Advertising Value Research Articles

NIGERIAN CULTURAL VALUES AND ADVERTISING ETHICS: PRIMA GARNET, DDB CASERS, LINTAS, NOAH’S ARK AND CONCEPT UNIT ADVERTISING AGENCIES IN PERSPECTIVE

This study examines the Nigerian cultural values and edvertising ethics with a view to find out if some advertising agencies in Nigeria like; Prima Garnet, DDB Casers, Lintas, Noah’s Ark and Concept Unit are ethically based as well as if they reflect Nigerian culture in advertisements that they create. The specific objectives of this study were: (1) To ascertain if Prima Garnet, DDB Casers, Lintas, Noah’s Ark and Concept Unit advertising agencies create advertisements that portray Nigerian cultural values from the residents of Lagos, Abuja and Port- Harcourt. (2) To investigate among the residents of Lagos, Abuja and Port –Harcourt whether advertisements created by Prima Garnet, DDB Casers, Lintas, Noah’s Ark and Concept Unit advertising agencies were based on advertising ethics. (3) To identify which advertising agency reflects Nigerian cultural values in advertisements most among the residents of Lagos, Abuja and Port- Harcourt. The theoretical framework was the Dominant theories of Ethics. Survey was the research method used while the questionnaire was the instrument for gathering data for this study. The respondents for this study were purposively selected from three major cities which make up the three main ethnic groups or regions (Northern, Western and Eastern regions) in Nigeria. A total of 360 copies of the questionnaire were shared using stratified sampling technique into 120 copies for each state to be represented equally. This study concluded that there is a strong link between advertising and culture and this relationship should not be underestimated for positive advertising impact to be achieved. This study therefore recommends that, APCON should ensure that all advertisements portrayed in the mass media meet ethical standards of the profession and reflects the culture of the people of Nigeria.

Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads

Nowadays, TikTok social media has rapidly developed which creates an opportunity for marketers to grab customers’ attention by displaying short video ads. For this reason, knowledge of the factors that can influence customer purchase intentions is needed so that marketing strategies can work effectively. This study aims to investigate the effects of the entertainment, informativeness, credibility, irritation, personalization, and interactivity elements of TikTok short video ads on purchase intention through advertising value and attitude toward advertising. A survey was conducted by collecting response from 486 TikTok active users in Indonesia which later analyzed by using PLS-SEM. The results showed that all elements of video advertising on TikTok, except irritation and informativeness, affected purchase intention through perceived advertising value and attitude toward advertising. Among the significant elements of advertising value, personalization had the greatest positive influence on purchase intention through advertising value and attitude toward advertising on brands that advertised in TikTok.

The Effectiveness of Social Media Advertisement in The Indonesian Sneakers Industry: Application of The Extended Advertising Value Model

Objectives: This study aims to examine the effect of social media advertising values on customer engagement and purchase intention. Despite the unique features of social media ads to generate customer engagement, there is not much research that combines the advertising value model and interactivity component to understand the effectiveness of social media ads.Methodology: Questionnaires were distributed to followers of sneaker brands’ Instagram official account in Greater Jakarta who had bought the sneakers. There were 314 responses analyzed by PLS-SEM to answer the research questions.Finding: The results showed that customer engagement was influenced by credibility, entertainment, and interactivity of the advertisement, which eventually led to purchase intention. Furthermore, entertainment and interactivity advertising values had a direct influence on purchase intention.Conclusion: Brands should create entertaining and interactive ads to trigger engagement with their followers and stimulate their desire to purchase the products. Practical insights are provided based on these research findings.

Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value.

Social media advertisement (ad) is a growing phenomenon designed to reach and engage customers. However, despite their continued adoption, less remains known regarding the effectiveness of social media ads to co-create brand value. In response to this gap, this study aims to deepen the theoretical understanding of consumer value co-creation through social media advertising value. The data were collected using purposive sampling from 286 experienced social-media users, and the model was tested using partial least square (PLS)-based structural equation modeling. The results indicate that entertainment, aesthetic appeal, interactivity, and trendiness significantly affect the adverting value of social media ads. In turn, ad value affects consumers’ intention for value co-creation. Consequently, our findings suggest the importance of social media advertising value where marketers may enhance consumer-brand engagement (CBE) by incorporating interesting content, which may encourage the customer’s interaction with the social media ads and strengthen value co-creation behavior. The results further contribute to nascent marketing literature by demonstrating that value co-creation acts as an antecedent to generating positive electronic word-of-mouth (e-WOM) on social media platforms to drive consumers’ online brand purchase intention.

