It is found that both brands consciously incorporate feminism into their advertisement. In general, the awakening of body and self-awareness conveyed by Neiwai conforms to the essence of feminism more than Cosmo Lady. However, the discipline towards women has become even more subtle, hidden in the logic and semiotics meanings of the subtext. Furthermore, driven by economic interests, consumerism in bra advertisements simplifies and distorts feminism gradually.

Online Reviews Meet Visual Attention: A Study on Consumer Patterns in Advertising, Analyzing Customer Satisfaction, Visual Engagement, and Purchase Intention

This study aims to bridge the gap between traditional consumer behavior analysis and modern techniques by integrating big data analysis, eye-tracking technology, and survey methods. The researchers considered that understanding consumer behavior is crucial for creating effective advertisements in the digital age. Initially, a big data analysis was performed to identify significant clusters of consumer sentiment from online reviews generated during a recent seasonal promotional campaign. The key factors were identified and grouped into the “Product”, “Model”, “Promo”, and “Effect” categories. Using these clusters as a foundation, an eye-tracking analysis measured visual attention metrics such as the fixation duration and count to understand how the participants engaged with the different advertisement content. Subsequently, a survey assessed the same participants’ purchase intentions and preferences related to the identified clusters. The results showed that the sentiment clusters related to products, promotions, and effects positively impacted the customer satisfaction. The eye-tracking data revealed that advertisements featuring products and models garnered the most visual attention, while the survey results indicated that promotional content significantly influenced the purchase intentions. This multi-step approach delivers an in-depth understanding of the factors that affect customer satisfaction and decision-making, providing valuable information for optimizing marketing strategies in the Korean skincare market. The findings emphasize the importance of integrating consumer sentiment analysis with visual engagement metrics to develop more effective and compelling marketing campaigns.

New mobile advertising formats targeting young audiences: an analysis of advertainment and influencers’ role in perception and understanding

Over the past twenty years, brand communication strategies have evolved, particularly for younger audiences, with formats that blend advertising and entertainment content, often featuring influencers. This style of advertising presents challenges, notably the difficulty minors face in recognizing the commercial intent of messages. This article explores minors’ awareness and understanding of these advertising techniques, along with their moral and evaluative responses. We conducted 35 in-depth online interviews with minors aged 10–14 years in Spain. The findings reveal that recognition and understanding of such advertising increase with age. Although minors are accustomed to these practices, their primary reaction is indifference. The study emphasizes the importance of enhancing minors’ critical capacities to better navigate hybrid messages on social networks.

Memes in Marketing: Impact on Advertising Literacy and Emotional Experience Among Adolescents

Declining digital marketing metrics often point to a trend of lower interest in advertising and sponsored content. Therefore, creators are finding other ways to spread the advertising message, particularly through native advertising, one option being the use of memes. Memes are an effective and very popular tool for reaching adolescents, but their use requires caution and an understanding of their dynamic and often unpredictable nature. The aim of this study is to investigate the impact of memes on social networking sites that have advertising content on adolescents' levels of advertising literacy. The study was conducted through a qualitative neuromarketing study and follow-up personal interviews with a sample of 24 respondents. The results indicate lower levels of advertising literacy among adolescents who, while recognizing the sales intent of the meme image, were unable to identify the sponsor. The results also confirmed that memes can evoke different emotions in adolescents, such as joy, but also anger and frustration. The research findings raise the concern that adolescents are not sufficiently able to navigate safely in the online environment, which is exploited by many companies in their sales techniques. Such adolescents can easily be deceived, misled. This has triggered the need for more intensive media literacy education on the one hand, and the introduction of consistent ethical principles on the other, i.e. on the advertisers' side. Received: 11 March 2024 / Accepted: 20 October 2024 / Published: 05 November 2024

