Attitude towards fashion advertisements with political content: impacts of opinion leadership and perception of advertisement message

Abstract

Fashion advertisements with political content are unique in that they go against the accepted strategy of advertising. As fashion advertisements with political content become more prevalent, consumers' reactions to them become an important subject of research. This study examines consumers' attitudes towards fashion advertisements with political content with respect to fashion and political opinion leadership, political views, perception of advertisement message and product attitude. Results showed that attitude towards advertisements with political content was influenced significantly by the viewer's political views and agreement with the advertisement message, but not by political opinion leadership. Fashion opinion leadership influenced product attitude only for advertisements without political content. The viewers' advertisement attitudes were carried over to product attitudes regardless of the presence of political message.

Brand Activism: Impact of Woke Advertising on the Consumers’ Attitude and Brand Perceptions Towards Purchase Intention

“…Individuals who strongly agreed with the message showed a more positive attitude towards the ad, and the brand as individuals who did not agree with the message of the ad showed more negative attitudes towards the ad and brand . The result of this study suggests that message agreement in woke ads plays a role in determining the brand perception of consumers (Harben and Kim, 2008).…”

“…A way to capture these said customers is to create a positive brand perception through the use of woke advertisements instead of the more traditional way of advertising. A study done by Harben and Kim (2008) suggests that by creating a positive brand perception, the majority of consumers must agree to an ad's message or stance. Individuals who strongly agreed with the message showed a more positive attitude towards the ad, and the brand as individuals who did not agree with the message of the ad showed more negative attitudes towards the ad and brand .…”

Mobile social networking application viability: a research framework

“…The central thrust of the social networking paradigm is the concept of interpersonal influence as a form of social contagion, i.e., how individuals influence each other; and who influences whom in the contagion process. Under this paradigm, scholars have examined individuals who are more influential (e.g., opinion leadership principle) (Katz et al, 1963;Harben and Kim, 2007;Goldsmith and Clark, 2008), individuals who are more/less likely to be influenced and the breadth of influence (e.g., strength of weak ties principle (Granovetter, 1983)), and individuals who can bridge disconnected groups of people (e.g., structural hole model (Burt 1992)). These derivations subsequently spin off a series of investigations to complement the initial development underpinnings.…”

“…These derivations subsequently spin off a series of investigations to complement the initial development underpinnings. For instance, explained through the opinion leadership model, research has found that opinion leaders could influence consumers' perception of advertising messages (Harben and Kim, 2007) as well as their fashion preferences (Goldsmith and Clark, 2008). The opinion leadership model, however, does not clearly dictate how an individual is more likely to be influenced (Watts and Dodds, 2007).…”

“…Under this paradigm, scholars have examined individuals who are more influential (e.g. opinion leadership principle) (Katz et al, 1963;Harben and Kim, 2007;Goldsmith and Clark, 2008), individuals who are more/less likely to be influenced and the breadth of influence (e.g. strength of weak ties principle; Granovetter, 1983) and individuals who can bridge disconnected groups of people (e.g.…”