This study investigates the effects of the type of advertisement, brand extension, and consumer innovativeness on the credibility of fashion advertisements. The factorial design is constructed as a 2(type of fashion advertisement: general vs. cross-media) × 2(consumer innovativeness: high vs. low) × 2(the type of fashion brand extension: similar vs. dissimilar) three-way mixed design in which consumer innovativeness is the between-subjects variable. Subjects of this study included 210 men and women in their 20s and 30s who resid in Seoul and had SNS experiences. Frequency analysis, credibility analysis, three-way ANOVA, and simple interaction analysis were conducted using the SPSS 20.0 statistics package. The results are as follows: First, the type of fashion advertisement had a significant effect on advertising credibility. Cross-media advertisements had a more positive effect than general advertisements on all of the dependent variables. Also, the type of brand extension and consumer innovativeness showed significant effect on advertising credibility and the interaction effect between the type of fashion advertisement and consumer innovativeness was significant. Lastly, the effect of different types of brand extensions on advertising credibility showed a significant difference according to consumer innovativeness. Thus, a marketing strategy using cross-media advertising is proven to be effective in gaining consumer trust for a fashion brand.

Introduction Consumer ethical behaviors regarding social impact, environmental concern, and ethical practices for the buyer/seller dyad has become a vital issue. A large number of consumers have the willingness to be activists to address potentially threatening environmental problems with foresight (Atkinson & Rosenthal, 2014). Consumers with environment awareness have begun to consider the environmental claims of products, such as environmental protection certification (do Paço & Reis, 2012) and production process with environmental protection regulations (Yoon & Kim, 2016). All such information effectively spreads the environmental protection knowledge to help consumers identify the environmental features of the product (Leonidou, Leonidou, Palihawadana, & Hultman, 2011), and then to conduct consumption behaviors with ethical/moral concerns. However, the related research to examine the relationships between consumer ethical behaviors and their attitudes toward environmental information disclosure in advertising in Asian countries is few. This study’s main purpose is thus to understand how environmental information disclosure in advertising influences consumers’ attitudes toward the brand and their ethical behaviors. Literature Review Mitchell, Balabanis, Schlegelmich, and CornWell (2009) argues that all direct or indirect consumer actions that could make businesses or other stakeholders to lose money or reputation are viewed as consumer unethical behaviors. Consumers’ (un)ethical behaviors would be influenced by their moral principles and standards as they obtain, use, and dispose of goods and services (Muncy & Vitell, 1992). First, according to the equity theory, brand equity will increase the relationship intention between sellers and buyers. Those consumers with a high perception about product value or brand equity would tend to build a positive relationship with sellers, and thus their ethical behaviors would be influenced (Chang & Lu, 2017). Consumers’ ethical consumption depends on the equity of the profitability of the seller and this study proposes that brand equity has significant positive effects on consumer ethical behavior (H1). Second, environmental advertising claims refer to the classification of environmental claims in advertising with various environmental protection information about products (do Paço & Reis, 2012). Chan, Leung, and Wong (2006) state the two types of environmental advertising claims. Substantial environmental claims focus on the substantial benefits of products for the environment and the positive impacts of enterprises on the environment in order to substantially maintain or enhance consumers’ understanding of products with environmental awareness (Chan, 2000). Associated environmental claims feature advertising that do not have a direct connection with the products or production of enterprises; instead, they reveal an enterprises’ concern about environmental protection topics through environmental protection activities or topics regarding the conservation of the ecosystem, in order to indirectly trigger the consumers’ positive image and reactions to the enterprises or brands (Chan, 2000). Different environmental advertising claims would have different extents of impact on consumers’ attitude towards advertising and the product (Chan et al., 2006). Chan (2000) states that substantial environmental claims are more persuasive than associated claims, as the advertising of the former could directly publicize the specific environmentally-friendly measures in products or production process. The hypotheses are thus submitted: environmental advertising claims have significant positive effects on brand equity (H2.) and the impact power of substantial environmental claims on brand equity is stronger than those of associated environmental claims (H3). Third, eco-labels provide the information of products toward the environment influence during their life cycles (Atkinson & Rosenthal, 2014; Chekima, Wafa, Igau, Chekima, & Sondoh, 2016) and the claims regarding the eco-features, production, and constituents of the products (Atkinson & Rosenthal, 2014). Maniatis (2016) argues that eco-labels could clearly reveal the economic and ecological benefits of products and help consumers make purchase decisions. Specific claims, such as marks, pictures, or signs, could clearly convey information about the products, which make it easy for consumers to understand. Therefore, hypothesis 4 is submitted: environmental advertising with eco-labels has a significant positive effect on brand equity (H4). Method This study used the 2x2 factor experiment to create four situations through two types of environmental advertising claims (substantial and associated environmental advertising claims) and two types of eco-labels (available/unavailable). The manipulation checks with regards to the constructs of environmental advertising claims and eco-label were shown to be successful through a pilot test. On the other hand, this study selected 14-items of Muncy and Vitell’s (1992) scale to measure consumer ethical behaviors. The measuring items of brand equity were taken by Yoo and Donth’s (2001) three-dimensional scale, containing brand awareness/associations, perceived quality, and brand loyalty. Moreover, 294 valid questionnaires were retained in the formal survey via electronic questionnaire survey. Females accounted for 50.7%. Those aged less than 25 occupied a larger proportion (50%), followed by those aged from 26 to 35 (21.8%). The samples with a college education or above accounted for 92.5%. Additionally, the component reliability, convergent and discriminant validity were also confirmed (Bagozzi & Yi, 1988; Fornell & Larcker, 1981) due to the results of confirmatory factor analysis (CFA) by Lisrel 8.7. Results and Conclusion Based on the ANOVA results, first, environmental advertising claims had significant effects on awareness/association, perceived value, and loyalty. The effects of substantial orientation on brand equity were significantly stronger than that of associated orientation claims. H2 and H3 were fully supported. That is to say, substantial environmental advertising claims could reveal enterprise efforts to protect the environment and inform consumers that the substantial benefits for the ecosystem are embodied in their products. If enterprises want to disclose information about their social responsibility or to convey the contribution of their products toward environmental protection, direct environmental advertising claims related to product features and production processes should be considered. Second, eco-labels significantly affected on awareness/association, perceived value, and loyalty; hence, H4 were supported. Eco-labels verified by a third-party public notary office could enhance brand equity. As eco-label information regarding environmental protection enterprises and products want to convey, consumers can comprehend and evaluate such environmental advertising through the mark of eco-labels in triggering their positive attitude and value toward the brand. Third, this study also found that the interactive effect of environmental advertising claims and eco-label on the awareness/association dimension of brand equity was significant. Consumers are more likely to receive information from the environmental advertising with a substantial claim and eco-label than other sets, and then their perceptions toward that brand awareness and brand association could be improved. Forth, each dimension of awareness/association, perceived value, and brand loyalty had a significant positive effect on consumer’s ethical behaviors by using structural equation modeling (SEM) via Lisrel 8.7; H1 therefore were supported. That is, consumers’ perceived enterprise efforts related to protecting the environment would improve consumers’ ethical behaviors. If advertising could fully and effectively convey the environmental protection information embodied in products, consumers would know that the products are beneficial for society and ecosystems, and thus they would enact ethical activities in the marketplace. Finally, future studies can use random sampling to improve the sample representative. Product type can also be included into the research model in future studies to consider the different product features how to influence the effects of environmental advertising claims and eco-labels on the consumers’ attitudes and behavior decision.

