Advances in Advertising Research (Vol. VII): Bridging the by George Christodoulides, Anastasia Stathopoulou, Martin

By George Christodoulides, Anastasia Stathopoulou, Martin Eisend

Concentrating on a number ads codecs, this booklet offers foreign cutting-edge examine inter alia at the quickly evolving and more and more complicated advertisements panorama that increases a couple of demanding situations for advertisers. extra learn is required to steer offerings relating to advert content material and execution, media placement, social networks, and crusade effectiveness. Advances in advertisements study are released via the ecu advertisements Academy (EAA). This quantity is a selective number of learn offered on the 14th overseas convention in advertisements (ICORIA), which was once held in London (UK) in July 2015. The convention accrued greater than one hundred fifty contributors from a number of international locations from approximately all continents, together with Europe, North and South the United States, Asia, and Australia.

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1989), Structural equations with latent variables. New York, NY: John Wiley & Sons, Inc. Byrne, B. M. (2001), Structural Equation Modeling with AMOS. Mahwah, New Jersey: Lawrence Erlbaum. Chen, B. and Marcus, J. (2012), “Students’ self-presentation on Facebook: An examination of personality and self-construal factors,” in: Computers in Human Behavior, Vol. 28, 2091-2099. Chu, S. C. and Choi, S. M. (2011), “Electronic Word-of-Mouth in social networking sites: A cross-cultural study of the United States and China,” in: Journal of Global Marketing, Vol.

2005; LaRose and Eastin, 2004; Leung, 2007). We propose that the perception of SNS-information seeking gratifications relate positively to the motivation to interact with brands online. H2: Gratifications from information seeking on an SNS have a positive relationship with adolescents’ brand interactions on the SNS. A further significant motive of media usage, indicated by U&G theory, and which applies also to SNS use, is the search for gratifications from entertainment. Apart from the entertaining value of social interaction and consumption of information, many SNSs, including Qzone, offer specific entertainment such as the possibility to engage in online games.

H2: Gratifications from information seeking on an SNS have a positive relationship with adolescents’ brand interactions on the SNS. A further significant motive of media usage, indicated by U&G theory, and which applies also to SNS use, is the search for gratifications from entertainment. Apart from the entertaining value of social interaction and consumption of information, many SNSs, including Qzone, offer specific entertainment such as the possibility to engage in online games. Entertainment through games and leisure activities provides emotional gratifications, based on positive affective stimulation and providing remedy against boredom.

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