Investigation of Attributes Influencing the Attractiveness of Mobile Commerce Advertisements on the Facebook Platform

Examining and analyzing the determinants facilitating consumers’ intention to buy via mobile commerce platforms have untapped potential when it comes to advertisement potential and perceived advertising value. Therefore, this paper examines various aspects of the advertisements on mobile commerce platforms and analyzes the importance of intention to buy. The goal of the article is to analyze and determine which aspects of the advertisements have an influence on expediting purchase through mobile commerce. The underlying hypothesis for this investigation is the applicability of the perceived advertising value of mobile commerce, positively associated with attitude towards advertising channels. The Facebook social network has been chosen as an advertisement channel as it is the most popular and biggest investment-generated channel. It is also proven that subjective norms are positively associated with the intention to buy via mobile commerce. This, combined with perceived advertising values and attitudes towards Facebook ads on mobile commerce, influenced the intention to buy.

The Influence of Ducoffe’s Advertising Value Model on Health Care Service Quality Perception

Hospital management works to enhance customer satisfaction by emphasising the level and quality of service provided to patients. This study looks into the effect of marketing methods on the quality of service provided in the healthcare industry. The application of the Ducoffe Advertising Model to evaluate hospital service quality expectations is intended to analyse advertising perception components that lead to satisfaction in three dimensions. A quantitative research technique was used to collect customer data. Advertising influences the perception of the service provided, and service quality influences satisfaction and reputation since poor service providers typically result in negative word of mouth and negative publicity about the hospital. The health sector must increase the value of its advertising by understanding the advertising aspects that have the most significant influence on consumers' perceptions. Theoretical and practical implications were discussed.

A Review of China’s Public Service Advertising Audience Research Based on Idealized Cognitive Models

With the rapid development of new era and new media, opportunities and challenges of the development of public service advertising coexist. Against the backdrop of the times and the development of media, public service advertising needs to incorporate more subjects, so that the audience can pay more attention to and understand such advertisements. Based on the above social background, how to better publicize the mainstream values of society among the public with the help of public service advertising is what the current government needs to focus on and solve. This research combines the idealized cognitive models to elaborate the social value of public service advertising in the new era, with a view to giving suggestions to the state, government, society and other subjects, and contributing to the vigorous development of public service advertising in China.

Do Age and Gender Matter in SMS Marketing in Fiji?

This study recognises and addresses short message service (SMS) advertising research deficits. The empirical study, grounded in the Uses and Gratification theory, presents the perceived advertising values and attitudes (PAVA) of consumers of different age groups and gender towards SMS advertisements. Data was collected from 261 mobile phone users and analysed using SPSS AMOS. The results suggest that the age and gender of consumers - matter when it comes to their PAVA towards SMS advertisements; thus, the need to tailor-make advertisements, particularly if the target markets are segmented by age and gender. The major and original contributions of this study are the different age groups and gender comparisons, using Uses and Gratification theory and a field study of a smaller South Pacific developing economy, unlike prior studies. Such a study is useful in setting the foundation for more research focussing on different age groups and gender comparative studies in smaller developing countries, larger scale research, country comparative studies, as well as ongoing SMS-related studies. Our findings provide a practical reference for marketing companies that use SMS advertisements to persuade consumers.

Examining the role of beliefs in predicting values, attitudes and behaviours of Indian millennials towards Facebook advertising: the mediating role of Facebook advertising value

The transition from the traditional advertising channel to the evolving Facebook advertising channel has transformed not only the advertising industry but also the ways in which consumers perceive the advertising messages. Thereby, the purpose of the study is to examine the relationships among the beliefs, value, attitude and behaviour of Indian Facebook users towards Facebook advertising, hence a conceptual framework has been proposed based on the combination of the advertising model given by Ducoffe (1995) and Pollay and Mittal (1993). The model has deployed the structural equation modelling (SEM) technique for determining model fit, establishing the validity and reliability of the adapted scales, and testing the proposed hypotheses. The results indicated that the proposed framework is a robust tool for measuring advertising effectiveness on Facebook. Moreover, it was found that Facebook advertising value plays a mediating role in determining the relationship between consumer beliefs and attitude towards Facebook advertising.

