By George Christodoulides, Anastasia Stathopoulou, Martin Eisend
Focusing on a variety of ads codecs, this booklet presents overseas state of the art examine inter alia at the quickly evolving and more and more complicated ads panorama that increases a few demanding situations for advertisers. additional examine is required to steer offerings concerning advert content material and execution, media placement, social networks, and crusade effectiveness. Advances in ads study are released through the ecu ads Academy (EAA). This quantity is a selective selection of examine awarded on the 14th overseas convention in advertisements (ICORIA), which was once held in London (UK) in July 2015. The convention accumulated greater than one hundred fifty contributors from a number of nations from approximately all continents, together with Europe, North and South the United States, Asia, and Australia.
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Additional info for Advances in Advertising Research (Vol. VII): Bridging the Gap between Advertising Academia and Practice
And George, G. (2002), “Absorptive capacity: A review, reconceptualization, and extension,” in: Academy of Management Review, Vol. 27, 2, 185-203. The Relationship between Gratifications from Social Networking Site Use and Adolescents’ Brand Interactions Vanessa Apaolaza, Patrick Hartmann, Jiaxun He, Jose M. Barrutia, and Carmen Echebarria 1 Introduction Online social networking sites (SNS) such as Facebook or Twitter provide advertiser with new channels to contact and interact with potential target groups.
It is interesting with respect to our study that Janssen, van Beest, and Mead (2014) could ascertain that social exclusion enhances the susceptibility to certain persuasion strategies. The authors found that a social proof tactic influences socially excluded participants more strongly than socially accepted ones since they seek social connection. Our considerations lead us to the following hypothesis: H3: Using a community benefit appeal as an advertising message leads to higher behavioral intention for individuals with a high need to belong compared to a low need to belong.
86 as shown in Table 1 (Bagozzi and Yi, 1994; Hair, Anderson, Tatham and Black, 1998), convergent validity can be considered adequate (Bagozzi and Yi, 1994; Hair, Anderson, Tatham and Black, 1998). Discriminant validity was also confirmed with the square of variable 34 Apaolaza, Hartmann, He, Barrutia, and Echebarria correlations (Table 2) not exceeding explained variance in any case (Anderson and Gerbing, 1988; Fornell and Larcker, 1981). Table 1: Measurement indicators and constructs Factor Socializing gratification I can interact with my friends when sharing news.