Price Sensitivity and Information Barriers to the Take-Up of Naloxone

We conducted a field experiment that randomized advertisements, advertisement content, and prices across 2,204 counties in the United States to study the impacts on online purchases of naloxone, an opioid overdose reversal drug. Advertising increased web-site users but only impacted purchases when combined with a price reduction. Messages emphasizing the discreet nature of online sales had no additional impact on purchases. Comparing counties with advertisements featuring a highly discounted price to those featuring the full price, we estimate a price elasticity of demand for online naloxone of −1.3. Price is a significant barrier to online purchases of this lifesaving medication. (JEL C93, H75, I12, I18, L65, M37)

Research on the Fit between the Co-Branding Approach and the Content of Advertisements

The rise of co-branded products has led many brands to collaborate with other brands, intellectual properties (IPs), and celebrities to launch innovative products. Effective publicity is crucial to achieving successful co-branding. Co-branding advertisements have emerged as a key strategy for promoting these products. This study examines the content of co-branded advertisements in the contexts of brand-to-brand and brand-to-IP collaborations. It identifies two primary advertisement content presentation methods: feature type and story type. For brand and IP co-branding, story-type advertisements tend to be more engaging for audiences with diverse interests, as they provide a narrative that resonates on a deeper level. In contrast, for brand-celebrity collaborations, two distinct methods are highlighted: advertisements featuring direct celebrity appearances and those utilizing suspenseful content. Each approach can yield different results, offering brands the flexibility to choose based on their specific objectives. Interviews and surveys conducted in this study reveal that story-driven advertisements are particularly effective for brand-to-brand and brand-to-IP co-branding. Meanwhile, suspenseful advertisements and those featuring celebrities directly can achieve varying outcomes, making them suitable for different campaign goals. By selecting the appropriate advertisement type, brands can maximize the impact of their co-branding efforts, ensuring they reach and engage their target audiences effectively.

The Evolution of Advertising in Nigeria: Promoting Local Content for Sustainable Development

The complex relationship between advertising and local content promotion in Nigeria is one of the huge challenges to sustainable development. Cultural oversimplification, misrepresentation, and dominance of the West do significant damage to the representation of Nigerian culture authentically in the practice of advertising. This paper, therefore, reviews this relationship by incorporating historical evolution, and technological, cultural, and regulatory dynamics. The qualitative research design followed in this study generated primary data through the use of in-depth interviews conducted on key players in the Nigerian advertising industry. The primary data collected underwent a thematic analysis, while the historical analysis was supported by multiple sources, including historical records, publications from the industry itself, and scholarly literature. This research shall, therefore, be located within the understanding of the Cultural Imperialism Theory and the Development Media Theory as a lens to critically analyse the complexity of representations of local content in advertising. The results showed that there were positive and negative perceptions toward the integration of local content in Nigerian advertisements, as most consumers appreciate culturally authentic content. It identifies challenges and also shows how to use opportunities: bridging Nigeria's multicultural identity and digital platforms for sustainable development. This research underlines the need for a balance between global advertising practices and the local cultural nuances of impactful, sensitive campaigns that shall help lead the course of sustainable development and preserve the rich cultural heritage of this great nation.

Navigating ideals: effects of curvy and thin models in Instagram fashion advertising on body type preferences and clothing purchase intentions

Purpose In light of the challenge the fashion industry faces to be more body shape-inclusive, several brands now feature curvy models (large breasts and buttocks, wide hips and a small waist) in their online advertising. Gaps exist in the understanding of the influence of these models on young consumers’ perceptions of body ideals and advertising effectiveness. This study aims to investigate how brief exposure to idealized thin and curvy models in Instagram fashion advertising affects young female consumers’ body type preferences and clothing purchase intentions. Design/methodology/approach Data were collected from 245 late-adolescent girls, aged 17–19 years, through online questionnaires. Participants were randomly assigned to view Instagram fashion advertising featuring thin or curvy models before reporting on study variables. Findings Results revealed that girls expressed a preference for the body type to which they were exposed. However, they indicated a higher intention to purchase clothes worn by thin models than those worn by curvy models despite rating both thin and curvy models as equally attractive. This effect held even when controlling for participants’ body size. Originality/value To the best of the authors’ knowledge, this is the first known study to experimentally examine the effects of curvy models featured in Instagram fashion advertising on late-adolescent girls’ body type preferences and clothing purchase intentions. The study shows that purchase intentions do not necessarily follow body type preferences. Findings also highlight the role that advertisement content has in promoting idealized, yet frequently unattainable, body types. Marketers are encouraged to weigh the ethical implications of their use of these extreme body types.