TECHNOLOGY AT TABLE TOP: ROLE OF ADVERTISEMENT VALUE AND PURCHASE INTENTION USING FOOD DELIVERY APPLICATIONS

The current study has effectively studied the factors that impact purchase intention using food delivery apps. The factors included informativeness, entertainment, credibility, irritation, personalization, incentives and advertising value. The study used quantitative approach for collecting data and used correlational design for identifying the relationships. A sample size of 203 respondents was collected from the target population using survey method. The study adopted the convenience sampling as the sampling technique. The data was analyzed using PLS-SEM analysis technique using SmartPLS software version 3.2.8. The study concluded that advertising value had a positive and significant effect on the purchase intention. Credibility had a positive and significant effect on the advertising value. Similarly, entertainment had a positive and significant effect on the advertising value. Incentives had a positive and significant effect on the advertising value. Moreover, informativeness had a significant effect on the advertising value. Also personalization had a positive and significant effect on the advertising value. However, the irritation had a negative and significant effect on the advertising value. Advertising agencies should allow users to exchange advertisement content and comments with friends through their pre-existing social networks, thus executing an efficient viral promotional strategy to increase the perceived advertising value and, in turn, increase the advertised product/brand's purchase intention.

THE EFFECTS OF SOCIAL MEDIA ADVERTISING AMONG ECO-TOURISTS IN MALAYSIA: AN EMPIRICAL STUDY ON MALAYSIAN ECOTOURISM

The focus of the study is to achieve the maximum advertising value on ecotourists using social media. In this area, the main objective of the “Technology Acceptance Model (TAM)” is to increase the present awareness of social media marketing. This topic is primarily concerned with exploring the context of social media advertisement with knowledge, service, and its behavioural intent to use social media ads within the unique environment of ecotourism in Malaysia. The approach of the study is to analyse a survey of 395 local Malaysian tourists in Klang Valley to test the “Technology Acceptance Model (TAM)”. The empirical findings denote that social media advertisement in ecotourism has positive effects on “Perceived ease of use” and “Perceived usefulness,” in terms of its ‘Informativeness’ and “Service Functionality.” That, in effect, contributes to the behavioural purpose of using social media ecotourism advertisements. The discipline’s findings indicate that advertising in social media in ecotourism needs to be utilized to provide a quick understanding. Also, the advertising is updated continuously to ensure reliable and appropriate sources to meet ecotourists’ information requirements and the support of tourist product ratings. These traits should satisfy travellers, making them likely to re-visit different ecotourism sights. These appearances should satisfy tourists and allow them to re-visit various ecotourist attractions.

The Impact of YouTube Advertisement Value on Purchase Intention of YouTube Users in Western Province, Sri Lanka

Journal of Business & Technology (JBT) is an open-access journal published by the Department of the Commerce and Financial Management of the University of Kelaniya, Sri Lanka. The journal follows a double-blind peer-review process and is published bi-annually (January, July). JBT aims to publish scholarly research, critical reviews, case studies, practitioner reviews and technology reviews in the fields of business and technology.

Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects

It is known that perceived intrusiveness and privacy concerns, mediated by irritation, indirectly affect advertising avoidance. This research attempts to verify the importance of perceived advertising value by investigating its moderated mediation effect on the links between those endogenous variables. The research model was empirically verified with data derived from 374 valid off-line responses. Analysis found that both perceived intrusiveness and privacy concerns increased irritation in using mobile social media. Irritation caused by perceived intrusiveness and privacy concerns had positive mediating effects on advertising avoidance. Ubiquity increased perceived intrusiveness and privacy concerns, whereas personalization reduced perceived intrusiveness. Customization increased perceived intrusiveness, whereas informativeness significantly reduced it. Social interaction increased privacy concerns, whereas social integration decreased them. The moderated mediation effect of perceived advertising value among women was negative. In the low-exposure group, a negative moderated mediation effect of perceived advertising value on the relationship between irritation and advertising avoidance was also found.

