By Sofie Bitter, Sonja Grabner-Kräuter (auth.), Sara Rosengren, Micael Dahlén, Shintaro Okazaki (eds.)

ISBN-10: 3658023643

ISBN-13: 9783658023645

ISBN-10: 3658023651

ISBN-13: 9783658023652

​Advances in ads learn are released by means of the eu advertisements Academy (EAA). This quantity is a compilation of study awarded on the eleventh foreign convention in ads (ICORIA) which was once held in Stockholm (Sweden) in June 2012. The convention accrued one hundred fifty prime researchers from 22 nations lower than the convention subject “The altering roles of advertising”. The e-book presents overseas cutting-edge study with 30 articles by means of well known students from the global ICORIA network.

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Extra info for Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising

Sample text

The focus of this article is on such UGC. We make three contributions. First, while such social media events and contests are becoming more common, there are no published studies measuring their effect on purchase behaviors. We test whether participating affects purchase behaviors and illustrate ROI calculations. Second, we discuss an explanation for the effect, which will help organizations create more effective contests going forward. Third, we will investigate the longevity of the effect—after participating, how long is behavior affected?

Peck and Childers (2003b) found that touching a product helps consumers with a high need for touch to evaluate the product and, thereby, increases the confidence of their judgment. Moreover, mere touching raises consumers’ perceived ownership of an object (Peck and Shu, 2009). , a feather) to a pamphlet leads to a more positive attitude towards the communication means than in the no touch condition for people with a high need for touch. Interestingly, the fit of the haptic element did not play any role for those consumers – the mere presence of touch increased persuasiveness.

Rosengren et al. ), Advances in Advertising Research (Vol. 1007/978-3-658-02365-2_3, © Springer Fachmedien Wiesbaden 2013 30 Malthouse et al. holds. As a coalition loyalty program, members collect miles at over 100 sponsors in categories covering most aspects of purchases including groceries, gasoline, apparel and credit card purchases. , gas, movies, groceries, home improvement). In March 2009 AMRP launched a social media website for members to discuss the program and benefits. Posts made by members can be linked to their mile accumulation.

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Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising by Sofie Bitter, Sonja Grabner-Kräuter (auth.), Sara Rosengren, Micael Dahlén, Shintaro Okazaki (eds.)

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