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Research Paper

Disney wanted to improve its cultural relevancy to African American guests visiting and staying at its various resorts.

Research Paper

This research explores the understudied relationship between two crucial variables—empathy elicited by narratives and the degree of efficacy possessed by bystanders—by using narratives in public service announcements.

Research Paper

Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Research Paper

IAB Video Center conducted a primary consumer research study to gain a deeper understanding of digital video viewers and their connection with direct brands in the US, which found that:

Research Paper

The study provides a deep dive on US video streamers watching Ad-Supported Over-the-Top (ASV OTT) video to gain insights into their behaviors, attitudes and usage to help better target the ASV OTT cohort.

Research Paper

Increasingly, consumers are simulcasting branded content across multiple, interconnected social media platforms creating a complex social media ecosystem.

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Research Paper

Exploring shoppable mobile video ads and how consumers in the US interacted with them, focusing on video-based interactive ads in a mobile web environment with the goal of understanding what initial calls to action work best.

Research Paper

Advertising is evolving rapidly as digital and mobile technologies continue to develop. These platforms offer consumers unique experiences and a diverse selection of content.

Research Paper

ProColombia, the Colombian International Promotion Organisation, wanted to surpass the negative perception and misconceptions over the country's safety.

Research Paper

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

Research Paper

This paper argues that too much of what we see in marketing - while tolerant and inclusive toward Black-Americans - is neither entrenched nor rooted in their experiences or cultural insights.

Research Paper

Advertisers often employ spokespeople who speak with an accent ("accented spokespeople") to promote products and services that are stereotypical of (or related to) a speaker's background.

Research Paper

This article argues for clear data governance, by demonstrating the results that new techniques can generate.

Research Paper

This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand.

Research Paper

Both the advertising industry and academia have given increasing attention to the importance of consumer relationship building on social networking sites.

Research Paper

Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic.

Research Paper

The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans.

Research Paper

This study analysed advergames on top online gaming websites for children. The content of 131 websites was analysed to see whether each site contained advergames, particularly advergames for food products, and the way the advergames were presented to children.

Research Paper

Marketers and advertisers long have searched for new and more powerful ways to measure the effectiveness of advertising.

Research Paper

This article explores several variables, other than traditional demographic ones, that could improve the accuracy of online survey research.

Research Paper

This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years.

Research Paper

The current study introduces the concept of ethnic compatibility to explain differences between strong and weak Hispanic identifiers’ evaluation of print advertising.

Research Paper

This study investigated how mass media exposure and cultural values influence Korean immigrants’ responses to models in print advertising.