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The present research examined how individuals’ cultural orientations influenced the relationship between their construal level and temporal distance. There were two studies in this research. Study 1 was composed of two parts. In the first part, the relationship between culture and construal level was examined through the Behavioral Identification Form (BIF). In the second part, the influence of culture on temporal distance and individuals’ construal level was investigated by analyzing participants’ descriptions of their lives. In study 2, the three-way interaction between culture, temporal distance, and the construal-level frame of persuasive messages (desirability vs. feasibility focused message) was investigated. A total of 200 students from two different countries (Korea and the U.S.) participated in the study. A fictitious brand and advertisement were created to examine the interaction. The findings revealed that individuals from an individualistic culture (U.S.) prefer abstract thinking to concrete thinking and focus more on the desirability than the feasibility of an event or object. And the reverse was true for individuals from a collectivistic culture (Korea). When individuals are in a proximal temporal condition, those from a collectivistic culture have a more proximal temporal perspective, and they are more likely to represent the future event in low-level terms. In contrast, individuals from an individualistic culture have a more distal temporal perspective and tend to represent the future event in high-level terms. Consistent results were found in an advertising context. When individuals from a collectivistic culture were in a proximal temporal condition, they tended to show a more favorable attitude toward the advertisement emphasizing the feasibility features of the product. The reverse was true for individuals from an individualistic culture. / text

Character Marketing is popular in recent years. Many studies of Spokes-Character conduct by the print media before, less on the Internet Marketing. Furthermore, the social media in the Internet Market has become a new trend. The social network service has been an important business strategy by the marketing of word of mouth, and it also strengthen the brand image of the corporate. Therefore, this study attempts by the case of the Spokes-Character, OKAPI, from The BOOKS.COM.Co.,Ltd. This main study aims to find the influent of advertising effect with different spokesperson of Facebook and different involvement in e-shopping. The Independent Variable of this study aims the different spokesperson in Facebook (Spokes-Character and Trademark) and involvement in e-shopping (high and low). Dependent Variable is advertising effects (advertising attitude and brand attitude). The survey conduct through the Internet by the internet users. In this main study, 325 valid questionnaires were collected, the findings shows that Spokes-Character as the spokesperson of Facebook will enhance advertising effects. And different level of involvement in e-shopping also influence the different advertising effect.

There are hundreds of channels in Taiwan. Because of computer and internet developing, people in Taiwan communicate easily to everyone in the world. It causes conflicts and challenges such as economy, business, and culture. The main source of profits in channels and web is advertising. According to AC Nielsen in Taiwan, Advertising industry in Taiwan outputs $40 billion in 2007, and its growing can figure out in future. So this study is to discuss the influence of Advertising Effectiveness in Product Involvement and Purchase Intention. This study set to sampling 18-40 years old. It includes male and female. The methods of this study are such as Descriptive Statistics, Multiple Regression, and ANOVA. The Advertising Effectiveness is the moderator in this study. To discuss the issues of the moderator model explains the effect of strength and direction of Purchase Intention. The hypotheses of this study are presented as follows: 1.Product Involvement has statistically influence on Purchase Intention. 2.Advertising Effectiveness has statistically influence on Purchase Intention. 3.The interaction of Product Involvement and Advertising Effectiveness as statistically influence. The conclusions are presented as all hypotheses to show: 1.On Purchase Intention, the Product Involvement will influence consumers¡¦ purchase decision. 2.Advertising also influence consumers¡¦ purchase decision. 3.The effect of the interaction explains synergy from Product Involvement and Advertising Effectiveness to consumers.

In Taiwan, there is an increasing number of people using the Internet. Advertising firms have noticed the change in consumer behavior, and thus are investing a lot of money on online advertising. The biggest difference between advertising on televisions and advertising on the Internet is the¡ymotivation¡z. All of these video advertising will not only show on television. Video advertising audiences will gradually move to online video advertising. These are the findings from our research: 1.The motives of online audiences, their means of viewing the advertisement and the post-viewing actions are largely related to each other. Different motives also bring differences to the affected motives, attitudes, actions and the impact of the advertising. 2.Most of the time, advertisements that are interesting and humorous, have a storyline, or have valuable information are largely related to the attitudes of the consumers. 3.Consumers with positive attitudes would want to share the advertisements and their effects,whereas consumers with negative attitudes will not take any actions. Neither would the advertisement bring much of an impact. 4.When sharing the positive feedback, the viewers shared that the advertisements make a great impression on them. The advertisements also confirm whatever they know about the product. After that, branding of the product and the viewers¡¦willingness to buy the product are also factors. However, the research discovered that many of the interviewed subjects prefer television advertisements over online advertisements.