Konten Iklan Media Sosial PT Adnyana International Development Dalam Meningkatkan Engagement

PT Adnyana International Development, which is one of the property developers in Bali, is trying to reach customers and audiences by engaging in activities on social media. In that effort they also advertise on social media so that they can reach a wider audience. In addition to creating attractive advertisement content can increase engagement on their social media from the results of the advertisements run. The objective of this research is to understand and describe the content of PT Adnyana International Development's social media advertisements in enhancing engagement. This research uses a qualitative descriptive research method. This research aims to determine the results of the social media advertising content of PT Adnyana International Development that can enhance engagement.

Predicting the Transition From Depression to Suicidal Ideation Using Facebook Data Among Indian-Bangladeshi Individuals: Protocol for a Cohort Study.

Suicide stands as a global public health concern with a pronounced impact, especially in low- and middle-income countries, where it remains largely unnoticed as a significant health concern, leading to delays in diagnosis and intervention. South Asia, in particular, has seen limited development in this area of research, and applying existing models from other regions is challenging due to cost constraints and the region's distinct linguistics and behavior. Social media analysis, notably on platforms such as Facebook (Meta Platforms Inc), offers the potential for detecting major depressive disorder and aiding individuals at risk of suicidal ideation. This study primarily focuses on India and Bangladesh, both South Asian countries. It aims to construct a predictive model for suicidal ideation by incorporating unique, unexplored features along with masked content from both public and private Facebook profiles. Moreover, the research aims to fill the existing research gap by addressing the distinct challenges posed by South Asia's unique behavioral patterns, socioeconomic conditions, and linguistic nuances. Ultimately, this research strives to enhance suicide prevention efforts in the region by offering a cost-effective solution. This quantitative research study will gather data through a web-based platform. Initially, participants will be asked a few demographic questions and to complete the 9-item Patient Health Questionnaire assessment. Eligible participants who provide consent will receive an email requesting them to upload a ZIP file of their Facebook data. The study will begin by determining whether Facebook is the primary application for the participants based on their active hours and Facebook use duration. Subsequently, the predictive model will incorporate a wide range of previously unexplored variables, including anonymous postings, and textual analysis features, such as captions, biographic information, group membership, preferred pages, interactions with advertisement content, and search history. The model will also analyze the use of emojis and the types of games participants engage with on Facebook. The study obtained approval from the scientific review committee on October 2, 2023, and subsequently received institutional review committee ethical clearance on December 8, 2023. Our system is anticipated to automatically detect posts related to depression by analyzing the text and use pattern of the individual with the best accuracy possible. Ultimately, our research aims to have practical utility in identifying individuals who may be at risk of depression or in need of mental health support. This initiative aims to enhance engagement in suicidal ideation medical care in South Asia to improve health outcomes. It is set to be the first study to consider predicting participants' primary social application use before analyzing their content to forecast behavior and mental states. The study holds the potential to revolutionize strategies and offer insights for scalable, accessible interventions while maintaining quality through comprehensive Facebook feature analysis. DERR1-10.2196/55511.

How do health content creators perform well? An integration research of short video and livestream behaviors.

