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The Effects of Interface Design of Hand-Held Devices on Mobile Advertising Effectiveness Among College Students in China
Wenjing Xie, Yunze Zhao and Wenya Xie, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile advertising has gained great popularity in China over the past decade. However, there is still a lack of understanding of what factors may influence mobile advertising effectiveness in China.
Mobile advertising has gained great popularity in China over the past decade. However, there is still a lack of understanding of what factors may influence mobile advertising effectiveness in China. This study employs mobile marketing theories and examines how the interface design of hand-held devices influences mobile advertising effectiveness among college students in China. A survey with 442 undergraduate and graduate students was conducted in Beijing in 2011. Results indicate that the interface design of the hand-held devices, especially the ubiquitous feature, large screen size, advertisement size, and ease of use, will foster a positive emotion, increase Chinese college students' arousal upon receiving mobile ads, and increase purchase intention. Theoretical and practical implications and suggestions for future research are discussed.
Leveraging Google+ as a qualitative research platform: case studies and best practices
Sharon Chen and Sheethal Shobowale, ARF Experiential Learning, Re:Think conference, 2013
This paper explores learnings and best practices that have been found from pilots leveraging the Google+ social network for consumer insights research.
This paper explores learnings and best practices that have been found from pilots leveraging the Google+ social network for consumer insights research. Four pilot studies were conducted around specific audiences with the intention to answer specific types of questions in the wireless carriers and consumer packaged goods categories. The results include findings around recruiting and incentive strategies, user engagement tactics, different audiences and research questions, and the benefits and current challenges to using a social platform for this type of research. Overall, the researchers found Google+ to be a capable and readily accessible platform for qualitative research and feel that the social features open the door to exciting user engagement possibilities.
Understanding the drivers of standout video experiences
Jared Skolnick and Shawn Baron, ARF Experiential Learning, Re:Think conference, 2013
This research paper explores how four key elements of online video advertising - consumer engagement mode, player size, location on the page and website quality - may affect end users' feelings towards a brand, and whether they inspire or discourage action.
This research paper explores how four key elements of online video advertising - consumer engagement mode, player size, location on the page and website quality - may affect end users' feelings towards a brand, and whether they inspire or discourage action. Consumer engagement mode (click-to-play vs. auto-play) was found to be the most important element for advertisers to consider when their objective is driving brand awareness. The quality of the website a video ad appears on was found to be the primary driver of brand perception, consumer intent, engagement, and overall satisfaction. The research also found that click-to-play ads elicit nearly four times more positive emotions from consumers than auto-play ads and that larger video players evoke higher levels of brand awareness.
The Role of Visual Attention in Internet Advertising: Eleven Questions and a Score of Answers
Adam S. Greenberg, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 400-404
In this article, the cognitive neuroscientist, Adam Greenberg, provides answers to a series of questions on consumers' attention to digital marketing, based on his analysis of a large dataset provided to him by the Advertising Research Foundation.
In this article, the cognitive neuroscientist, Adam Greenberg, provides answers to a series of questions on consumers' attention to digital marketing, based on his analysis of a large dataset provided to him by the Advertising Research Foundation. Greenberg had no experience of advertising research prior to the exercise, but was selected to provide a fresh perspective given his extensive work in the general field of human attention and cognition (and particularly about how humans control their behavior in response to a visual stimulus and the brain mechanisms this involves). Some of the 11 issues discussed include: How does design affect consumers' engagement with an advertisement? Is clutter a distraction? What is the impact of page placement on attention? Are clicks a good measure of attention? What are the best practices for display advertising?
Is a website known by the banner ads it hosts? Assessing forward and reciprocal spillover effects of banner ads and host websites
Sweta Chaturvedi Thota, Ji Hee Song and Abhijit Biswas, International Journal of Advertising, Vol. 31, No. 4, 2012, pp. 877-905
While marketers often rely upon banner ads to generate revenues, it is unclear as to how these ads might influence consumer perceptions of host websites.
While marketers often rely upon banner ads to generate revenues, it is unclear as to how these ads might influence consumer perceptions of host websites. In this paper, we conduct three studies to examine the effect of animation and brand advertised in a banner ad on consumers’ attitude towards a host website, as well as word-of-mouth behaviour. Results of the first study reveal that consumers are irritated with unfavourable banner brands and that irritation, in turn, negatively affects their attitude towards the host website. We demonstrate that banner brand and banner type serve as contextual cues that influence judgements of the host website due to a forward spillover effect. Findings of the second study demonstrate that a host website, corollarily, serves as a context to negatively influence evaluations of favourable brands mainly for animated banner ads – a reciprocal spillover effect. The third study validates and extends the findings of the first study by adopting methodological pluralism through a different approach to stimuli selection and experimental manipulation. Results indicate that, while presence of animation has a negative influence on the host site and WOM behaviour when the brand advertised is an unfavourable one, it neither benefits nor hurts a host website evaluation and WOM behaviour when a favourable brand is advertised. Managerial implications of our findings are also discussed.
