Differences in the determinants of purchase intention through advertisements and advertising recognition among product types
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DOI: 10.1007/s41237-020-00121-9
Abstract: The differences in effective advertising creative (intended to communicate a company’s message to consumers) among product types have been poorly understood, despite the importance for advertising success. Using survey data on consumer responses to 2525… read more here.
Keywords: determinants purchase; among product; advertising recognition; product ... See more keywords
How do consumers respond to influencer discount codes? Insights from covert advertising processing
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DOI: 10.1108/jrim-07-2024-0343
Abstract: Drawing on the covert advertising recognition and effects (CARE) model, this study aims to examine how influencer discount codes serve as content-driven cues that interact with sponsorship disclosures to influence advertising recognition and persuasive outcomes.… read more here.
Keywords: advertising recognition; covert advertising; discount codes; advertising ... See more keywords
Hope You’re Not Totally Commercial! Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness
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DOI: 10.1177/10949968221087256
Abstract: Social media influencers (SMIs) have become an effective channel for reaching targeted customers. The present study explores the influence process of advertising recognition on consumer responses in the SMI marketing context. The authors examined an… read more here.
Keywords: recognition; influencer marketing; advertising recognition; consumer ... See more keywords