Short-video platforms have demonstrated vast potential for health education. To meet diverse user requirements, many short-video platforms have integrated livestreaming functionalities. This integration presents challenges for health content creators in formulating effective performance strategies, including decisions about which format to use (short video or livestream) and what type of content to produce. This study utilizes panel data from a prominent short-video platform in China to empirically investigate the impact of different forms and content characteristics on the performance of health content creators. We conducted an empirical analysis using panel data obtained from a leading short-video platform in China. Our analysis focused on understanding how the behaviors associated with short videos and livestreaming impact the performance of health content creators. We examined form-level differences, analyzing the distinct roles of short video and livestreaming behaviors. Additionally, we explored content-level characteristics, investigating the effects of content coverage, health knowledge content, and advertising content on both short-term and long-term performance. The moderation effects of the creator's occupation and certification type were also analyzed. Our form-level analysis revealed that health creators' behaviors in short videos and livestreaming play distinct roles in their performance. Livestreaming behaviors resulted in short-term economic returns, while short video behaviors had a more significant effect on follow-ups, which are often viewed as long-term, more sustainable performance indicators. Content-level analysis showed that content coverage and health knowledge content enhance long-term performance but do not increase short-term performance. Conversely, advertising content was found to be essential for securing short-term financial income. The study also identified that the creator's occupation and certification type moderate the impact of content on performance. This study integrates two media forms (short video and livestream), providing direct insights into the performance of health content creators in the realm of health education. Health content creators need to strategically balance their use of short videos and livestreaming to optimize both short-term and long-term performance outcomes. Specifically, increasing content coverage and health knowledge can enhance long-term engagement, while incorporating advertising content is crucial for immediate financial gains.

To be fit, or not to be: How influencer-driven advertising reinforces idealized beauty standards in adolescents

ABSTRACT This study examines adolescents’ perceptions of body image advertising portrayed by social media influencers. Through discourse analysis, the research explores how participants interpret messages conveyed through influencer advertising content. The analysis reveals a discrepancy between adolescents’ understanding of ideal body representations and the descriptors used in advertising, shedding light on societal pressures surrounding body norms within social media. These findings underscore the pervasive influence of social media and advertising on adolescent body image constructs, highlighting the importance of cultivating critical advertising literacy skills among adolescents. Additionally, the study reveals that influencers affiliated with advertising perpetuate the stereotypical ideals of the body, emphasizing the need for educational and policymaker initiatives to promote healthy self-image.

The COVID-19 vaccine on the short-video platform Kwai: A study of the emotions expressed in Brazilian content

In this article, we analysed the emotions expressed in response to COVID-19 vaccines on Kwai, a Chinese social-media platform launched in Brazil in 2019. Our corpus comprised 355 videos published between 2020 and 2022 and collected through a Python script. The emotions were identified and classified based on the emotion descriptors of the Human–Machine Interaction Network on Emotion for Emotion Annotation and Representation Language; an analysis of the levels of emotional valence and arousal was based on the core affect model. Considering the diversity of video content, we classified the posts according to their approach in order to identify those that expressed emotion, based on their predominant characteristic (personal, informative, infotainment, humorous or advertising). As a result, we observed that just over half of the emotions expressed in relation to the total set of data were positive. This positive attitude was emphasized when the vaccines were taken as the main topic mobilizing emotions. Expressions of contentment and trust stood out, especially among posts with a personal approach and advertising content. Among the negative emotions, disapproval and doubt stood out, mobilized by topics in relation to the vaccines and other contextual elements, especially in videos with a humorous, informative or infotainment approach.

Keeping Patients Safe Online: A Study of Refractive Surgery Advertisements on Social Media.

