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.

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.

We conducted this study to determine the TikTok usage status of Chinese consumers, and the effect of fashion advertisement type preference and TikTok characteristics on fashion product purchase intentions. For this study, we conducted a literature review and survey method. The following conclusions were drawn by collecting data online and performing statistical analysis. Firstly, the period of use was 2–4 years, and 95.1% of people used it for 2–3 hours a day, and 95.1% of the people had a purchasing experience on TikTok. Secondly, the most people were interested in self creating and editing videos in TikTok. With regards to TikTok content, groups aged 30 are significantly more interested in fashion coordination suggestions and influencer’ recommendations than groups aged 20. Thirdly, this study found that the characteristics of TikTok fashion advertisements significantly influenced purchase intention. Among the characteristics of fashion advertisements, this study conclude that the “fashion entertainment” characteristic factor that fashion advertisements are fun and entertaining was the most influential variable on purchase intention, followed by useful information, reliability, and interactivity related to fashion. Fourthly, the types of preferred TikTok fashion advertising had a statistically significant effect on product purchase intention. The influential types of preferred advertising are top view, live advertisement, hashtag challenge, in-feed ads, and sticker ads.

Corporate Social Responsibility (CSR) can be defined as corporate activities that contribute to sustainable development and social well-being (Dahlsrud, 2008). Donation-linked activities in which a portion of the revenue is donated to the local community when consumers purchase products can be part of CSR activities (Folse, Niedrich, & Grau, 2010). Consumers now also want to consume "good" CSR activities, purchase "good" corporate products, and “reward” the companies engaged in CSR activities (Bhattacharya & Sen, 2004). Consequently, it is important that companies promote products that are associated with CSR so that consumers can identify the company is doing good (Lii & Lee, 2012). This is because CSR-related products can lead to consumers’ positive responses or evaluation (e.g. Brown & Dacin, 1997), high buying intentions (e.g. Mohr & Webb, 2005), and positive impact on brand attitude or brand equity (e.g. Hur, Kim, & Woo, 2014).

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.

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.

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.

본 연구는 중국의 밀레니엄 세대를 대상으로 소비자 자민족주의(CET) 가치와 자민족주의 광고가 소비자의 국 내 및 외국 브랜드 구매 행위에 미치는 영향을 실증적으로 검증하였다. CET 선행 연구에서는 소비자의 CET 가 치가 구매 행위에 미치는 영향에만 치중하여 온 반면에, 마케팅 자극에 의한 효과에 관한 연구는 미흡하였다. 본 연구에서는 CET 효과와 함께, 자민족주의 광고의 효과도 분석하였다. 이를 위해, 가상 광고를 제작하여 220명 을 대상으로 실험 연구를 수행하였다. 검증 결과, 우선, CET의 효과가 내국 브랜드와 외국 브랜드에 따라 다르게 미치는 것으로 나타났다. CET를 독단주의와 애국심 CET로 구분하여 분석하면, 내국 브랜드에 대해서는 독단주의와 애국심 CET 모두 유의한 영 향을 미쳤으나, 외국 브랜드에 대해서는 애국심만 영향을 미치는 것으로 발견되었다. 연구의 또 다른 결과는 자 민족주의 광고가 내국 브랜드 선택에는 영향이 없으나, 외국 브랜드에는 유의한 영향을 미친다는 점이다. 그러나, 자민족주의 광고가 CET 가치가 높은 소비자에게는 높게 나타나고, 그렇지 않은 소비자에게는 나타나지 않는 확 증 편향(Sullivan, 2009)은 발견되지 않다.

This article investigates the effects of beauty vloggers’ (video bloggers) eWOM and sponsored advertising on followers utilizing Sina Weibo, thereby exploring the concepts of eWOM, opinion leadership, and social status. This exploratory qualitative study found that vlogging differs from traditional blogging in that direct advertising that fosters ease of purchase of a product is appreciated by followers, whilst direct marketing, which in this case refers to simply describing the benefits of products and/or services, is seen as unfavorable. Moreover, this research found a relationship between the influence of vloggers, expertise of followers, the level of detail in adverts, and the level of trust. This provides valuable insights into attitudes and perceptions of followers of beauty vlogs, which can utilized as practical implications to develop targeted advertising strategies for companies seeking to promote their products and brands through third party vlogs.