Purpose – Research on technology acceptance involves one's psychological aspect, known as technology readiness. Particularly in the digital acceptance context related to mobile advertising, this psychological condition is referred to digital readiness. Nasution, Rusnandi, Qodariah and Arnita (2018) argue that digital readiness is a prominent factor in the adoption of technology and digital applications. They have proven the importance of this digital readiness in their research on digital mastery level in a telecommunication company in Indonesia. The purpose of this paper is to investigate the effect of digital readiness on the acceptance toward mobile advertising among millennials in Bandung, Indonesia. Relevant theories – Mobile advertising is part of digital advertising, as stated by Nasution & Aghniadi (2016), they define mobile advertising as a form of digital advertising that has attentions on engaging a strong communication to audience. This type of advertising adoption is still continuously growing and becoming preferable form of advertising for the Millenials. Researchers developed a model that links the influence of digital readiness to mobile advertising acceptance. In addition to these relationships, the research model they developed from the Technology Acceptance Model also included the influence of perceived usefulness and perceived risk to mobile ads acceptance. Design/methodology/approach – The research model is developed from Technology Acceptance Model (TAM) with a specific attention to assessing whether digital readiness influences the respondents’ perception of usefulness and risk of mobile advertising. The research performs quantitative approach using survey that is formed based on previous literature and conceptual model. Structural equations modelling (SEM) is also conducted to test the constructed model and the proposed hypotheses. Byme (2010) states the significance of the estimated coefficients for the hypothesis relationships which indicate whether the relationship between constructs held true or not. This research will then compare between three models that are differed by range of respondents’ ages. First model will be combined age that is 17-24 years old, second model is 17-20 years old and third model is 21-24 years old. Findings – The results show that digital readiness has a significant influence towards mobile advertising acceptance among Millennials, in which action readiness is more considered than attitudinal readiness in terms of further assessing mobile advertising. In addition, the study also illustrates Millennials’ perception of usefulness and risk of receiving mobile advertising. Younger group (17 – 20 years old) will not be affected much by usefulness of mobile advertising rather than the older group who will consider much about usefulness on accepting mobile advertising. The group also will take risk along with their ability to accept mobile advertising. It contradicts with the older group (21 – 24 years old) who see risk as hindrance in accepting mobile advertising. Research limitations/implications – The area coverage of respondents only included several cities across Java and does not concern about the place of origin of respondents. Besides, this research also possesses an age limit for its respondents that range from 17 to 24 years old to limit the diversity of attitudes, beliefs and perceptions. Originality/value – This study focuses on the concept of Technology Acceptance Model (TAM) in which the digital readiness is applied in the context that has not been conducted in Indonesia. Researchers conducted an empirical study on the effect of digital readiness on mobile advertising that is part of digital technology. The results of this research provide opportunities for digital readiness applications in research on the adoption of other digital technologies. Paper type - Applied research