Introduction Refractive error is the leading cause of visual impairment and blindness globally. Increasingly, patients are exposed to information about refractive surgery through social media advertisements. While national guidelines specify how refractive surgery should be advertised in traditional media, it is unclear to what extent these standards are adhered to in the emerging commercial arena of social media. The adherence of refractive surgery advertisements on social mediato professional standards is poorly studied. Method We retrospectively analyzed the content of refractive surgery advertisements on the social media platform "TikTok," shown in the United Kingdom (UK) from October 2022 to October 2023, and compared them to the guidelines set out by The Royal College of Ophthalmologists (RCOphth) and the Advertising Standards Authority (ASA). Results We found that 39/51 (76%) of advertisements did not state the specific pathology to be corrected, and 41/51 (80%) did not specify a surgical procedure. Additionally, 33/51 (65%) of advertisements included at least onefinancial inducement, 44/51 (86%) contained misleading claims. None of the analyzed advertisements provided specific prices, offered refractive surgery as a competition prize, or featured celebrity endorsements. No medical jargon was found in any of the advertisements. The most viewed advertisement was seen by over 1.2 million unique users, with the median number of views for all advertisements being 34,000. Conclusion In conclusion, our analysis revealed that none of the refractive surgery advertisements on a popular social media platform met the standards set by RCOphth or ASA. This study presents the first qualitative analysis of social media refractive surgery advertisements, offering insights into what users can expect and providing recommendations for patients, doctors, social media platforms, and regulators to enhance refractive surgery advertising in the future.

Driving Consumer Choices: The Influence of Pidgin Language in Pepsi Advertising

This study explores the influence of using pidgin English in Pepsi advertisements on consumer purchase decisions. Pidgin English, a creole language widely spoken in various regions, serves as a significant cultural and linguistic marker. The research investigates how incorporating this vernacular into marketing strategies impacts consumer perception, engagement, and ultimately, purchasing behavior. A mixed-methods approach, combining quantitative surveys and qualitative interviews, was employed to gather data from a diverse demographic. Findings suggest that advertisements utilizing pidgin English resonate more deeply with certain consumer segments, enhancing brand relatability and fostering a sense of cultural identity. This linguistic strategy appears to enhance emotional connection and trust, leading to a higher propensity to purchase. The study concludes that leveraging local languages like pidgin can be a powerful tool in marketing, providing brands with a competitive edge in linguistically diverse markets. Implications for marketers include the necessity of cultural sensitivity and the potential benefits of localizing advertising content to reflect linguistic diversity.

The prediction model for advertising campaigns in IPTV networks based on the possibilities of displaying geographically targeted messages

Abstract Subject and purpose of work This paper presents a novel predictive model for advertising campaigns in IPTV networks that uses the advanced geolocation-based display of advertising messages. Thanks to advanced data analysis and modern geolocation technologies, the proposed model enables the more precise planning and optimisation of advertising campaigns. Advertisers can thus better understand the preferences and behaviours of audiences in different geographical regions. This allows the creation of more tailored and engaging content of programmes and advertisements, leading to higher levels of viewer engagement in the content presented and increasing the effectiveness of campaigns. Materials and methods For the purposes of the project, data from the IPTV advertising campaign covering from 50,000 to 500,000 displays between 23rd January 2024 and 20th March 2024 were used. The TERYT database and the list of counties were used to increase the precision of target group targeting. Viewer rating and interaction data were collected and analysed to assess the effectiveness of the campaign. The methodology included monitoring the number of channel switches, advertising message views, complete views, the average display time of the advertising message and unique reach in different time periods. Results The results of the test of the advertising campaign based on switching channels using a remote control show that increasing the number of ad plays clearly improves the effectiveness of reaching the audience. In the beginning, with fewer displays, the chances of an ad being noticed by viewers are moderate. However, as the number of displays increases, these chances increase exponentially, reaching nearly 45% at 500,000 ad plays.The analysis of these results is very important for the effective planning of advertising campaigns. Thanks to these data, advertisers can determine more accurately the number of displays that needs to be planned in order to achieve their marketing goals. The significant increase in the likelihood of reaching the audience with a bigger number of displays indicates that investing in additional views can be cost-effective and lead to the better use of the advertising budget. Conclusions The project confirmed that precise targeting and optimisation of the number of displays in IPTV advertising campaigns significantly increase the effectiveness of the advertisements. The high rate of complete views and the wide reach of the advertisements attest to the effectiveness of the strategy used. The test results show that smart campaign planning in IPTV can lead to better audience engagement and the more efficient use of the advertising budget. These findings suggest that IPTV has great potential as a modern advertising medium, offering advertisers the tools to effectively reach specific target groups and increase their engagement.

