How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad
Sign Up to like & getrecommendations! Published in 2020 at "Journal of Retailing and Consumer Services"
DOI: 10.1016/j.jretconser.2019.102020
Abstract: Abstract Many major consumer-driven companies have started to use augmented-reality (AR) technology and AR apps to enrich their customers' shopping experiences and engagement with their brands, and to ultimately increase sales. However, there is scant… read more here.
Keywords: curiosity; augmented reality; reality; attention toward ... See more keywords
How the Eyes Connect to the Heart: The Influence of Eye Gaze Direction on Advertising Effectiveness
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DOI: 10.1093/jcr/ucaa063
Abstract: A model’s eyes are a powerful and ubiquitous visual feature in virtually any advertisement depicting a person. But does where the ad model’s eyes look matter? Integrating insights from social psychology and performance and visual… read more here.
Keywords: direction advertising; gaze direction; gaze; study ... See more keywords
Transit advertising in corporate branding: a multilevel study
Sign Up to like & getrecommendations! Published in 2019 at "International Journal of Contemporary Hospitality Management"
DOI: 10.1108/ijchm-11-2017-0777
Abstract: Purpose The purpose of the present study is to examine the effectiveness of tourist shuttle bus advertising for the corporate brand image of gaming and hospitality operators. Design/methodology/approach Grounded in the theoretical framework of Message… read more here.
Keywords: shuttle bus; study; advertising effectiveness; advertising corporate ... See more keywords
Etourism advertising effectiveness: banner type and engagement as moderators
Sign Up to like & getrecommendations! Published in 2018 at "Journal of Services Marketing"
DOI: 10.1108/jsm-01-2017-0039
Abstract: This paper aims to analyze advertising effectiveness in terms of self-reported memory (recall) by measuring customers’ visual attention, including consumer engagement with e-tourism 2.0 tools and the banner type used as moderating variables.,Data were collected… read more here.
Keywords: methodology; research; banner type; consumer ... See more keywords
When Disclosures Backfire: Aversive Source Effects for Personalization Disclosures on Less Trusted Platforms
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DOI: 10.1177/10949968221080499
Abstract: Recent studies indicate that transparency about data collection practices for personalized advertising in the form of disclosures increases advertising effectiveness. This work, however, demonstrates that for advertising platforms with an untrustworthy reputation, personalization disclosures may… read more here.
Keywords: personalization; effect; source; disclosure ... See more keywords
The Influence of Green Message Types on Advertising Effectiveness for Luxury and Budget Hotel Segments
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DOI: 10.1177/1938965519892189
Abstract: This study aims to broaden knowledge about the effects of green (environmentally responsible) advertising images on consumer behavior in the context of the hotel industry. A 5 (ad type: non-green vs. green with text vs.… read more here.
Keywords: hotel segments; luxury; luxury budget; advertising effectiveness ... See more keywords