No abstract

In marketing research, it is important to measure consumers’ perceptions related to advertisements. Especially when these perceptions have the potential to set negative attitude. With rapid technological advancements, digital media advertising has become an important tool for advertisers to reach customers. Consumers’ perceptions of intrusiveness, irritation, and offensiveness are highly attributed to digital media advertising of unmentionable products. However, it is evident from the marketing literature that terms such as intrusiveness, irritation, and offensiveness are being interchangeably used. This leads to measurement issues of the consumers’ perceptions at the construct level. Therefore, this study considers it important to formally specify the relationships that exist between intrusiveness, irritation, and offensiveness. This formal specification was required to differentiate the concepts of intrusiveness, irritation, and offensiveness so that consumers’ perceptions at the construct level can be appropriately measured. To achieve this sixty definitions and instruments were extracted from existing literature and analyzed through a construct differential analysis framework. As a result of which hybrid dimensions mainly related to intrusiveness emerged. The hybrid dimensions exclusively representing intrusiveness are intrusive media, intrusive cognition, product intrusiveness, individual pre-dispositions, negative experience, social and cultural influences, religious beliefs, and behavioral outcomes. The insights of this study establish a need to develop a digital advertising intrusiveness construct incorporating the hybrid themes that emerged.

The accelerating trend of social media usage has allowed users to gain knowledge about the tourism experiences of other people through reactive and proactive interactions. The primary aim of this study is to identify whether social media is playing a constructive role in increasing the development and productivity of the tourism business. The research also evaluates the effects and advantages of earned media marketing tools over social media advertisements shared by tourism companies in the process of deciding about tourism packages. This research consists of a quantitative approach. A random sampling method has been adopted by researchers todisseminate closed-ended questionnaires and a total of 206 responses were collected. After applying the reliability test through SPSS, data were examined through ANOVA and Tukey’s HSD testing. Results determined that people are more eager towards seeing and gaining public opinion than the promotions and advertisements shared on social media by tourism companies. They especially consider the experiences and viewpoints of their close relations like relatives, friends, and colleagues as well as Vloggers and social media influencers while deciding to visit a tourist spot. Because of the findings, it can be recommended that tourism companies shouldfocus more on earned media marketing tools than traditional advertising techniques while designing their marketing strategies.

This research sets out to study and compare the effects of story watching on television and story listening by an elder on children’s cognitive skills, specifically in building up their vocabulary and comprehension. A total of two hundred children aged between 7 to 12 years from low socio-economic background were selected through matching. They were divided into two different groups based on the medium they were exposed to, either oral or visual. The study took place in laboratories set at four different schools in Karachi, Pakistan. Ten stories were told to the half children, while the other group watched 10 animated episodes having same content for 10 consecutive weeks. Children’s perception and vocabulary skills were evaluated through questionnaires, which were filled out after each story. Results affirmed the hypothesis that story listening is more effective than cartoon watching in terms of cognitive learning. The study is beneficial for various disciplines of social sciences including psychology, sociology, education and mass communication.