No abstract

No abstract

Augmented reality (AR) ads in entertainment programming are fairly new and not extensively studied. Given the lack of precedence, this exploratory study applies the Limited-Capacity Model and Schema Congruity Theory (SCT) to examine their advertising effects. We used a 2 (type of product placement: title sponsorship placement vs. background placement) × 2 (congruence with the characteristics of the programme: congruent vs. incongruent) × 2 (cross-screen advertising: 3D dynamic advertisement vs. 2D advertisement) × 2 (culture: United States vs. Taiwan) between-subjects experiment design. Our results show incongruent brand recall is greater than congruent recall for American viewers and Taiwanese viewers have better attitudes towards AR dynamic advertisement presentations of title sponsorships that are congruent with the programme. Global AR advertising campaigns can benefit from cultural differences. We propose three specific recommendations to advertisers seeking to apply AR in product placements: (a) For American viewers, incongruous product placements should be able to facilitate positive advertisement attitudes, (b) In TV shows, 2D advertisements can improve advertisement attitudes in some cases, and (c) For Taiwanese audiences, congruent title sponsorships or incongruent background placements can produce better advertisement attitudes.

Various studies have examined the effects of SMS (e.g. Carroll, Barnes, and Fletcher, 2007; Varnali, Yilmaz, and Toker, 2012). However, the effectiveness of MMS, especially those focusing on how features such as localized search and real time services influence the psychological aspects of users, has received little attention. Moreover, due to the ubiquitously accessible and portable features as well as highly personal devices, it would be valuable to gain insights into consumers’ perceptions of the impact of mobile advertising. Taken together, the goal of this study is to explore effect of mobile advertisements on persuasion. A two (type of mobile ads: SMS vs. MMS) × two (location feature: with location-based service vs. without location-based service) × two (timeliness feature: with immediate message vs. non-immediate message) between-subjects design was set up. The results showed that mobile phone users have greater attention, interest, desire and exhibit more favorable attitude for the brand as well as greater purchase intention when exposed to MMS with location-based and timely services than MMS with location-based but have no timely service. Interestingly, irritation mediates the relationship between the type of mobile advertisement and (1) attention, (2) interest, (3) desire, (4) attitude toward the brand and (5) purchase intention.

PurposeThis study aims to examine entertainment TV shows' social media accounts to theoretically and practically explore the relationship between social media engagement and the performance (represented by ratings) of such shows.Design/methodology/approachBy using the data of a popular TV show in the USA, The Voice, the present study examined the messages on the Facebook fan page of the show and how these messages correlated with the ratings of the show. Social media usage data in the course of three seasons (Seasons 10–12, 82 episodes in total) were collected from Facebook (N = 1,192,722 messages). Both regression and sentiment analysis were performed.FindingsOverall, the findings revealed positive relationships of TV show ratings with both passive social media engagement (Facebook likes) and the number of official posts. However, active social media engagement was not positively related to show ratings.Originality/valueBy enhancing understanding of audience engagement with social media, our research extends knowledge related to the nature and development of viewer involvement with entertainment across different media platforms. Our results also help clarify how interpersonal communication (social media comments) and mass communication (TV programs) intersect. Practically, the findings could be applied to improve the interaction of TV audiences with show content, provide insights into the future of social TV development and inform decision-making amongst TV industry professionals.