Purpose – This paper holds a purpose to examine the influence of perceived utility, contextual relevance and lifestyle on the acceptance of mobile advertising among millennials in Indonesia (specifically in Bandung). The three factors represent an extension of the general model of mobile advertising which is largely influenced by the Theory of Reasoned Action (TRA). The factors are proposed to extend the model to include factors at individual (receiver), object (message) and contextual levels. Lifestyle, Perceived Utility, and Contextual Relevance are factors at individual, object and context that are posited to influence the acceptance of mobile advertising in this study. Specifically, the current study is aimed at elaborating the role of those factors in influencing the acceptance of mobile advertising among millennials in Bandung, Indonesia. Relevant theories – mobile marketing definition and scope from various literature, Theory of Reasoned Action (TRA), theory of perceived utility, consumers’ utilization of contextual information in mobile advertising, and the influence of lifestyle – as representation of individual factor – on mobile advertising acceptance are the most relevant theories for the current paper. Design/methodology/approach – The research was conducted by devising a new model that includes acceptance of mobile advertising, attitude toward mobile advertising, subjective norm in relation to mobile advertising, perceived utility of mobile advertising, contextual relevance of message and income (as representation of individual lifestyle). The questionnaires distributed to young adults segment within varsity area. The data is then examined and evaluated through structural equation modelling (SEM) which requires analysis on measurement and path model. Findings – The study resulted in several findings, mostly confirming proposed hypotheses in varying degrees. The results conclude that attitude is of great importance in the acceptance of mobile advertising. Subjective norms and contextual relevance are positively related to attitudes — which lead to acceptance, while both perceived utility and income in negative relations to attitude and acceptance consecutively. Research implications and limitations – This study adds up to the growing amount of related research in various countries. Companies making use of the mobile advertising as part of their promotional strategies should always think of the manner and matter by which the advertisements arrive while serving as benefit for marketers and consumers. A good mobile advertising strategy will put more effort into giving useful information that is appropriate to the context and consumer segments it targeted. This research is conducted on respondents from Indonesian consumers, specifically in the area of Bandung, which may not represent the other segments of users of mobile advertising. In addition, the case covers a convenience sample of consumers that may again impact the representativeness of the research findings. Originality/value – This study provides findings on the effects of contingency factors that have been missing in the previous research on the acceptance of mobile advertising. Paper type – Applied research

This research aims to provide a conceptual framework to explore how consumers respond to genuinuity claims made by organisations and how it affects perceptions towards the brand. Further, this proposal explores the influence of brand familiarity and inferences of manipulative intent on consumer’s cognition of the genuine claim. The Affect Transfer Hypothesis, Dual Mediation Hypothesis, Independent Influence Hypothesis and Reciprocal Mediation Hypothesis Models are tested parallel to determine the most effective model in line with previous studies. A total of 12 studies have been designed, comparing across 4 different levels of genuinuity, and 3 different product categories (luxury car brands, luxury hotels & spa resorts). A self-administered survey will be used while collecting data using panel data and mall intercept to ensure the ecological validity of the study. The study contributes conceptually by proposing a conceptual definition for genuinuity appeals. It contributes methodologically in its development of a brand genuinuity scale. Finally, the study will contribute managerially by providing practitioners, policy makers and firms with new ways to distinguish themselves as genuine amongst the clutter of unsubstantiated claims and to change consumer’s perceptions of industries such as banks which are renowned for unsubstantiated claims.

In the current online advertising ecosystem, described by users’ adaptation to ad clutter, an arousal stimulus might not be a sufficient condition to maintain viewers’ attention on advertising. This research contributes to the online advertising literature by investigating whether different arousal designs (one vs. two arousal peaks) should be used to enhance the effectiveness of online video ads (attitude toward the ad, ad recall, purchase intentions, and recommendations) depending on the kind of audience (active or captive). By means of three studies, this research tests a moderation effect proposing that using one arousal stimulus is more effective in non-skippable advertising, whereas introducing two arousal stimuli is more effective in skippable ads. First, a consumer neuroscience study was conducted to detect the arousal stimuli and design the different conditions. Second, an experimental study in a lab setting was carried out to test the hypotheses of our framework. Third, to extend the validity of the experimental study, a field study using Google AdWords was conducted. Our results indicate that the two arousal peaks design increases ad effectiveness in skippable contexts whereas the one arousal peak commercial is more effective in a non-skippable context. These findings agree with previous research which found that continuous consumer activation during the ad improves decoding in memory for active audiences compared to captive audiences (Belanche, Flavián, & Pérez Rueda 2017). In addition, an ad with two arousal peaks is more effective among millennials; whereas the one arousal peak ad is more effective among older users (nonmillennials). Our research contributes to better understand how to satisfy the different demands of different advertising audiences (Ha, 2017). Specifically, our findings suggest that advertising campaigns should not be used across formats and users carelessly, but ad design needs to be adapted to the different ad formats and kind of audiences.