Do pop-up ads in online videogames influence children’s inspired-to behavior?

PurposeAdvertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads – appearing on the screen that interrupts children’s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising value in online videogames (O-VGs) to predict children’s inspired-to behavior remains scant. This study aims to investigate the underlying factors that explain the relationship between the four dimensions of pop-up ads and perceived advertising value, which further predicts children’s inspired-to behavior.Design/methodology/approachData from 196 parents who observed their children while playing O-VGs, were analyzed using Smart-PLS. As the respondents are parents, the authors took extra precautions to ensure that the findings are valid.FindingsResults showed that perceived irritation and incentives of pop-up ads do not affect children’s advertising value, whereas perceived informativeness and entertainment of pop-up ads positively impact perceived advertising value among children. Besides, children’s perceived advertising value of pop-up ads in O-VGs predict their inspired-to behavior.Originality/valueThis study contributes to children’s inspired-to behavior via empirically studying the perceived advertising value as a potential deriving source of inspiration. Finally, the study provides information for developers/advertisers about why and under what circumstances children perceived advertising value affect inspired-to behavior.

YourAdvalue: Measuring Advertising Price Dynamics without Bankrupting User Privacy

The Real Time Bidding (RTB) protocol is by now more than a decade old. During this time, a handful of measurement papers have looked at bidding strategies, personal information flow, and cost of display advertising through RTB. In this paper, we present YourAdvalue, a privacy-preserving tool for displaying to end-users in a simple and intuitive manner their advertising value as seen through RTB. Using YourAdvalue, we measure desktop RTB prices in the wild, and compare them with desktop and mobile RTB prices reported by past work. We present how it estimates ad prices that are encrypted, and how it preserves user privacy while reporting results back to a data-server for analysis. We deployed our system, disseminated its browser extension, and collected data from 200 users, including 12000 ad impressions over 11 months. By analyzing this dataset, we show that desktop RTB prices have grown 4.6x over desktop RTB prices measured in 2013, and 3.8x over mobile RTB prices measured in 2015. We also study how user demographics associate with the intensity of RTB ecosystem tracking, leading to higher ad prices. We find that exchanging data between advertisers and/or data brokers through cookie-synchronization increases the median value of display ads by 19%. We also find that female and younger users are more targeted, suffering more tracking (via cookie synchronization) than male or elder users. As a result of this targeting in our dataset, the advertising value (i) of women is 2.4x higher than that of men, (ii) of 25-34 year-olds is 2.5x higher than that of 35-44 year-olds, (iii) is most expensive on weekends and early mornings.

Linkages Between Advertising Value Perception, Context Awareness Value, Brand Attitude and Purchase Intention of Hygiene Products During COVID-19: A Two Wave Study

The novel coronavirus, COVID-19 has affected the advertising industry in India. This study tries to gauge the purchase intention towards hygiene products during the ongoing pandemic with reference to smartphone advertising. The purpose of the study is to explore the features of smartphone advertisements like advertising value perception, context awareness value and brand attitude, pertaining to COVID-19 hygiene-related advertisement narratives. To serve the purpose, two-wave shortitudinal study was conducted at time T1, that is, lockdown period and T2, that is, unlock period in India with the help of non-probability snowball sampling. The total numbers of respondents at T1 were 311, while for T2 the total 160 respondents were contacted through online mode. At T1, the relationship between perceived advertising value and purchase intention was not established, which depicts the pandemic effect. At T2, the relationship between context awareness value, brand attitude and purchase intention was established. Further, at T1, the brand attitude did not show a mediating effect on purchase intention, but at T2, it was found to have a mediation effect on purchase intention. The study has important implications as ongoing pandemic has altered the way of living. This also has significantly impacted the advertising industry especially the hygiene products.

