Search engine advertising for organic food: The effectiveness of information concreteness on advertising performance

Yang, Shuai; Li, Dong; Tao, Zhihao; Li, Xun

doi:10.1002/cb.1685

Cited by 11 publications

(9 citation statements)

References 39 publications

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“…In the marketing literature, several authors have found abstract content to have a greater effect on consumer responses under certain conditions. Yang, Li, Tao and Li (2018) presented empirical evidence on the greater effectiveness of abstract content in search engine advertising when consumers are searching for generic keywords. De Angelis et al ( 2017) showed how users' recommendations are more effective in terms of attitude and purchase intention toward a service when the language is abstract, particularly if the consumer has already some knowledge about the service.…”

Section: Conceptual Modelmentioning

confidence: 99%

The effects of native advertising on consumer responses. Some experimental evidences on the interaction between content type and brand awareness

Raimondo

Vernuccio

Miceli

2019

MERCATI &Amp; COMPETITIVITÀ

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Native advertising is rapidly establishing itself in the field of online marketing communication strategies. This paper aims at analyzing consumer responses to native ads varying upon the concreteness versus abstractness of content under specific brand awareness conditions. The conceptual model proposes that brand awareness moderates the relationships between the type of content (concrete vs. abstract) andconsumers evaluations of and dispositions toward native ad, product/service and brand. The results of an experimental study provide empirical support to the idea that consumer responses to concrete vs. abstract native content change for wellknown and less known brands and suggest implications for theory and practice.

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Section: Conceptual Modelmentioning

confidence: 99%

The effects of native advertising on consumer responses. Some experimental evidences on the interaction between content type and brand awareness

Raimondo

Vernuccio

Miceli

2019

MERCATI &Amp; COMPETITIVITÀ

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“…Search engines are used by consumers to locate and access various online sources of information, with daily search volumes increasing to 3.5 billion per day (Internet Live Stats, 2019). Researchers are looking at the response of users to paid search results, organic search results and their choices, trying to understand the whole information research process and decision within it (Agarwal et al, 2015;Kritzinger, Weideman, 2013;Kritzinger, Weideman, 2017;Park, Agarwal, 2018;Smith, 2016;Yang et al, 2018).…”

Section: Discussionmentioning

confidence: 99%

Television Advertising in the Multiscreen and Multitasking Age: Does it Work for Millennials?

2020

Media Education (Mediaobrazovanie)

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Advertisers are challenged to respond to changing behaviour of consumers who become more technologically literate and develop patterns to avoid commercials. Millennials, especially, multitask, use multiple screens to consume content and use technologies to search for information. In this researchfocus groups were conducted with 241 respondents, to study changes in information searches regarding future purchases. Masters' students were selected as participants for the research and their response to being exposed to television advertising was studied and their information search process was charted. Consequences of the changing behaviour for advertisers include the need to consider search visibility for general and campaign-related keywords as a cornerstone of their communication campaigns. This research contributes to theory by enhancing the existing perception of integrated marketing communication (IMC) with the central role of search visibility in connecting various communication channels. By reflecting on the charted process of active information research, advertisers can make their TV campaigns work for millennial consumers who use online search and various devices in the process following the TV spot consumption.

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“…Moreover, vivid and concrete information results in vivid and concrete images. Vividness means the clarity and liveliness of visual images (Trendel et al, 2018), and concreteness refers to the extent of ease or difficulty involved in eliciting mental images, as well as the detail and specificity of visual images (Mackenzie, 1986;Yang et al, 2018;Yoo and Kim, 2014). Vividness and concreteness directly influence mental imagery (Walters et al, 2007;Yoo and Kim, 2014).…”

Section: H1mentioning

confidence: 99%

The effect of human model image backgrounds on consumer responses: empirical evidence from a Chinese apparel e-retailer

2021

APJML

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PurposeThe objective of this study was to examine the effects of human model backgrounds (concrete backgrounds vs. solid backgrounds) on consumer responses (attention and attitude) and to determine the mechanism and boundary conditions behind such effects.Design/methodology/approachThe research consisted of one eye-tracking experiment and two experimental studies.FindingsThe results showed that consumers notice faster and pay more attention to the central figure against solid backgrounds. However, concrete backgrounds elicit more favorable attitudes toward products, and mental imagery mediates the effects of image backgrounds on consumers' attitudes. The authors also found that the situation moderates the relationship between image background and attitude.Originality/valueThe study also supplements the literature on the effects of image backgrounds on consumer responses and the literature on online presentation using human models. Last, the study combines questionnaires with an eye-tracking experiment to obtain a clearer and more comprehensive understanding of the results.

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Search engine advertising for organic food: The effectiveness of information concreteness on advertising performance

Cited by 11 publications

References 39 publications

The effects of native advertising on consumer responses. Some experimental evidences on the interaction between content type and brand awareness

The effects of native advertising on consumer responses. Some experimental evidences on the interaction between content type and brand awareness

Television Advertising in the Multiscreen and Multitasking Age: Does it Work for Millennials?

The effect of human model image backgrounds on consumer responses: empirical evidence from a Chinese apparel e-retailer

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