This study focuses on analyzing the variables that moderate the effectiveness of the advertising flyers, one of the most used tools in retailing, to improve product sales. In previous literature, studies analyzed and confirmed the effectiveness of flyers to increase the traffic store, the general store sales or the synergistic effect of them to highlight and improve the effectiveness of promotions. Despite their confirmed effectiveness on these issues and their large use by retailers and manufacturers, it is missed studies that analyze the variables that may moderate their effectiveness on the sales of the products displayed on it. In fact, only Zhang et al. (2009) tried to analyze if the location in which the product is displayed have an influence on its effectiveness. According to them, they obtained inconclusive results due to their sample size. This study, considering the consumer’s cognitive process, analyzes how the presentation and the position of the product in flyers have an effect on their effectiveness to increase the displayed product’s sales. The results show that (i) the special signage on a displayed product in flyers increases their effectiveness to increase displayed product’s sales, and (ii) not only being highlighted increases the effect of the flyer, but that the product positioning affects decisively. For example, some locations -such as the cover, the top of the pages and areas on the left-, increase the visibility of the product and are more effective than other positions to increase displayed product’s sales. These results are in line with previous studies that indicate the importance of the directionality of reading to capture the customer’s attention in other environments. In sum, as happens inside the store or in the shelf, depending on if the product is displayed with a special signage or in an area where the customers pay more attention due to the standard cognitive process, the effectiveness of the flyers increase. Thus, retailers and manufacturers must consider how and where to be in the flyer, not just being.

With the arrival of multimedia environment due to the development of digital technology, advertisement surrogacy type and structure are diversified. This advertising agency is a situation that requires a commission system idea suitable for changing environments. Especially in Korea, there is no legal standard of advertising agent fee. Principles such as the fee rate and the burden body of the fee that depended on this custom are also considered part. In particular, government advertisements, where advertising costs are in short supply compared to private companies, need to establish a more efficient system of subsidies. Currently, the compensation system for advertising agencies in Korea is based on commission However, there are many opinions that it is necessary to have a gross fee system that is necessary for acting as an advertising agency, and there is a strong tendency for actual global advertising companies to pursue the agency fee system. We propose the feasibility of the fee system by analyzing the commission system suitable for the multi-media environment, focusing on the commission, the fee system, etc. The results of the study show that the fee system of the domestic advertising market It can become a method that can complement the market, and it is also a direction for domestic advertising companies to seek in a market where global competition is intense. The research methodology is based on the analysis of the advertising agency fee system of Korea and the comparison of the fee system of the global advertising agency with the analysis of the structure of the advertising market in major overseas countries, , Where basic information such as surveys of prisoners are used together. This result will serve as a guide for efficient advertising by means of marketing communication using media.

Introduction This study examines acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation on students in dept. of advertising public relations. And this paper tries to analyze how university students feel and perceive acceptance effect of concept of successful advertising public-relations campaign strategy in 4th industry innovation and how the types are classified. Examining opinions of concept of successful advertising public-relations campaign strategy in 4th industry innovation on university students is an important direction for research at the level of multiple discussion in which we can look at it from the center of social and cultural issues, and meaningful for the development of the related researches in the future. This paper purposes to examine the characteristics and the subsequent implication of acceptance type of acceptance effect about concept of successful advertising public-relations campaign strategy in 4th industry innovation on university students' self-consciousness and to suggest subsequent use value. Theoretical Development This study is to examine the types of university students who perceive acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation. In addition, until now, the interests and researches of the related societies are most actively in progress however there is hardly analysis on the acceptance types of acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation on university students' self-consciousness found. So this study tries to discover a type of acceptance in which university students themselves define and structuralize acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation through Q-methodology approach. Research Design In this study, Q-methodology will be applied to the sorting of statement cards to determine students’ reception type derived from the effect of a behaviors. As a source for statement cards, a Q-concourse was developed based on newspaper articles, specifically Korean articles on acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation related political items, advertisements, and interviews; from this data a Q-statement was written and a P-sample selected. Following this, sorting was done to determine the Q-sort, which was then analyzed using a PC QUANL program(for Dos). The Q-sample for this research is composed from the statements of acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation, in order to document their subjective opinions and values. At first, 34 Q-population (concourse) was selected based on the media related literature review described above, and interviews targeting the general public. As the next step representative statements were chosen randomly and reduced in number to a final 16 statement samples for the purposes of this study. These statements include all opinion values and were written to have positive, neutral, and negative balance. Since Q-methodology deals with intraindividual differences rather than inter-individual differences, it is not influenced by the number of the P-sample. In addition, since the methodology of a Q-study does not infer the characteristics of the population sample from the sample, selecting of the P-sample is likewise not governed probabilistic sampling methods. Finally, in this research, 34 people were selected as the P-sample. Result and Conclusion In order to see the subjectivity types of the university students' participation in acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation, Q-factor analysis was conducted and three factors were found. As the result of the using QUANL program, 12 students were in type 1, 12 students were in type 2, and 10 students were in type 3. Here, the number of students are meaningless and these three types explains about 40(0.4011)% of total variance. Since the people whose factor weight is higher than 1.0 is 6, 4, and 2 for each group, we can say that type 1 is the biggest factor. In addition, the representative Eigen values are 5.4079, 4.6256, 3.6039 each. The study used Q methodologies in order to observe the subjective propensity of the university students about successful advertising public-relations campaign strategy in 4th industry innovation. At 3 types of analyzed results, it’s not unfamiliar concepts compared to the past, the most of respondents shown the various opinions as a matter of the expanding and understanding successful advertising public-relations campaign strategy in 4th industry innovation of university students.

