Attitudes to Online Advertising: New Formats and New Perspectives
Technological advances such as the mobile phone and the Internet have reshaped the advertising industry, where society, businesses and consumers have transformed their behaviour profiting from the new media of communication and advertising. In this context, engaging and creating long-term emotional...
Guardado en:
| Autor principal: | |
|---|---|
| Otros Autores: | |
| Formato: | text (thesis) |
| Lenguaje: | eng |
| Publicado: |
Universidad de La Rioja (España)
2019
|
| Acceso en línea: | https://dialnet.unirioja.es/servlet/oaites?codigo=246391 |
| Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| id |
oai-TES0000022918 |
|---|---|
| record_format |
dspace |
| institution |
DialNet |
| collection |
DialNet |
| language |
eng |
| description |
Technological advances such as the mobile phone and the Internet have reshaped the advertising industry, where society, businesses and consumers have transformed their behaviour profiting from the new media of communication and advertising. In this context, engaging and creating long-term emotional bonds with consumers are essential as technologies enable a rapid two-way information exchange, which is the key factor in advertising. This doctoral thesis seeks to delve deeper into advertising formats and media under present-day conditions during the communication process. It also looks at advertisements from three perspectives that reflect the continuously changing and improving technologies, which requires that advertisers and researchers collaborate and work hand in hand.
The first perspective analyses the effect of SMS advertising messages through mobile phones and smartphones working under the constraints of permission-based marketing. The replication of the well-known and widely cited paper by Tsang, Ho, and Liang in 2004 obtained some contradictory results; specifically, the only variable found to actually positively affect attitude was entertainment. The proposed model of attitudes, intentions and behaviour is interconnected. At the same time, permission-based mobile marketing is on the rise due to high exposure to advertisements. Mobile advertising plays a significant role in the digital world, where consumers respond and react according to the content of the message.
The second perspective focuses on the gender encoding process through the use of original digital video format in online advertising. Content analysis is performed on 324 original digital videos that have won awards from professional marketers. The results show that there is no significant association between gender and any of the ten studied attributes (mode of presentation, credibility, role, age, argument type, reward type, product type, background, setting, and end comment). Hence, women and men are equally portrayed in non-stereotypical activities and roles. However, central figures are more likely to be men than women. It is worth highlighting the change in women’s role according to advertisers’ and marketers’ criteria, especially regarding original digital videos.
The third perspective considers the process of communication with images and user feedback specifically on Instagram. Based on the stimulus-organism-response model, a content analysis is conducted of 1,094 pictures from 69 countries. Two different studies have been conducted, one by ordinary least squares and the other one by cross-country cluster. The results are consistent with the model, where attributes in Instagram photographs are associated with the success of a country’s image or the image of a tourist destination. The presence of people, animals and water have a positive impact on the engagement of Instagrammers, while the lack of authenticity and the constant exposure to photographs of the same country have the opposite effect. In fact, both studies on tourism and Instagram spotlight the relationship between likes and comments and the content of tourism promotion photographs on Instagram. The results aim at understanding users’ behaviour, thus, helping destination management organizations in general, and more specifically, countries.
