Recently, there are some outdoor floor advertising lighting devices as one of the active marketing methods. However, for outdoor use, there are many restrictions due to the Outdoor Advertisement Act, according to requiring high-output heat generation, waterproofing, and AC power, etc. The purpose of this study is to develop a Duo Light product optimized for indoor use through publicity and information guidance in normal times and automatic evacuation route guidance display in case of disaster, in conjunction with disaster safety. To that end, patent search and patent association analyses were conducted, and a comparative analysis with commercial products was conducted as a case study. In addition, prototypes were designed and produced through the review of operation principles, where field environment surveys and self-tests were conducted. Also, technology roadmaps were presented by preparing plans for expandability and advancement of products. For the analysis of technology commercialization, the feasibility of technology commercialization was examined through the analysis of Jolly’s Model and Lean Canvas Model. The results of this study will be able to contribute to minimize human damage through the effective response to disasters, which can increase the effect of indoor advertising by using the proposed indoor floor advertising lighting device in advertising and disaster situations.

Luxury brands are increasingly embracing intrinsic values in their advertising campaigns. This paper reports an exploratory study examining the adoption of value-laden advertising focusing on intrinsic values. Through a content analysis of ads from 9 top luxury fashion brands, the depiction of intrinsic values was examined. Research results are discussed and academic and managerial implications are presented.

The purpose of this research is to examine the effectiveness of egoistic and altruistic claims in organic cotton apparel advertising. We examined how those claims can influence attitudes toward the product, attitudes toward the brand, and purchase intentions.

As in its early development, metaverse has become a popular marketing topic with broad participation among marketers and consumers. Due to the global pandemic and lockdowns that hit offline marketing channels, people seek online and virtual interactions (Taherdoost, 2022). It accelerated the changes in consumers’ habits and participation in digital media. The term metaverse was first introduced in 1992 in a Sci-Fi Snow Crash (Stephenson, 1992), describing a space where users can join as avatars through terminals with virtual reality features (The Economist, 2020). And with the development of web3, metaverse has evolved into a hyper-connected online universe. Kim (2021) defines the metaverse as the network of virtual environments where individuals can communicate and interact with one another and objects in real-time using their digital representation or avatars. Brands lead and help consumers to find ways to enter the metaverse space, accelerating mainstream adoption. Philipp Plein, a Swiss fashion brand, purchased 65 parcels of land with 1.4 million dollars in the metaverse platform Decentraland with about 800,000 registered users (Hiken, 2022).

A typical consumer is exposed to more than 5,000 advertisements per day (Story 2015) by exposure to around 500 advertising messages before ending breakfast (Marshall, 2015), and it is impossible for consumers to remember most of the advertisement images and messages. Thus, one consistent yet not thoroughly investigated question for advertisers is how advertisers draw consumers' attention by differentiating their brand from competitors' brands. One suggestion from academia is making more "creative" advertising (Dahlén et al., 2008; Lehnert et al., 2014; Rosengren et al., 2013; Smith et al., 2008). However, it is still questionable the exact meaning of "advertising creativity," and the effects of creative advertising on consumer evaluation have not been fully investigated the effects of creativity in advertising evaluation by considering various boundary conditions. The objective of this research is to redefine advertising creativity, to understand how advertising creativity shapes consumers' evaluation, and how these effects are moderated by the different types of boundary conditions, such as industry category, by analyzing more than 100,000 advertising images and copies using a cutting-edge transfer learning technique. The results of the transfer learning algorithm indicate that both cognitive dimensions (e.g., novelty of image) and affective dimensions (e.g., awe and coolness) simultaneously affect the consumers' perception of the advertising creativity, and the current algorithm enables to detect of creative advertising image with 92% accuracy rate.

Emotion AI, a subset of AI that measures, understands, responds to, and elicits human emotions, is an emerging area that has great potential for advertising research and practice. Studies on the applicability of emotion AI in advertising and marketing have been growing in academic journals. This rapidly burgeoning scholarship creates a need for advertising scholars to comprehend the current status of the research on emotion AI in advertising as well as opportunities and challenges that this new technological development will bring to. Thus, this study aims to offer an overview of research on emotion AI in advertising to identify the scope of existing research, gaps in knowledge, and opportunities and challenges that lie ahead.