This study focuses on the value of social platform and investigates the relationships between knowledge sharing and customer value. The study examines the effects of social network attributes on knowledge sharing in social platforms, and the effects of knowledge sharing on customer value in social platforms. In the context of social platform, this study clarifies the concept of customer value, the role of knowledge sharing, and the relationships between knowledge sharing and customer value. The study builds a theoretical model regarding social platforms and customer value that offers implications for advertising & PR practitioners.

Attitudes toward advertising as an institution remain an important research topic in developing countries. Even in the West, the issue is currently being revisited to update for various online media contexts. This paper examines attitudes toward advertising among college students in Egypt. There was little difference in attitudes depending on whether they were thinking of traditional TV advertising or advertising on social media, although they use SM much more frequently. Generally the respondents agreed with a range of issues related to the beneficial aspects of advertising, and only slightly agreed or were roughly neutral on most issues related to detrimental effects. There is strong support for laws about ‘truth-in-advertising’ and legal responsibility for claims, but only weak support for direct government control of advertising.

Consumers tend to relate to brands in similar ways as they relate to individuals and groups. However, relatively little is known about the attribution of human traits to brands in online contexts. The current research focused on whether perceived interactivity of CSR advertising leads to the attribution of moral, sociable, and competent brand traits, and which of these traits could in turn promote positive electronic word-of-mouth (eWOM) intentions on Facebook. A Facebook CSR advertisement was presented to participants (N=174), after which perceived interactivity, perceived traits, and eWOM intentions were assessed. Higher levels of perceived interactivity were associated with stronger attributions of morality, sociability, and competence traits to brands. Yet, only perceived brand morality was associated with consumers’ willingness to endorse the brand and its CSR message on Facebook. These findings underline the importance of brands’ openness to dialogue regarding the promotion of CSR activities. Furthermore, these findings suggest that consumers are most likely to feel that brands can represent their identity when brand morality is considered to be high. Despite the importance of eWOM for corporate outcomes, few studies have addressed which processes might underlie the relation between interactive advertising and consumers’ eWOM intentions. The current research contributes to the literature in this field by considering the attribution of humanlike personality traits to brands as possible explanatory variables.