The doctoral thesis closes with discussions and main conclusions, contributions, managerial implications and recommendations for future lines of research. |
| author2 |
Olarte Pascual, Cristina (null) |
| author_facet |
Olarte Pascual, Cristina (null) Aramendia Muneta, Maria Elena |
| format |
text (thesis) |
| author |
Aramendia Muneta, Maria Elena |
| spellingShingle |
Aramendia Muneta, Maria Elena Attitudes to Online Advertising: New Formats and New Perspectives |
| author_sort |
Aramendia Muneta, Maria Elena |
| title |
Attitudes to Online Advertising: New Formats and New Perspectives |
| title_short |
Attitudes to Online Advertising: New Formats and New Perspectives |
| title_full |
Attitudes to Online Advertising: New Formats and New Perspectives |
| title_fullStr |
Attitudes to Online Advertising: New Formats and New Perspectives |
| title_full_unstemmed |
Attitudes to Online Advertising: New Formats and New Perspectives |
| title_sort |
attitudes to online advertising: new formats and new perspectives |
| publisher |
Universidad de La Rioja (España) |
| publishDate |
2019 |
| url |
https://dialnet.unirioja.es/servlet/oaites?codigo=246391 |
| work_keys_str_mv |
AT aramendiamunetamariaelena attitudestoonlineadvertisingnewformatsandnewperspectives |
| _version_ |
1718346682057359360 |
| spelling |
oai-TES00000229182020-10-16Attitudes to Online Advertising: New Formats and New PerspectivesAramendia Muneta, Maria ElenaTechnological advances such as the mobile phone and the Internet have reshaped the advertising industry, where society, businesses and consumers have transformed their behaviour profiting from the new media of communication and advertising. In this context, engaging and creating long-term emotional bonds with consumers are essential as technologies enable a rapid two-way information exchange, which is the key factor in advertising. This doctoral thesis seeks to delve deeper into advertising formats and media under present-day conditions during the communication process. It also looks at advertisements from three perspectives that reflect the continuously changing and improving technologies, which requires that advertisers and researchers collaborate and work hand in hand. The first perspective analyses the effect of SMS advertising messages through mobile phones and smartphones working under the constraints of permission-based marketing. The replication of the well-known and widely cited paper by Tsang, Ho, and Liang in 2004 obtained some contradictory results; specifically, the only variable found to actually positively affect attitude was entertainment. The proposed model of attitudes, intentions and behaviour is interconnected. At the same time, permission-based mobile marketing is on the rise due to high exposure to advertisements. Mobile advertising plays a significant role in the digital world, where consumers respond and react according to the content of the message. The second perspective focuses on the gender encoding process through the use of original digital video format in online advertising. Content analysis is performed on 324 original digital videos that have won awards from professional marketers. The results show that there is no significant association between gender and any of the ten studied attributes (mode of presentation, credibility, role, age, argument type, reward type, product type, background, setting, and end comment). Hence, women and men are equally portrayed in non-stereotypical activities and roles. However, central figures are more likely to be men than women. It is worth highlighting the change in women’s role according to advertisers’ and marketers’ criteria, especially regarding original digital videos. The third perspective considers the process of communication with images and user feedback specifically on Instagram. Based on the stimulus-organism-response model, a content analysis is conducted of 1,094 pictures from 69 countries. Two different studies have been conducted, one by ordinary least squares and the other one by cross-country cluster. The results are consistent with the model, where attributes in Instagram photographs are associated with the success of a country’s image or the image of a tourist destination. The presence of people, animals and water have a positive impact on the engagement of Instagrammers, while the lack of authenticity and the constant exposure to photographs of the same country have the opposite effect. In fact, both studies on tourism and Instagram spotlight the relationship between likes and comments and the content of tourism promotion photographs on Instagram. The results aim at understanding users’ behaviour, thus, helping destination management organizations in general, and more specifically, countries. The doctoral thesis closes with discussions and main conclusions, contributions, managerial implications and recommendations for future lines of research.Avances tecnológicos como Internet y el teléfono móvil inteligente han remodelado la industria de la