Synced advertising (SA) has grown in popularity due to its ability to facilitate multitasking and personalize ads to the media content users consume. Research on the effects of SA has been limited, but it has been suggested that repetition and personalization with SA will lead to a stronger, lasting impression. However, there are concerns that SA could be perceived as intrusive and lead to privacy issues. This study seeks to explore how the consumer paradox between perceived relevance and privacy concerns may affect the outcome of the advertisements.

Compared to the prevalence of advertising targeted at teens, our understanding of their vulnerability to advertising has been limited due to the cognitive/developmental view adopted by most previous research. However, cognitive development is not the most significant aspect that differentiates adolescents from adults. Adolescence is when teenagers start to take on more responsibility in defining themselves and become more skilled at using consumption to construct and signal their identity. On one hand, teens have a growing desire to express their unique identity as autonomous and distinctive individuals, separate from their family and differentiated from others. On the other hand, they are nearly obsessed with what others think about them, striving to belong to a group and feeling devastated by signs of disapproval from peers. This conflict between the need for assimilation and the need for differentiation is especially pronounced during adolescence when teenagers increasingly seek the approval of their peers while expressing their uniqueness. As a result, their sense of self is in a constant state of flux. This "shaky" self-identity has been shown in previous research to coincide with low self-esteem, which is associated with a high level of materialism.

This study investigates the role of consumers’ value orientations on their attitude towards assertive green advertisements. We find that biospheric value orientation improves attitudes towards assertive ads and hedonic value orientation positively affects consumers’ perceived threat to their freedom. Besides, the study supports the role of assertiveness in persuasive communication.

In the current study, we directly measure consumers’ physiological responses (i.e., brain waves via electroencephalogram [EEG]) to advertising stimuli (digital storyteller vs. human storyteller) to confirm the narrative transportation process of storytelling immersion.

Commercial condom advertisements usually emphasize the sexual pleasure of branded products, which leads to controversial public views. Some people agree that commercial condom advertisements can also benefit public health, whereas others disapprove of such commercial condom advertisements because their contents are usually offensive, low-tasted, and pornographic. Despite controversy over commercial condom advertising, we know little about the spillover effect of commercial condom advertisement. On one hand, sexual-related content in the commercial condom advertisement may have an arousal effect. That is, it can evoke sexual arousal, leading to more sex intercourses. More frequent sex behaviors, especially casual sex behaviors, may then lead to a risk of contracting sexually transmitted diseases (STDs). On the other hand, commercial condom advertisements may have an educational effect. That is, it can persuade people to use condoms, helping people get in the habit of using condoms, thus reducing the STD trends. In the short term when condom commercials are aired, the arousal effect and educating effect coexists, which motivates the net short-term effect as an open empirical question. In the long-term when the condom commercial no longer aired, the educating effect remains, which decreases the STD trends.

Throughout recent years, many physical establishments were forced to close, and events were canceled due to the outbreak of Covid-19. Consequently, brands, especially luxury brands, saw their contact with consumers greatly diminished and revenues decreased significantly (D’Arpizio et al., 2021). On the contrary, the global gaming industry saw its demand, exposure, and revenues increase. In fact, this industry is expected to exceed $200 billion by the end of 2023 (Gilliland, 2020), and there were more than 2.6 billion players worldwide in 2020 (Palframan, 2021). Thus, in 2020, many luxury brands opted to significantly upsurge their investments in the world of online gaming. The adoption of game advertising also represents a way for the luxury industry to adapt to its current target, as 81% of Gen Z and 77% of Millennials are gamers (Jain, 2021). By 2025, both generations are expected to account for 50% of the market, making them important players in the sector. However, there is still little empirical research regarding consumers’ perceptions of game advertising in the context of luxury brands. Thus, this research aims to study the impact that brand credibility and the use of game advertising have on the perceived coolness of luxury brands and, subsequently, on their equity.

