“Unprecedented,” “extraordinary,” and “we're all in this together”: Does advertising really need to be so tedious in challenging times?

Demsar, Vlad; Sands, Sean; Campbell, Colin; Pitt, Leyland

doi:10.1016/j.bushor.2021.02.007

Cited by 12 publications

(8 citation statements)

References 11 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Specifically, organizations and Governments, were communicating messages that drew on a collective sense of “we” (i.e. “we are all in this together”, Demsar et al , 2021). Such messages, enhance we-feelings and play an important role in extending individual identity to a group level (Brewer and Gardner, 1996).…”

Section: Discussionmentioning

confidence: 99%

In this together: the long-term effect of a collective crisis on the retail and service sector

Ferraro

Sands

Schnack

et al. 2022

JSM

Self Cite

View full text Add to dashboard Cite

Purpose This research explores anticipated long-term change in the retail and services marketplace, directly arising as a result of the Covid-19 pandemic. Design/methodology/approach A series of 20 in-depth interviews were conducted with retail and service stakeholders (executives, suppliers and thought-leaders) from across Asia-Pacific (New Zealand and Australia), the United Kingdom, Europe and the United States. Findings We identify six guiding principles for long-term change in the retail and services sector required to guide future business development and practice, including embedding new ways of working, rethinking the role and purpose of physical space, prioritizing digital elements, integrating employees in community, building agile supply and planning for future turbulence. Originality/value The Covid-19 pandemic is different from prior disruptive experiences in that it was a sudden shock to business and was collectively experienced by firms, workers and consumers across the globe. This research provides a view of decision-makers’ sensemaking and anticipated changes impacting the future retail and services marketplace.

show abstract

Section: Discussionmentioning

confidence: 99%

In this together: the long-term effect of a collective crisis on the retail and service sector

Ferraro

Sands

Schnack

et al. 2022

JSM

Self Cite

View full text Add to dashboard Cite

show abstract

“…To cater to this need, textile companies should focus on understanding consumer preferences, which can guide them in offering the right products (Bleier et al, 2018). However, the surge in online video streaming is diverting consumer focus, weakening the impact of textile product video ads (Demsar et al, 2021). Auditory stimuli have proven more effective in retaining consumer attention compared to visual stimuli.…”

Section: Introductionmentioning

confidence: 99%

Attention and purchase intention of sounding advertisements—A study on autonomous sensory meridian response of towel sound

Liang,

2023

Journal of Sensory Studies

View full text Add to dashboard Cite

In the face of Taiwan's declining textile industry, companies strive to enhance product visibility but to little avail. Emphasizing personalized marketing in online advertising, they are exploring consumer‐preferred streaming adverts. However, the distracting nature of streaming media presents an obstacle. Herein, our research offers a solution. Utilizing audio autonomous sensory meridian response (ASMR), evidenced to significantly amplify skin conductance rate and brainwave activity, consumer attention can be effectively garnered. Studies have found that watching videos with the sound effect of ASMR can help the audience concentrate. Changes in brainwaves and skin conductance rates, when consumers use towel product, can be used to explore whether the participants are affected by ASMR. The results showed that audio ASMR streaming significantly increased the skin conductance rate and the brainwave of left anterior frontal area. This means that audio ASMR can attract consumer attention. The survey results have shown that all hypotheses were supported.Practical ApplicationsThis research explores the use of autonomous sensory meridian response (ASMR) in online advertising for the declining textile industry in Taiwan. ASMR, a unique sound that captures attention and induces relaxation, has been shown to increase consumer concentration and purchase intention. By integrating ASMR into towel advertisements and analyzing participants' physiological signals, such as skin conductance rate and brainwave activity, the study found that audio ASMR significantly attracted consumer attention and increased purchase intentions. The findings suggest that textile companies should incorporate ASMR into their marketing strategies to effectively engage consumers and boost sales. Moreover, understanding audience preferences for specific ASMR sounds is crucial for achieving the desired advertising effects.

show abstract

“…Unforeseen global natural disasters will likely change how businesses advertise and formulate their advertising strategies. A significant number of studies have explored the effects of the pandemic on different aspects of advertising research (e.g., Park et al 2022;Shoenberger et al 2021;Demsar et al 2021; Van Esch et al 2021). Therefore, the need arises to synthesize the diverse literature and present a holistic overview of how advertising responded to the pandemic.…”

Section: Introductionmentioning

confidence: 99%

Advertising during the COVID-19 Pandemic: Trends and Theoretical Developments

Najam

Raza

Burki

2023

Administrative Sciences

View full text Add to dashboard Cite

This study examines how the COVID-19 pandemic affected the trends and theoretical development of advertising research. By using appropriate keywords, this research selected 210 articles from the Web of Science database. We applied bibliometric analysis techniques and employed the VOS viewer to present visualizations. Our findings provide valuable insights into how the COVID-19 pandemic altered advertisers and researchers’ perspectives on advertisement content and message strategies. We also explore the application of diversified theoretical lenses to our research on advertisements during the pandemic.

show abstract

“Unprecedented,” “extraordinary,” and “we're all in this together”: Does advertising really need to be so tedious in challenging times?

Cited by 12 publications

References 11 publications

In this together: the long-term effect of a collective crisis on the retail and service sector

In this together: the long-term effect of a collective crisis on the retail and service sector

Attention and purchase intention of sounding advertisements—A study on autonomous sensory meridian response of towel sound

Advertising during the COVID-19 Pandemic: Trends and Theoretical Developments

Contact Info

Product

Resources

About