publicidad. Los nuevos medios de comunicación y publicidad digital han hecho que empresas, consumidores, y la sociedad en general, actualmente hiperconectados modifiquen sus comportamientos. En este contexto, la creación de vínculos emocionales a largo plazo con los consumidores resulta esencial, ya que las nuevas tecnologías permiten un intercambio rápido de información bidireccional, lo que es un factor clave en la publicidad. Esta tesis doctoral pretende profundizar en los nuevos formatos, soportes y medios publicitarios, que interactúan durante el proceso de comunicación en las condiciones actuales. Para abordar dicho objetivo, se plantean cuatro estudios interrelacionados desde tres perspectivas que reflejan el constante cambio y mejora de las tecnologías. La primera perspectiva estudia el efecto de la publicidad basada en el envío de mensajes cortos (SMS) a teléfonos móviles y smartphones, que opera con las restricciones del llamado “marketing de permiso”. Para ello, se ha realizado una réplica del trabajo de Tsang, Ho y Liang de 2004. Los resultados de este trabajo muestran un cambio respecto al modelo de partida, ya que la única variable que afecta positivamente a la actitud es el entretenimiento. Sin embargo, se constata la interconexión entre actitudes, intenciones y comportamientos que se plantean en dicho modelo. La segunda perspectiva se centra en el estudio de la presencia de estereotipos de género en el proceso de codificación a través del uso del vídeo digital original como nuevo formato de publicidad en Internet. Se ha realizado un análisis de contenido de 324 vídeos digitales originales que han sido galardonados con premios por parte de profesionales del marketing. Los resultados muestran que no existe una asociación significativa entre el género y ninguno de los otros diez atributos estudiados: forma de presentación, credibilidad, rol, edad, tipo de argumento, tipo de recompensa, tipo de producto, segundo plano, entorno y comentario final). Aunque hay una mayor presencia de hombres que de mujeres como protagonistas de los anuncios, ambos géneros se muestran de manera similar en actividades y roles no estereotipados. La tercera perspectiva analiza el proceso de comunicación basado específicamente en imágenes y reacciones de usuarios en Instagram. Para ello, se ha llevado a cabo un análisis de contenido sobre 1.094 imágenes procedentes de 69 países, centrado en el modelo de estímulo-organismo-respuesta. Se han realizado dos estudios siguiendo dos metodologías diferentes: uno de ellos por mínimos cuadros ordinarios y el otro, por conglomerados entre países. Los resultados de ambos estudios son consistentes con el modelo estímulo-organismo-respuesta: los atributos de las fotografías de promoción turística en Instagram se relacionan con la popularidad de la imagen de un país o de un destino turístico. La presencia de elementos como personas, animales y agua tiene un impacto positivo en la implicación de los usuarios de Instagram, mientras que la falta de autenticidad y la exposición constante a fotografías del mismo país tienen el efecto contrario. De hecho, ambos estudios reflejan la relación entre los “me gusta” y los “comentarios” y el contenido de las fotografías de promoción turística en Instagram. Los resultados se encaminan a comprender el comportamiento de los usuarios, lo que resulta de gran ayuda para las entidades gestoras de destinos turísticos en general, y más específicamente, para orientar la imagen turística de cada país. Finalmente, esta tesis doctoral aporta importantes conclusiones académicas, implicaciones prácticas para la gestión y recomendaciones para futuras líneas de investigación.Universidad de La Rioja (España)Olarte Pascual, Cristina (null)2019text (thesis)application/pdfhttps://dialnet.unirioja.es/servlet/oaites?codigo=246391engLICENCIA DE USO: Los documentos a texto completo incluidos en Dialnet son de acceso libre y propiedad de sus autores y/o editores. Por tanto, cualquier acto de reproducción, distribución, comunicación pública y/o transformación total o parcial requiere el consentimiento expreso y escrito de aquéllos. Cualquier enlace al texto completo de estos documentos deberá hacerse a través de la URL oficial de éstos en Dialnet. Más información: https://dialnet.unirioja.es/info/derechosOAI | INTELLECTUAL PROPERTY RIGHTS STATEMENT: Full text documents hosted by Dialnet are protected by copyright and/or related rights. This digital object is accessible without charge, but its use is subject to the licensing conditions set by its authors or editors. Unless expressly stated otherwise in the licensing conditions, you are free to linking, browsing, printing and making a copy for your own personal purposes. All other acts of reproduction and communication to the public are subject to the licensing conditions expressed by editors and authors and require consent from them. Any link to this document should be made using its official URL in Dialnet. More info: https://dialnet.unirioja.es/info/derechosOAI |