The fashion product image preference changes depending on one’s lifestyle and personal inclination. Women want to show the fashion product image preference, often through their clothing and makeup choices. Brand image includes those elements related to the brand. Advertising is the primary method for introducing brands. This study was conducted to investigate the effects of fashion product image preference on emphasis of brand image and advertising factor evaluation targeting working women in their 20s and 30s. The fashion product image preference was s sophisticated image. Preference for a sophisticated image has a significant effect on emphasis of brand image when selecting fashion products. Emphasis of brand image has a notable effect on the brand direct advertising factor evaluation. Fashion product image preference has a significant effect on both brand’s direct and indirect advertising factor evaluation. When selecting a fashion product (clothing and cosmetics), brand image importance was found to have a positive effect on a brand’s direct advertising factor evaluation. Therefore, fashion companies should take advantage of their brand logo. Companies should also pay attention to clothing and product containers used in advertising to show the brand. In addition, every company should create an advertising image that represents their overall brand, by using a combination of detailed advertising factor evaluation.

Three categories of basic consumer needs are functional, symbolic, or experiential (Shimp, 2010). Functional climbing wear is specially designed garment for outdoor activity and climbing movement using optimized textiles and garment making engineering process. Therefore, visible feature such as color and design could not provide sufficient information of products for proper communication between company and consumer. Product information of functional wear can be delivered to the consumers via Hang-Tag or advertising but the contents of Hang-Tag are too difficult for the consumers to understandfunctional performance of the product (Lee, Bang, & Yoo, 2014). As to advertisements of functional clothing, its contents and appeal types do not much differ from those of fashion apparel providing no functional information with celebrity models; percentage of no functional information ads were the highest (Liu & Yoo, 2014). This study stared to answer the question, ‘is functional information essential in the ads of functional clothing?’ and ‘is it successful?’ The aim of this study, therefore, was to examine the effects of functional information in the advertisements of functional climbing wear. The advertising effectiveness was measured by ‘communicability’, ‘reliability’,‘favorability’ of the advertisement and ‘awareness and reliability of product’, and ‘purchasing related influence’. For the stimulus,10 different types of advertisements were prepared by combining of the following factors: functional information (whether or not to include), appeal type (rational/emotional), and model type (celebrity/non-celebrity/no-human). For the survey, 388 adults in their 20-50’s were participated. The results showed that regardless ofappeal type or model type, functional information enhanced ‘communicability’, ‘reliability’, ‘favorability’ of the advertisement and ‘awareness and reliability of product’, and ‘purchasing related influence’. It implied the importance andnecessity of functional information in the functional climbing wear advertisement.When other variables were controlled, emotional appeal with human models,especially celebrity model, enhanced the advertising effects. Meanwhile, advertisement with rationalappeal and functional information resulted in better ‘favorability’ of ads even without celebritymodels.The finding from this study could be useful information for the functional clothing company to planstrategies for effective advertisement of their products.

