Terlutter / Diehl / Okazaki Advances in Advertising Research (Vol. 1)

Cutting Edge International Research
1. Auflage 2010
ISBN: 978-3-8349-6006-1
Verlag: Betriebswirtschaftlicher Verlag Gabler
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Deutsch, 412 Seiten, Web PDF

Reihe: European Advertising Academy

Research on advertising, branding and communication from an international perspective is essential in the face of the growing globalisation of markets, which requires academics and practitioners to take an increasingly international orientation in developing communication policies. Researchers as well as advertisers and marketers are confronted with an expanding, and above all changing, variety of both traditional and new media available for communication purposes, among them, advergames, mobile marketing and viral marketing. The goal of this book is to advance more systematic research in these fields from an international orientation. Renowned communication researchers from around the globe have contributed to the making of this book.

Zielgruppe

Research

Autoren/Hrsg.

Terlutter, Ralf

Diehl, Sandra

Okazaki, Shintaro

Inhaltsverzeichnis

Strategic Issues in Advertising, Branding and Communication.- Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency.- Evaluation and Feedback Effects of Limited Editions in FMCG Categories.- How Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View.- A Call for a Broader Range of Dependent Variables in Advertising Research.- The Passive Shopping Stage: Keeping in Mind Brand Encounters.- Advertising and Communication Content.- Missing for One, Unique for the Other – How Missing Attributes Affect Brand Evaluation.- Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness.- Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication.- Music in Advertising: Effects on Brand and Endorser Perception.- An Investigation of Alternative Explanations for the Positive Effect of a Presenter’s Attractiveness on Persuasion.- Advertising and Computer Games.- Game Outcome and In-Game Advertising Effects.- Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children.- Play Our Game and Tell Your Friends: Pringle’s Brand Campaign on a Mobile Social Networking Site.- Implicit Measurement Games: Using Casual Games to Measure Psychological Responses to Ads.- Advertising, Branding and Communication on the Internet.- The Perceived Interactivity of Top Global Brand Websites and its Determinants.- Developing a Classification of Motivations for Consumers’ Online Brand-Related Activities.- Making Money on eBay by Relieving Risk.- Assessing the Probability of Internet Banking Adoption.- Gender and Advertising, Branding and Communication.- Gender Stereotyping in Advertising on Public andPrivate TV Channels in Germany.- A Cross-Cultural and Gender-Specific Examination of Consumer Skepticism toward Advertising in General vs. Pharmaceutical Advertising – Empirical Evidence from the U.S., Germany and China (Hong Kong).- Do Consumers’ Assumptions on the Companies’ Motives and Differences in Moral Orientation of Men and Women Influence the Persuasiveness of CSR Activities?.- Media Placement, Brand Placement, Public Relations and Viral Marketing.- Media Placement versus Advertising Execution.- Brand Placements in Movies: The Impact of Modality, Prominence and Plot Connection on Attitude and Behavioral Intention.- What are the Effects of a Combination of Advertising and Brand Placement?.- Personal Branding and the Role of Public Relations.- Agent-Based Modelling: A New Approach in Viral Marketing Research.

Leseproben

The Perceived Interactivity of Top Global Brand Websites and its Determinants (S. 207-208)

Hilde A.M. Voorveld,University of Amsterdam, The Netherlands Peter C. Neijens, University of Amsterdam, The Netherlands Edith G. Smit, University of Amsterdam, The Netherlands

1 Introduction

Recent reviews of the online advertising literature revealed that interactivity was one of the key topics in that field (Ha 2008; Kim and McMillan, 2008). Three main streams of research can be distinguished in the website interactivity literature. First, several researchers have written about the definition and conceptualization of interactivity (e.g., Liu and Shrum 2002; McMillan and Hwang 2002; Johnson, Bruner II and Kumar 2006). Second, several researchers have tried to map interactivity on websites by performing content analyses of websites (e.g. Ghose and Dou 1998; Ha and James 1998; Tse and Chan 2004; Cho and Cheon 2005; Okazaki 2005). Third, several researchers have investigated consumers’ responses to interactivity. Such studies mainly focused on the influence of interactivity on advertising effect measures like attitude toward the website, attitude toward the brand, and purchase intention (e.g., Bezjian-Avery, Calder and Iacobucci 1998; Coyle and Thorson 2001; Macias 2003; Wu 2005; Liu and Shrum 2009).

Within this latest stream of research, the theoretical approach on interactivity has changed from examining the effects of objectively assessed interactivity to the effects of interactivity perceptions, so called perceived interactivity. While research on perceived interactivity has become widespread, two issues remain underrepresented in the literature to date. First, to our knowledge, there is no single study that provides insight into the perceived interactivity of websites of the most important consumer brands.

Therefore, the first aim of this study is to address this gap in previous literature by giving an overview of the level of perceived interactivity of top global brand websites. The following research question was formulated to fulfill this aim: RQ1: What is the level of perceived interactivity of top global brand websites? Second, whereas research on the consequences of perceived interactivity is abundant, research on its determinants is scarce. The research up to now has primarily investigated website characteristics that influence interactivity perceptions.

To our knowledge, research focusing on person characteristics, such as demographic variables or experience variables, influencing interactivity perceptions is almost non-existent (Jee and Lee 2002), but vital for the field of interactivity research (Tremayne 2005). Therefore, the second aim of this study is to give insight into the personal determinants of perceived interactivity. The following research question was formulated: RQ2: Which personal variables determine the perceived interactivity of brand websites? To fulfill these two aims, our study draws on a survey in which 331 respondents are exposed to a total of 65 brand websites.

This design provides us with an opportunity to investigate the level and determinants of perceived website interactivity across a wide variety of websites. In addition the survey represents a more natural situation than earlier studies that employed experiments with only one, or a limited number of websites. Such a large-scale survey was never employed before in interactivity research In the next sections we will expand on the definition of interactivity and on factors influencing interactivity perceptions, after which we will describe the design of our study. Finally, after reviewing the results, we will draw conclusions on which personal factors influence interactivity perceptions.

Über Autor(innen)

Prof. Dr. Ralf Terlutter is Professor at the Department of Marketing and International Management at the University of Klagenfurt, Austria.
Prof. Dr. Sandra Diehl is Professor at the Department of Media and Communication Sciences at the University of Klagenfurt, Austria.
Prof. Dr. Shintaro Okazaki is Professor at the Department of Finance and Marketing Research at the Autonomous University of Madrid, Spain.