Is that website for me? Website-self-congruency effects triggered by visual designs
Chingching Chang, International Journal of Advertising, Vol. 31, No. 4, 2012, pp. 835-860
This study proposes and tests a moderated mediation model for website–self-congruency effects triggered by the visual designs of websites.
This study proposes and tests a moderated mediation model for website–self-congruency effects triggered by the visual designs of websites. The model specifies the conditions (i.e. when participants are not involved with the product category) in which website–self-congruency effects emerge, and identifies specific cognitive processes (i.e. generating self-referencing and self–brand connection perceptions) and affective processes (i.e. experiencing positive emotions and browsing enjoyment) that mediate the influence of website–self-congruency effects on attitudes and purchase intentions. The findings of this study support the proposed model and hypotheses, and thereby offer significant implications for research and practice.
Online advertising and congruency effects: it depends on how you look at it
Wim Janssens, Patrick De Pelsmacker and Maggie Geuens, International Journal of Advertising, Vol. 31, No. 3, 2012, pp. 579-604
Three studies investigate the moderating role of divided attention in the relationship between thematic (in)congruency between a web page and a web ad, and evaluations of and click intention towards the embedded web ad.
Three studies investigate the moderating role of divided attention in the relationship between thematic (in)congruency between a web page and a web ad, and evaluations of and click intention towards the embedded web ad. The first study establishes the traditional priming effect in sequential web page – web ad exposure. Study two manipulates viewers’ opportunity to divide their attention when simultaneously exposed to a web page and a web ad, and Study three measures divided attention by means of gaze jumps in a simultaneous exposure situation. In the case of simultaneous exposure to a web page and a web ad, a congruency effect occurs when there is little opportunity to divide the attention between the web page and the ad, and when there are few gaze jumps between the web page and the web ad. In these cases, web ads that are thematically congruent with the web page result in more positive responses. This effect reverses when there is more opportunity to divide the attention between the web page and the web ad, and when the number of gaze jumps is high: web ads incongruent with the web page lead to more positive responses. Undivided attention benefits web ads that are congruent with the web page in which they are embedded, but divided attention benefits those that are incongruent with the web page.
The High Stakes of Sweepstakes: Too Much of a Good Thing Can Demotivate Digital Consumers
Caroline Wilcox and Arch G. Woodside, Journal of Advertising Research, Vol. 52, No. 2, 2012, pp. 167-179
In preference-matching contexts—specifically, where people enter hoping to find some particular product or service they already know themselves to prefer—more choices should increase the likelihood that they will be successful in their search.
In preference-matching contexts—specifically, where people enter hoping to find some particular product or service they already know themselves to prefer—more choices should increase the likelihood that they will be successful in their search. Increasing the number of choices, however, actually increases the cognitive workload of consumers, and they may decide consciously or unconsciously simply to apply heuristics—such as clicking the delete button on complex e-mails. This study tested these two alternative theories in a large-field experiment focusing on advertising an experience brand (France as a vacation destination) to Americans under multiple treatment conditions. The findings supported the theory that fewer choices increase behavioral responses, but this effect reversed when an e-mail included a sweepstakes offer. Consequently, the authors found that “it depends on what is offered in conjunction with the direct-sales offers” may be the more accurate perspective than the “less-is-more” proposition.
A Content Analysis of Registration Processes on Websites: How Advertisers Gather Information to Customize Marketing Communications
Jan Ahrens and James R. Coyle, The Journal of Interactive Advertising, Vol. 11, Issue 2, Spring 2011, pp. 12-26
The proper implementation and design of registration pages is a crucial consideration in the development of websites for two reasons: First, users often navigate through them to receive future marketing communications.
The proper implementation and design of registration pages is a crucial consideration in the development of websites for two reasons: First, users often navigate through them to receive future marketing communications. Second, advertisers can gain valuable contact information through registration processes that allow them to customize marketing communications. This content analysis investigates the implementation and design of such processes by comparing the registration processes established by large and small websites, as well as websites of pure play companies versus click-and-mortar companies. Differences emerge across several variables. The results have implications for advertising researchers and practitioners and suggest some registration process best practices.
The impact of surfer/meeker mode on the effectiveness of website characteristics
Andrea J. S. Stanaland and Juliana Tan, International Journal of Advertising, Vol. 29, No. 4, 2010, pp. 569-595
This research examines how two commercial website design variables, visual complexity and source of interactivity control, are more or less effective depending on a consumer’s purpose for visiting a website (consumer user mode).
This research examines how two commercial website design variables, visual complexity and source of interactivity control, are more or less effective depending on a consumer’s purpose for visiting a website (consumer user mode). An online experiment was conducted in Singapore utilising over 70 experimental mock web pages. The authors find that goal-directed Seekers prefer a consumer-controlled interactive environment as well as a visually simple design, whereas experiential Surfers prefer marketer-controlled interactivity and a visually complex layout. This suggests that earlier research findings that supported both higher levels of interactivity and simplification of website format are in fact moderated by the user mode of the consumer. The study is also the first to empirically examine the distinction between consumer- and marketer-controlled forms of interactivity.
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