This study explores intergenerational differences in attitudes toward mobile advertising (addressing their informativeness, irritation, trustworthiness, entertainment, and intrusiveness) and actual response to mobile advertising messages in Israel. Using an online survey ( N = 408) and drawing on Congruence Theory and Generation Cohort Theory, we focus on three generations: X, Y, and Z. Findings show that all generations responded negatively when receiving an advertisement via smartphone. However, the generations differ in their patterns of association between mobile advertising attitudes and responses to mobile ads. Findings suggest that incongruence between each generation’s scheme and the five dimensions of advertising attitudes results in unfavorable responses to mobile advertising. These findings provide guidelines for future research and implications for marketers who intend to design behavioral targeting to consumers of various generational cohorts while using mobile platforms as an advertising channel.

Due to the importance of social media for domestic tourism consumers, small-medium enterprises (SMEs) include online marketing using Facebook in their strategic communication efforts. Using unique tactics to embed unidentified messages, they exploit open and closed Facebook groups under the disguise of organic users. This study evaluates the entrance of small domestic tourism business owners into Israeli Facebook groups, analyzing their consumer engagement tactics using virtual ethnography (netnography) as a research method. Netnography is a qualitative approach to data collection in virtual communities. In this research, the procedure was multistep: observation, qualitative data collection of closed and open tourism Facebook groups, and analysis and presentation of results as well as their implications. Key findings indicate that SME marketing efforts mimic organic user activities, exploiting virtual characteristics on Facebook groups (e.g. a sense of community, belonging, and trust). Another notable phenomenon is the undisclosed marketing communication tool kit employed to transmit message. It includes tactics such as separation of private and business profiles, exploitation of family relations, and repeat recommendations. This research adds to the understanding of online tourism marketing in virtual communities by analyzing the messaging optimization tool kit for targeting Facebook-using audiences.

No abstract

Uncertainty, fear, and distress have become prevalent in the lives of U.S. residents since the beginning of the COVID-19 pandemic. The unpredictable reality of social distancing, shutdowns, and isolation have affected daily routines and influenced well-being and health. Drawing on consumer culture theory, we conducted an exploratory study to examine the mediating role of consumer spirituality in the subjective well-being of religious Christians during COVID-19 and to discover links between well-being and health outcomes. Participants from the United States (n = 104) were recruited via a Qualtrics' online panel. Findings show that religiosity among Christians enhanced subjective well-being, demonstrating the positive effect of religious beliefs, especially during the COVID-19 pandemic. However, spiritual consumption mediated this relationship, suggesting the importance of possessions to religious expression and subjective well-being. Implications for messaging about health and well-being are discussed.

No abstract