INTRODUCTION Online marketing has grown rapidly over the past years and has become a key component when making marketing mix decisions. Over 2014, internet advertising revenues in the U.S. increased 16% from the previous year to a total of $49.5 billion (IAB 2015). In addition, according to Online Publisher Association, video advertisements have reached the majority of the Internet users (66%), and have resulted in an action from almost half of the users. The significant business opportunities provided by the online environment are reflected as the increasing amount of attention for online advertising in academic research (Mei et al. 2008). It is yet to be researched how online videos and the accompanied online video advertisements interact and how advertisement customization can play a role to possibly optimize user experience and therefore the effectiveness of online video advertisements. Particularly, congruity forms a key opportunity for customization in embedded online video advertising. Congruity is defined as consistency between the ad and video or the advertised product and video (Moore et al. 2005). Evidences in extent literature have shown the positive effects of congruity on, for example, the processing fluency of the ad, the consumer attitudes towards the ad and the persuasiveness of the ad (Moore et al. 2005). However, in the context of online video advertising, limited research has been conducted on this topic. The main goal of this research is to explore the effect of online video advertising congruity on consumer attitudes towards the online video, advertisement and advertised product. Therefore, this research attempts to examine the information processing of a consumer and how congruity acts in this process to affect consumer's preferences. Due to the nature of this research question, an online experiment is used to test the hypothesized relationships of the conceptual model. The collected data in this study were examined using partial least squares (PLS). CONGRUITY AND PROCESSING FLUENCY Congruity can be defined in terms of similarity. The perceived similarity between two given stimuli of equal importance, determines their congruity (Rokeach & Rothman, 1965). Extensive research has been conducted on the effects of congruity in advertising. For example, studies have focused on congruity between involvement types of ads and TV programs (Sharma, 2000), viewer's mood-ad content congruity (Kamins, Marks, & Skinner, 1991), and program context- advertised product congruity (De Pelsmacker, Geuens, & Anckaert, 2002). Previous research from (Moore, Stammerjohan, & Coulter, 2005) has shown that congruity has a positive effect on consumer attitudes. Research on online banner advertisements on websites has indicated that advertisements should be consistent with the website brand (Newman, Stem Jr, & Sprott, 2004). Appeal congruity can then be achieved when the appeal of the online video and the appeal of the embedded ad are similar: an emotional (affective) video paired with an emotional ad can be deemed congruent. Similarly, an informational ad will be more effective when embedded in an informational video. In this study, Ad-and-Video congruity represents such type of congruity. Based on extent research on processing fluency, it can be assumed that online video advertising congruity, either in terms of appeal or content, will result in more processing ease of the ad as the information provided by the video and ad is similar. The following hypotheses are formulated: Hypothesis 1: Congruity between the appeal of the online video and the appeal of the advertisement has a positive effect on processing fluency. Hypothesis 2: Congruity between content of the online video and the advertised product has a positive effect on processing fluency. We further propose that the above process is influenced by ad/video appeal or execution format (emotional vs. informational). An informational ad format is defined as an ad execution designed to appeal to the rationality of the receiver by using objective information describing a brand’s attributes or benefits, while an emotional ad format as an ad execution designed to appeal to the receiver’s emotions by using drama, mood, music and other emotion-eliciting strategies (Yoo & MacInnis, 2005). When an individual is watching an emotional ad or video, the possible effect of Ad-video or Product-video congruity on a consumer's processing fluency will be attenuated. The following hypotheses are formulated: Hypothesis 3a: Congruity between the appeal of online video and the appeal of embedded advertisement has a stronger effect on processing fluency for informational appeals than for emotional appeals. Hypothesis 3b: Congruity between content of the online video and the advertised product has a stronger effect on processing fluency for informational contents than for emotional contents. Involvement and processing fluency With regards to online advertising, research has shown that the degree to which a consumer is involved with the topic of a website also affects the processing of online advertising. It can be argued that when an individual is not involved in watching an online video, its effect on a consumer's processing fluency will be absent. On the other hand, when a consumer is highly involved in watching an online video, it is more likely that the viewer experiences processing fluency. As a result, in this situation, involvement may actually affect processing fluency of the viewer. Based on these findings, the following hypothesis is formulated: Hypothesis 4: Involvement has a positive effect on the processing fluency of consumers. Post-viewing attitudes Research has also indicated the mediating role of an individual’s affective response from processing