Apps should be a “top priority in mobile marketing”, with branded tools offering particular benefits from an advertising perspective, a study published in the Journal of Advertising Research (JAR) has found.
Sungjun (Steven) Park and Byungho Park, Journal of Advertising Research, Digital First, December 2019, pp. 1-13
Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps.
Native advertising content needs to achieve a high quality of editorial content and brand placement in order to achieve the optimal impact, according to a study published in the Journal of Advertising Research (JAR).
Yoori Hwang and Se-Hoon Jeong, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 208-218
This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers’ responses to native advertising and whether the effect is moderated by either high or low quality of editorial content.
Korean beauty products, especially skincare, have become a huge global phenomenon, but there are signs of a domestic backlash against prescribed beauty norms and the associated costs in time and money.
Ellie Osborne and Oliver Roberts, ESOMAR, Fusion, 2018
GlaxoSmithKline, a pharmaceutical company, used social listening to collect data findings that were grounded on naturally occurring consumer conversations about athlete's foot in the US and South Korea.
Marketers can still bounce back despite the COVID-19 outbreak threatening an economic decline in Southeast Asia; digital marketing agency ADA shares five strategies for marketers to navigate through this period of economic uncertainty.
Psychologist Clayton Alderfer’s ERG motivational theory of human behaviour offers marketers a potential framework for charting steps forward in uncertain times – Nanyang Business School’s Mansur Khamitov talks through how brands can map out a positive path forward.