Content Automation in Marketing Research: A Bibliometric Analysis using VOSviewer

Objectives: This study conducted a comprehensive assessment of content automation in marketing research using bibliometric analysis spanning 20 years from 2004 to 2024. The primary influential factors, topics, and areas of research were analyzed to determine future research paths. Methods/Analysis: Sample selection and data collection were conducted using the Scopus database. The initial dataset was adjusted by applying certain inclusion and exclusion criteria. The final dataset consisting of 149 articles in the RIS format was loaded into the VOSviewer program to perform a bibliometric analysis. Findings: The results revealed key findings, including the highest citation-counting papers, the most common research format, the research field, the year of publication, collaboration countries, the journal, prominent authors, popular themes, areas for further investigation, and the intellectual framework of current research on the topic. Novelty/ Improvement:Four areas were identified for future research: marketing automation as digital commerce content marketing, artificial intelligence for digital marketing transformation, automation and optimization for personalized advertising content, and automatic knowledge discovery. The temporal development of these issues was also examined to offer valuable insights into the changing focus of academic interest over time and establish a foundation for future investigations. Doi: 10.28991/HIJ-2024-05-03-019 Full Text: PDF

Why is KOL (Key Opinion Leader) Advertising on Social Media more Effective at Attracting Consumers than Official Brand Accounts?-Exploring Lancmes Promotion on Chinese Platform RED

In the context of the flourishing digital market, effectively utilizing social media for advertising has become one of the primary concerns for brands. This article aims to investigate the reasons why advertising campaigns by KOLs (Key Opinion Leaders) on Chinese social media platforms garner more attention from consumers compared to official brand accounts. This research employs a case study and interview methodology. The first set of data presents the advertising content and responses of both Lancme's official account and KOL accounts on the Chinese social media platform, Xiaohongshu (RED). The second set of data showcases the interview results from five recruited participants on RED. Each participant was asked to assess their attitudes towards different forms of product promotion. The results indicate that KOLs' posts on RED offer a more relatable and curiosity-inducing perspective by sharing product experiences in everyday life scenarios. This approach resonates with users and brings the promotion closer to consumers. In contrast, the content strategy of official brand accounts tends to focus more on product features, which increases the perceived distance from consumers. Furthermore, interaction data and user feedback from KOL accounts reveal that users are more inclined to trust and reference the authentic usage experiences of fellow consumers rather than official product descriptions. These findings elucidate the practical impact of official brand accounts versus KOL accounts in social media advertising, highlighting the unique value of KOL advertising. Our research is poised to inspire brands to reconsider their social media advertising strategies, potentially bringing forth greater appeal and competitive advantage for the brands.

Efektivitas Iklan Melalui Konten Media Sosial Tiktok Agrowisata Ternak Lebah Madu Ciburial dengan Dimensi Empathy dan Persuasion

The number of social media users is increasing, including TikTok social media. TikTok is used as a marketing communication medium by businesspeople, namely Ciburial Honeybee Farming Agrotourism, who previously used Instagram but did not attract consumer interest. This research was conducted to determine how effective the video content of social media TikTok Agrotourism Ciburial Honeybee Livestock advertising is if analyzed using the empathy and persuasion dimension. The research design uses a descriptive quantitative method with survey and interview techniques. A sample size of 100 was drawn using a purposive sampling technique because the population was huge, with the criteria being active users of TikTok social media and watching advertising videos for Ciburial Honeybee Farming Agrotourism. This research uses dimensions derived from the EPIC Model, namely empathy and persuasion. This research proves that the Ciburial Honeybee Farming Agrotourism advertisement, seen from the empathy and persuasion dimension is considered effective, with an empathy score of 3.99 and persuasion 4.18. There is evaluation recommendation so that advertising effectiveness increases from practical to very effective, namely improving the quality of advertising content.