fluency to its evaluation (Winkielman & Cacioppo, 2001). A viewer of an online video is shown an ad that has the same appeal as the video, making it rather easy to process. The viewer appreciates this as it takes less effort to view the ad and to relate to advertised product to the content of the video and the viewer's interests. As a result the viewer is more likely to generate a positive attitude towards the ad, the advertised product and the video. The insights lead to the formulation of the following three hypotheses: Hypothesis 5: Processing fluency has a positive effect on the attitude towards the online video. Hypothesis 6: Processing fluency has a positive effect on the attitude towards the advertisement. Hypothesis 7: Processing fluency has a positive effect on the attitude towards the advertised product. Figure 1 shows the conceptual model, which summarises the hypothesized relationships. <Insert Figure 1 about here> METHODOLOGY We conducted an experiment in the form of a 2 (type of appeal: informational vs. emotional) × 2 (Ad-Video congruity: congruent vs. incongruent) × 2 (Product-Video congruity: congruent vs. incongruent) full-factorial between-subject design. Video and advertisement appeal are each measured by the three items derived from the study by Moore et al. (1995) on the individual difference in response to advertising appeal. Processing fluency is measured by two items of the study by Lee and Aker (2004). Three items of the study from Zaichowsky (1985) are used to measure the involvement of the participants. The three items related to the attitude towards the video, advertisement and product are derived from the respective studies from Russell et al. (2004) and Kozup, Creyer and Burton (2003). Returned questionnaires numbered 276 responses with 24 incomplete data, resulting in 252 valid responses for data analysis. The collected data in this study were analyzed using partial least squares (PLS). Measurement model A measurement model was used to evaluate reliability, convergent validity, and discriminate validity. A structural model was used to determine the significance and association of each hypothesized path, and the explained variance. Reliability was examined by composite reliability values above the 0.70 benchmark (Fornell and Larcker 1981). Results show all values above 0.70, indicating satisfactory reliability. Convergent validity was examined by all indicator loadings that were significant and exceeding 0.7 and average variance extracted (AVE) by each construct exceeding 0.50 (Fornell and Larcker 1981). Results shows all indicator loadings above 0.70 and all AVEs exceeding 0.50, indicating satisfactory convergent validity. Discriminant validity is demonstrated by the square root of the AVE for each construct exceeding the correlations between the constructs (Chin 1998). These results indicate that the proposed models have good reliability and validity. Structure model Figure 2 shows the standardized path coefficient, the significance of each hypothesized path and the variance explained (R²). H1 and H2 investigate the effect of Ad-Video congruity and Product-Video congruity on processing fluency. Results show that Product-Video congruity is positively related to processing fluency (β=0.115, t-value=2.131, p<0.05), supporting H2. However, the effect of Ad-Video congruity on processing fluency is not significant ((β=0.022, t-value=0.377, p>0.05). Thus, H1 is not supported. H3a and H3b examine the moderating effect of the type of appeal. The hypothesis testing of H3a and H3b is discussed under the multi-group analysis (PLS-MGA). H4 proposes that involvement has a positive effect on the processing fluency of consumers, which is supported by the results (β=0.399, tvalue= 6.778, p<0.05). H5, H6, and H7 investigate the effects of processing fluency on post-viewing attitudes. Processing fluency is positively related to attitude towards the video (β=0.192, t-value=2.838, p<0.05), advertisement (β=0.426, t-value=7.607, p<0.05) and the focal product (β=0.422, t-value=7.171, p<0.05). These results support H5, H6 and H7. <Insert Figure 2 about here> We hypothesize that the type of appeal (informational or emotional) moderates the effects of Ad-Video congruity and Product-Video congruity on processing fluency in H3a and H3b. Specifically, the effects on under informational appeal condition are stronger. To test for group differences, we applied a multi-group analysis (PLS-MGA) approach. The PLS-MGA results for both informational and emotional groups, show that that the positive effect of Ad-Video congruity on processing fluency is only significant for informational appeals (β=.150, t-value=1.99, p<.05) but not emotional appeal (β=-.010, t-value=.15, p>.05), supporting H3a. Similarly, results show that that the positive effects of Product-Video congruity on processing fluency is only significant for informational appeals (β=.170, t-value=2.27, p<.05) but not emotional appeal (β=.050, t-value=.57, p>.05), supporting H3b. CONCLUSION Results show that congruity is related to the improvement of processing fluency only for informational ads/videos. This finding provides some support to the processing fluency theory which holds that less discrepant information should result in a higher processing fluency and extends the existing literature by investigating the appeal/execution format as a boundary condition. Involvement itself has been found to be positively related to processing fluency. Thus, when a consumer is initially more involved in watching a video, the processing fluency increases. This is in line with previous research that proved that involvement positively affects the attention that is given to advertisements and ultimately also the attitude of consumers.