소비자가 광고에 대해서 반응할 때, 광고 모델의 시선(응시 방향)은 가장 중요한 비언어적 단서 중 하나이다. 광 고 모델의 시선은 소비자가 모델의 사회적 특성을 어떻게 평가하는지(예, 매력도, 신뢰성)와 광고나 브랜드를 어떻 게 평가하는지(예, 광고 태도, 브랜드 태도)에 영향을 미친다. 특히, 뇌의 정서 반응 비대칭 가설에 따르면, 오른손잡 이 소비자는 모델이 좌측을 응시하는 광고를 볼 때 우측을 응시하는 광고를 볼 때보다 모델의 사회적 특성과 광고, 브랜드를 더 긍정적으로 평가한다. 본 연구는 온라인 실험을 통해서 무명 여성 광고 모델의 세 가지 시선 조건(정 면, 좌측 그리고 우측 응시 조건)이 남성 실험 참가자의 광고 반응(모델 매력도 측면, 모델 신뢰도 측면 그리고 광 고 효과성 측면)에 미치는 영향을 알아보았다. 본 연구 결과, 실험 참가자들은 광고 모델이 정면을 응시할 때가 우 측을 응시할 때보다 모델이 광고 출연료를 받았으며 광고 브랜드 판매를 위해 소비자를 설득하려고 한다고 더 강 하게 느끼지만 동시에 모델이 광고에 출연한 이유가 스스로 광고 브랜드를 진심으로 좋아하기 때문이라고 추론하 는 경향이 더 강했다. 또한 실험 참가자들은 광고 모델이 정면을 응시할 때가 우측을 응시할 때 보다 광고에 대해 서 더 긍정적인 태도를 보였다. 그러나 광고 모델의 좌측 응시 조건과 나머지 두 조건(정면 응시 조건과 우측 응시 조건) 사이에 있어서 일관성 있는 실험 참가자의 모델 특성 평가와 광고 효과성 차이는 발견하지 못 했다.

This study explores the concept of religiosity and determines how it affects a consumer's preference of socialization agents. It is shown that higher degrees of religiosity cause an individual to utilize personal socialization agents for final purchase decisions. The authors then show and discuss how the socialization agents chosen by a consumer influence how a consumer favors moral advertising or tolerates offensive advertising. Results gleaned from the analysis show that higher use of personal socialization agents will cause an individual to have lower tolerance of offensive advertising and higher favoritism toward moral advertising. Religious affiliation is also found to play a moderating role for religious individuals when determining the use of socialization agents. Two countries were chosen, Korea and America, to conduct a find common ground on the types of advertising that is considered favorable or offensive by both of the two very different cultures and peoples.

Although vast research has been done to better understand brand knowledge, few studies explore the conscious and the unconscious mental processes that increase brand equity when a brand is linked with value adding entities like persons, events or symbols. In our paper we introduce an integrated approach that includes both the explicit and implicit facets of customers’ brand knowledge and the leveraging effects when a brand is framed by another entity. In order to analyze brand knowledge enhancement effects in sufficient detail, we fall back on the multifaceted model of brand leverage by combining a brand with an external label. Our study results show that the combination of measuring implicit and explicit facets of brand knowledge is a better indicator to predict brand knowledge enhancement, and also that the analysis of subconscious processes help to better position the linked object in customers’ perception in order to foster the brand leveraging success.Although vast research has been done to better understand brand knowledge, few studies explore the conscious and the unconscious mental processes that increase brand equity when a brand is linked with value adding entities like persons, events or symbols. In our paper we introduce an integrated approach that includes both the explicit and implicit facets of customers’ brand knowledge and the leveraging effects when a brand is framed by another entity. In order to analyze brand knowledge enhancement effects in sufficient detail, we fall back on the multifaceted model of brand leverage by combining a brand with an external label. Our study results show that the combination of measuring implicit and explicit facets of brand knowledge is a better indicator to predict brand knowledge enhancement, and also that the analysis of subconscious processes help to better position the linked object in customers’ perception in order to foster the brand leveraging success.

Online advertisers use multiple channels to reach consumers on the Internet. However, little is known on the interplay between online advertising channels. To fill this gap, this study provides a comprehensive overview of interaction effects in online advertising for individual consumers, including not only site visits, but also exposures that do not directly lead to a click. Based on a large cookie-based individual-level data set the authors analyze interaction effects within and between channel groups on purchase behavior. By classifying online marketing channels along the dimensions of initiation locus and previous brand awareness, they find significant interactions between contacts within and across channel types. While clicks following contacts in customer-initiated channels that require brand awareness overall have a negative effect on purchase propensity, previous clicks in firm-initiated channels positively interact with clicks in customer-initiated channels. The results can help managers to coordinate marketing strategies, optimize campaigns, and develop individualized marketing and targeting approaches.