Antecedents of mobile advertising value: a precedence analysis using the hybrid RIDIT-GRA approach

PurposeMassive transformations in mobile communication technologies have forced marketers to recognize and emphasize the factors that influence consumers’ perception of advertising value. This paper aims to explore and rank the various antecedents of advertising value as perceived by consumers to offer meaningful conclusions to marketers on mobile platforms.Design/methodology/approachResponses were collected from 483 consumers using a shopping mall intercept survey and analyzed using SPSS to confirm reliability, validity and data reduction. The Relative to an Identified Distribution (RIDIT) analysis and Grey Relational Analysis (GRA) methods were then applied to prioritize the scale items of the antecedents of mobile advertising value.FindingsFive antecedents of advertising value were found: credibility, entertainment, informativeness, irritation and message relevance. A priority ranking was allotted to the antecedents’ scale items using the RIDIT analysis and was verified via GRA results with a correlation of 98% between the rankings of the two independent methodologies.Practical implicationsThe findings provide a roadmap to determine which antecedents of mobile advertising value have a higher or lower impact on consumers’ overall perceptions of the advertisements they are exposed to on mobile platforms.Originality/valueThis study aims to use first-hand data to prioritize the underlying antecedents of mobile advertising value, which has rarely been done to the best of the authors’ knowledge. It also used two different approaches in a single study to rank the dimensions, thus producing more valid results.

Videogames-as-a-service: converting freemium- to paying-users through pop-up advertisement value

PurposeThough the videogame literature is thriving, little remains known regarding the effectiveness of pop-up ads that appear in videogames. Addressing this gap, this study, therefore, aims to explore pop-up ads as an important tool to prompt gamer-perceived advertisement value and their subsequent intent to install the advertised videogame.Design/methodology/approachTo frame the analyses, the authors adopt and extend Ducoffe’s advertising value model by incorporating the visual/audio aesthetic videogame components that are largely overlooked in prior research. Using a self-administered survey, data were collected from 321 online gamers. The authors tested the model by using partial-least-squares-based structural equation modeling (PLS-SEM).FindingsThe results indicate that pop-up ad-related incentives, entertainment, credibility, personalization, audio aesthetics and irritation significantly affect user-perceived ad value. In turn, perceived ad value was found to affect players’ intent to install the advertised videogame.Research limitations/implicationsThough the findings corroborate the importance of pop-up ads being perceived as informative and/or entertaining, they also emphasize the value of personalized ads, ad-related incentives and audio aesthetic, which impact gamers’ intent to install the advertised videogame.Practical implicationsThis study advances managerial understanding of videogame-based services, which is expected to be particularly useful for freemium-based videogame marketers and developers.Originality/valueBy extending Ducoffe’s model of advertising value, the authors apply the proposed framework in the online videogaming-based pop-up ad context, and explore the effect of user-perceived pop-up ad value on their intent to install the advertised videogame.

Privacy Concerns in Personalized Advertising Effectiveness on Social Media

Social media is considered to be one of the greatest environments in which users interact with each other. This is also used by marketers in promoting their products to target consumers it commonly called personalized advertising. Various studies related to personalized advertising have inconsistency result. This study aims to fill the gaps with examining personalized advertising on the perceived advertising value of consumers that affect purchase intention and examine the role of consumer privacy concerns as a moderating variable. This study uses a survey method on 131 respondents who are active users of Instagram in Indonesia. The findings show that the more advertisements are adjusted to the user's interests, purchase history, interests, the more advertisements provide a level of benefit that makes users have purchase intention. Furthermore, privacy concerns weaken effect personalized advertising and advertising value. Further research suggestions are also discussed in this study.

Customer Engagement and Advertising Effectiveness: A Moderated Mediating Analysis

Marketing communications are witnessing a historic change in current times with online digital video advertising becoming a trend. Marketers are spending a significant pie of advertising budget on such video advertising on YouTube as it is a prevalent digital video channel among Generation Y. Purchasing decisions of this generation are influenced by YouTube advertising. Thus, understanding the perceived value of YouTube advertising becomes imperative for global marketers, especially in India which consists of 440 million millennials to target them. In this backdrop, the current study supplements to the extant literature by adding new linkages in the field of advertising by investigating attitude toward advertising as a mediator, mediating the relationship of perceived advertising value with purchase intentions. The study applies moderated mediation to examine the role of customer engagement. The mediation and moderated mediation were tested using PROCESS macro v3.5 by Andrew F. Hayes after collecting responses from 374 millennials. Implications for marketers are discussed in the end.