Sharing of branded viral advertisements by young consumers: the interplay between personality traits and ad appeal

Kulkarni, Kalpak K.; Kalro, Arti D.; Sharma, Dinesh

doi:10.1108/jcm-11-2017-2428

Cited by 18 publications

(10 citation statements)

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“…Participants reported higher emotional ratings in the emotional appeal condition (M emotional = 5.64 vs. M rational = 4.73; F[1, 267] = 19.89, p < .001), and higher rational ratings for rational appeal (M emotional = 5.29 vs. M rational = 5.67; F[1, 267] = 5.42, p < .05). Collapsing the scores of emotionality and rationality in one scale (e.g., Kulkarni et al, 2019), we also found there was a significant difference with regard to the ad appeal, which implies participants rated the emotional appealing ad more emotional (M = 4.17, SD = .85) and the rational appealing ad as more rational (M = 3.53, SD = .87), t(267) = 6.18, p < 0.001.…”

Section: Methodsmentioning

confidence: 99%

“…Such targeting technology paired with sizable user growth allowed social media advertising to become more prominent, prompting an increased need for additional research. Previous research on personality and social media identified how personality segments Facebook users (Ryan & Xenos, 2011), influences user motivations for Facebook usage (Seidman, 2013), and predicts a consumers' likelihood of sharing viral advertisements (Kulkarni, Kalro, & Sharma, 2019). While previous studies have explored the effects of personality in general social media use, research should now examine specific contexts of social media advertising since different personality traits are associated with diverse behavioral contexts and outcomes (e.g., Anglim & O'Connor, 2019; De Vries, De Vries, De Hoogh, & Feij, 2009).…”

Section: Literature Reviewmentioning

confidence: 99%

mentioning

confidence: 99%

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Nonprofit organization advertising on social media: The role of personality, advertising appeals, and bandwagon effects

Lim

Bouchacourt

Brown‐Devlin

2020

J of Consumer Behaviour

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The current study aims to explore the role of personality in a nonprofit organization's advertisement on social media and how it influences two advertising components: the types of advertising appeal and social media metrics. A 2 (emotional vs. rational appeal) × 2 (high vs. low social media metrics) full-factorial experiment was conducted. We found the positive effects of specific personality traits on attitude toward the ad and donation intention; the six HEXACO personality traits were positively related to attitude toward the ad, whereas Extraversion, Conscientiousness, and Openness to experience were the only traits positively related to donation intention.There was no interaction effect of the personality traits and the type of advertising appeal. We also found that Conscientiousness had a moderating role on the bandwagon effect of social media metrics, such that the bandwagon effects of social media metrics on the attitude toward the ad and donation intentions were only significant for participants with moderate (M) Conscientiousness and high (M + 1SD) Conscientiousness. Our findings will contribute to providing practical insights for how to design an effective nonprofit advertisement on social media as well as filling the gap in the literature on nonprofit advertising and personality. | INTRODUCTIONAccording to the National Center for Charitable Statistics, in 2015, there were over 1.56 million registered nonprofit organizations (NPOs) in the United States, contributing an estimated $985 billion to the nation's economy (McKeever, 2019). NPOs' operations are uniquely reliant upon consumers' engaging in the altruistic behaviors of donating and volunteering. Thus, NPOs must elicit donations through cost-effective, social media advertising campaigns, in hopes of amplifying their content to their followers' own networks to garner additional, positive word-of-mouth (Lovejoy & Saxton, 2012;

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Section: Methodsmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

mentioning

confidence: 99%

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Nonprofit organization advertising on social media: The role of personality, advertising appeals, and bandwagon effects

Lim

Bouchacourt

Brown‐Devlin

2020

J of Consumer Behaviour

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“…Some investigations have found the differences between attitudes and consumer preferences in online or offline settings (Kwon and Lennon, 2009; Molina et al , 2017). Furthermore, it is established that young consumers prefer an online environment (Kulkarni et al , 2019; Prasad et al , 2019). Additionally, young consumers are ready to pay more for eco-friendly products and prefer to buy from eco-friendly packaging companies (Prakash and Pathak, 2017).…”

Section: Introductionmentioning

confidence: 99%

Willingness to purchase refurbished products sold online: a qualitative inquiry of young consumers from an emerging market

Gaur

Srivastava

Gupta

2022

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Purpose The literature provides evidence of consumers’ willingness to purchase (WTP) refurbished products. However, the studies focusing on young consumers’ (18–24 years) purchasing behaviour of refurbished products from online platforms/stores are limited. Therefore, the purpose of this study is to conduct a qualitative study to identify the key attributes/factors that influence young consumers’ WTP refurbished products. Design/methodology/approach Two qualitative techniques, focus group discussion (FGD) and depth interviews (DI), are used for data collection. Criterion sampling is used for sample selection. Consequently, 37 participants (20 for FGD and 17 for DI) from India were recruited. Findings The study’s findings indicate six broad attributes/factors (purchase attributes, product attributes, credibility, reviews/support, refurbishment process and ecological factors) that influence young consumers’ WTP refurbished products. In each attribute, some characteristics are unique (for example, greater trust in online platforms/stores, preference for video reviews and historical information of the product) to young consumers. Originality/value The current study integrates three literature streams: consumer behaviour in the online/offline context, young consumers’ inclination towards an online purchase and WTP refurbished products. To the best of the authors’ knowledge, this is the first study to do it.

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“…Digital advertising refers to the distribution of advertising content by identified sponsors in interactive digital platforms (Kulkarni et al, 2019). Some of the factors that have contributed to digital media's popularity are technology, globalization, and consumers' increased use of social media.…”

Section: Introductionmentioning

confidence: 99%

Antecedents of Attitude towards Advertising of Controversial Products in Digital Media

Yaseen¹,

Saeed²,

Mazahir³

et al. 2020

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The promotion of controversial products on digital media has become a challenge for marketers as consumers of different ethnicities and cultures access web media. Therefore, the study has examined the impact of advertising’s antecedents on consumers’ attitude and their effect on purchase intentions. The study has also considered the mediating roles of attitude towards purchase intentions. The population for this study comprises of adult female digital media users. We collected data from 400 female respondents via the online survey method. The results suggest that hedonic value, falsity, and materialism directly impact attitude towards the advertising of controversial products. Further, hedonic value and materialism also affect purchase intentions. We also found that advertising attitude mediates the relationship between hedonic value, falsity, materialism, and purchase intentions. The study’s empirical results will help design appropriate marketing strategies, especially in the context of controversial products. Future research may extend the model by incorporating other factors and testing their efficacy in different regions and cultures.

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Sharing of branded viral advertisements by young consumers: the interplay between personality traits and ad appeal

Cited by 18 publications

References 54 publications

Nonprofit organization advertising on social media: The role of personality, advertising appeals, and bandwagon effects

Nonprofit organization advertising on social media: The role of personality, advertising appeals, and bandwagon effects

Willingness to purchase refurbished products sold online: a qualitative inquiry of young consumers from an emerging market

Antecedents of Attitude towards Advertising of Controversial Products in Digital Media

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