Following a series of major breakthroughs in artificial intelligence (AI) technology, it is believed that the use of AI technology can fundamentally subvert many industries and business fields, one of which is marketing. For instance, AI is likely to become a key driver of how advertising and marketing activities are conducted (Qin and Jiang, 2019) and thus dramatically change marketing strategies and customer behaviors (Davenport et al., 2020).

Based on the Stereotype Content Model and the credibility and persuasion literature, this study examines the influence of COO on advertising claim credibility and purchase intentions. A set of hypotheses were developed and tested with an experimental design on a British sample of consumers.

The body of knowledge from psychology has been useful to marketing for understanding consumer minds and behaviors (Jia et al., 2018). Daily activities, such as movie watching, grocery shopping, online shopping, drinking coffee (with friends or alone), and making an in-app purchases on social media, all involve consumption which is affected by the perceptions, attitudes, and behaviors of the decision maker (i.e., consumers). But when the ways in which we sense and interact with the world change, how does it shift our ways of communicating with each other and the processes of forming perceptions, attitudes, and behaviors?

This study examines how brand-influencer, influencer-users, and user-brand congruences affect perceived fantasy about the influencer and closeness toward the brand when an Instagram ad is endorsed by celebrity (vs. non-celebrity) influencers. The study employed a between-subject online experiment by manipulating an advertisement endorsed by a celebrity and a non-celebrity influencer. The results suggest that congruence between brand-influencer matters in building effective relationships.

Prior studies have focused primarily on the issue of consumers’ privacy concerns in personalized advertising, but little is known about the effect of transparency awareness using data collection notifications on consumers. This study focuses on the relationship between consumers’ perceptions of the AI algorithms underlying online behavioral advertising (OBA) and the advertising effects. Our research model indicates that displaying data collection notifications regarding OBA and personalized ads increases favorable perceptions of AI systems, such as transparency. Moreover, the model suggests that personalized ads induce higher perceived surveillance than non-personalized ads.

Covid-19 pandemic has significantly affected online advertising market. The pandemic has changed customers’ shopping behavior by decreasing customer traffic in offline businesses but increasing customers’ online activities that has led to growth of online shopping and advertising. While the outbreak of Covid-19 has sparked growth of online advertising in general, its impact on various industries may not be the same, given the differences in product characteristics and consumer behavior across different products and services. This paper aims to address this question by empirically examining how Covid-19 has affected online search advertising market. First, we examine how Covid-19 has affected the behavior of online users and advertisers, the main stakeholders in the search advertising market, in terms of user traffic and clicks and advertiser bids and payments. Second, we examine if the impacts of Covid-19 on behavior of online users and advertisers would be different in various industries.

The decision between standardization and localization (or adaptation) of advertising strategy is crucial for the performance of product/service in foreign markets. Since the online advertising media have diluted the physical boundaries between countries, decision making related to international advertising has focused more on message strategy rather than media strategy. In this paper, the authors utilize movie poster images as a typical example of online advertising of service business. Employing image deep learning approach, the researchers calculate the level of localization and its effect on the financial performance in a foreign market. This research will expand the academic discussion in international advertising strategy and movie marketing.

This study aims to address two important questions: will advertising on mobile short-form video apps jeopardize the value perception of luxury brands (RQ1), and if so, how will self-deprecating online reviews eliminate these negative effects (RQ2). An experimental design approach was employed to investigate the proposed research questions. Three experiments were conducted to test the hypotheses. SPSS was used for data analysis. The study 1 finds that compared with traditional media, advertising on mobile short-form video apps shortened the psychological distance between consumers and luxury, therefore has a more negative impact on consumers’ perception of luxury brands. The study 2 reveals that self-deprecating online reviews can eliminate the negative effects of advertising of luxury brands. On the basis of previous research, this paper proves the negative influence of social media on luxury brands in the scene of new social media-mobile short format video application. In addition, it also studies the moderating effect of online comments, especially self-deprecating comments, on consumers' perception of luxury brands. This study outlines theoretical contributions and practical implications for the luxury marketing management and made suggestions for future research in the field of luxury marketing in Social Media.