This research investigated how neuromarketing can improve and determine the effectiveness of action-based public health and social cause marketing communications with social amplification platforms. Action-based advertisements (Ferrier, Ward, & Palermo, 2012) aim to encourage consumers to ‘act’, ‘share’, make a ‘pledge’ or complete a ‘challenge’ for a public health or social cause. Public health messages as non-commercial advertisements attempt to change public behaviour (Vecchiato, Cherubino, Trettel, & Babiloni, 2013). Research was conducted using a 64 channel EEG wet cap with electrodes placed according to the international 10/20 system (Gountas et al., 2014; Treleaven-Hassard et al., 2010). The study applied an exploratory design which involved 4 tasks where participants viewed 7 advertisements (6 action-based, 1 control) and their logos while EEG was recorded. Preliminary LORETA results from the first five seconds of the most effective advertisement indicated approach responses due to left prefrontal and right parietal cortex activation (Davidson & Irwin, 1999; Vecchiato et al., 2013). Results suggest that consumer’s decision making about an advertisement occurs within the first five seconds of viewing an advertisement.

Introduction How to evaluate quality of advertising? Previous behavioral studies have mainly focused on subjective reports of survey and interview containing social and cognitive bias, or objective data of sell changes suffering huge temporal and monetary cost. Recently, increasing researchers have proposed that techniques of neuro-imaging could provide an objective and effective way to examine cognitive neural mechanisms underlying consumer behavior (referred to as consumer neuroscience) (Karmarkar & Yoon, 2016), and several studies have measured consumer's brain responses to advertising and movie trailer in both single- and two-brain frames (Barnett & Cerf, 2017; Venkatraman et al., 2015). However, still little is known about cognitive neural mechanisms underlying comprehension of advertising. Functional near-infrared spectroscopy (fNIRS) is a non-invasive technique of brain-imaging measuring changes in the hemodynamic properties of human brain. Compared with fMRI and EEG, fNIRS is portable, has few physical constraints on participants with reasonable spatial and temporal resolution, and is tolerant to electromagnetic noise and motion artifact. Therefore, fNIRS is a suitable tool for research of human behavior in daily-life contexts (Liu et al., in press), which is a trends in neuroimaging (Hasson & Honey, 2012) and consumer neuroscience as weill. Methods To examine the neural responses to different quality of advertisings, in the present study we measured 14 undergraduate students' frontal activations while watching 20 advertisings in Study 1 and listening 30 music demos in Study 2 using a portable fNIRS device, and analyzed interpersonal neural network across all participants based on graph theory. Figure 1 shows positions of the fNIRS channels. Positions of the fNIRS channels were measured by a 3D magnetic digitizer. In a pilot study, another group of participants were recruited to score 30 advertisings from three dimensions: degree of liking, degree of willing to pay (WTP), and degree of understanding, and finally top-10 and bottom-10 scored adverting were remained for the final experiment in Study 1. Concerning the music demos used in Study 2, we selected the top-15 and bottow-15 ranking music in the ‘Billboard 2014 hot 100’. During the experiment, participants were asked to score their degree of liking and WTP to the advertising or the music immediately after each stimulus was displayed. After the experiment, they were also instructed to score and report their understanding on each advertising or music. Results and Discussion In Study 1, the intra-brain activations revealed higher medial prefrontal cortex (mPFC) activation when participants watched low-scored advertisings than watched high-scored ones (Fig. 2), and the mPFC activations showed a positive relationship with participants’ understanding on the meaning of the advertisings. This result only suggests that low-scored advertisings were relatively hard for participants to understand the intentions of the adverting, requiring more cognitive resources of mentalizing (Lieberman, 2007). Importantly, when we considered all participants' brains as a network, and then calculated the interpersonal neural connectivity (INS) across the network (defined as the number of participant pairs who showed significant positive inter-brain neural synchronization across them indicating shared understanding) (Hasson et al., 2012), only the network connectivity in the right inferior frontal gyrus (IFG) had significantly positive relationships with participants' scores of attitude towards the advertisings (defined as mean of the scores of liking and WTP) (Fig. 3). Study 2 confirmed the result showing significantly positive relationship between the network connectivity across all participants' brains and their scores of attitude towards the song demos. More importantly, the network connectivity in the right IFG of the small group of participants also significantly predicted the public's attitude towards the songs assessed by the rating scores on Douban website (Fig. 4). Conclusion The right IFG is a core area of mirror neuron system and is closely associated with empathy (Lamm et al., 2007). Thus, the present results suggest that high-scored advertisings may activate consumer's empathic response to simulate and experience their contents and intentions. And the network connectivity across consumers' brains in the right IFG may be a critical index evaluating quality of experiential advertisings. Practically, advertising should invite consumers to experience their products, and then could convey information and emotion more effectively.

This study attempts to investigate consumers’ perceptual process of influencer advertising and its impact on brand attitude formation on social media. Perceived congruence between the influencer and the product and sponsorship disclosure are manipulated as key independent variables. In so doing, this study examines whether consumers can infer two types of motives (affective vs. calculative) from different levels of perceived congruence (high vs. low) and sponsorship disclosure (present vs. absent). The impact of multiple motive inference on brand attitude is also examined in this study. The result indicates that perceived congruence of influencer and posting has a significant effect on the affective motive inference. When the posting is perceived to be relevant to and expected from the influencer, the participants infer the affective motive of the influencer. However, the participants do not infer calculative motives from the incongruent posting of the influencer. As native advertising can obfuscate the boundary between editorial and commercial contents (Conill, 2016), perceived congruence is significant to successfully cover the posting as a natural posting by influencer and induce affective motive inference. In addition, the disclosure of sponsorship did not reveal any effect on the calculative and the affective motive inferences. Even though the disclosure of sponsorship can make viewers recognize an advertising intent (Boerman, Willemsen, & Van Der Aa, 2017), the message did not induce motives inference behind it. It is significant to investigate whether there are intervening variables that moderate the linkage between sponsorship disclosure and motive inference processing. Furthermore, affective motive inference impacted the attitude for the brand whereas calculative motive inference exerted no significant effect. These findings suggest that when the product promoted in influencer advertising is congruent with the influencer, consumers form positive attitude toward the brand through affective inference processing. To successfully implement influencer advertising, marketers should design a content congruent with the influencer’s original postings and encourage audience to engage in affective motive processing.

Despite its undoubted academic relevance, country-of-origin (COO) research continuous to be criticized for its lack of practical relevance (Usunier 2006). However, extant research has mainly focused on consumers as potential users of COO information, whereas relatively little is known with respect to whether and when companies actively use COO as part of their marketing mix. This study looks at the usage of COO information in advertising by conducting a content analysis of all print ads published in three major magazines in France over the period of one year. A set of hypotheses is subsequently developed and tested that looks at differences with respect to a) COO usage versus non-usage, b) frequency of COO cues used, and c) product- or brand type differences in the usage of COO information. Results shows that roughly one third of all ads analyzed feature COO information in it. In contrast to some scholars (e.g., Samiee 2010; Usunier 2006), our results provide further evidence on the relevance of COO cues from a supply side perspective. An in-depth analysis of the frequency and usage of COO information in advertising largely confirms extant literature with respect to the importance of the construct for domestic brands, and products with a high ethnicity (Usunier and Cestre 2007), low involvement (Bloemer, Brijs, and Kasper 2009), and hedonic nature. At the same time, we do not find evidence that COO only matters in these situations, as was highlighted by some scholars in the field. Finally, with respect to the debate on which type of country is actually associated with COO, we confirm extant propositions that the majority of products on the market associate themselves with the country-of-brand (Magnusson, Westjohn, and Zdravkovic 2011). Overall, more than 80% of all brands emphasized the country of brand, sometimes in combination with a different country-ofmanufacture.