According to the report of effective advertising analysis in the Taiwan area released by Rainmaker XKM International Corp., the advertising amount of care product industry is up to 28.8 million dollars, ranking second place in whole industry. In the market of care products, each firm is in high competition. For winning form the competition and accessing to consumer, the firms look for celebrities to be the endorsers for their own products, and even spend tons of money to make consumers know their products and brands in the short period. The strategies of endorser have many advantages, and be adopted widely. Besides, based on the properties that the care product industry is in high competition and the product life cycle is very short, whether the expenditure of spokesman can reach firm¡¦s expectation? Are the endorsers that firms choose are liked by public? This research takes Olay as example to discuss the effect of endorser credibility on advertising effectiveness. Also, this research takes involvement with advertisement as moderator variable to realize the relationship between endorser credibility and advertising effectiveness. Finally, comparing Olay¡¦s endorsers belong to different products to understand consumer¡¦s evaluation. The consequences of analysis indicate that the endorser credibility will affect advertising effectiveness and the trustworthiness, relevance, and likability has higher positive relationship. In addition to, the attractiveness and expertness has lower relationship. Besides, involvement with advertisement certainly has moderator effect between endorser credibility and advertising effectiveness. Finally, this research gives some practical advices for the business administrator according to the consequences of research.

¡@Nowadays, spokesperson is a very common advertising strategy. A good spokesperson can favorably attract customers¡¦ attention, produce better recall or precognition of a brand name, create an image for a product etc. In general, advertisers usually consider the fittingness between spokesperson¡¦s gender and product gender image. As gender roles and gender stereotype are changing, some product gender images are blurred as well. Therefore, some cross-over endorsements are emerged (an advertising is targeting a nontraditional user in terms of gender). Past researches have shown that the relationship between spokesperson¡¦s gender and product gender image is inconsistent. Hence, this study focuses on products with ¡§Masculine Image¡¨ and classified products based on FCB Model, exploring how different products types and customers¡¦ gender influence gender endorsement on advertising effectiveness. ¡@The present study uses experimental design to investiage the effects of two types of gender endorsement and four product categories on advertising effectiveness. A 2x4 between-subject design is conducted. All eight scenarios are made through fictional ads, and the advertising effectiveness is measured by attitude toward the ad (AD), attitude toward the product (AP) and purchase intention (PI). ¡@The findings of this study indicate that AD and PI are more favorable when the product¡¦s gender image and spokesperson¡¦s gender are consistent. The interaction between product types and gender endorsement advertisement exits especially in the effective product. Spokespersons¡¦ gender is an effective promotional cue in influencing customers¡¦ perceptions of the gender image of products on the self-satisfaction product. Meanwhile, this study also finds there is no interaction between the gender endorsement advertisement and customer¡¦s gender.

Over the past decade, the networked information environment has increased consumers’ autonomy and brought radical change to the advertising industry. Now individual consumers can reach millions of others around the world and advise them on well-known brands through home-produced video-ads, which was not as accessible in a previous era dominated by one-way marketing. The overall objective of this thesis was to examine the attitudinal, behavioural and recall effects of consumer-generated advertising (CGA) on viewing audiences. This was achieved by implementing an exploratory sequential mixed method design. During an initial qualitative phase with focus groups, seven determinants of CGA effectiveness were identified: recognition of consumer-generated advertising; advertising quality; product involvement; perceived expertise of ad creators; motivations of ad creators; scepticism towards CGA; and consumer’s creativity. The Salience-Involvement model of CGA effects was then developed and tested in two subsequent empirical studies. Study One used a 2 x 2, between-subjects experimental design in which levels of advertising Source Salience (consumer-generated vs. company-generated) and Product Involvement (low vs. high involvement) were manipulated. Results reveal a largely negative impact of salient CGA when the consumer source was not disclosed. However, under high involvement conditions, amateur CGA was more entertaining and more likely to be electronically shared with others. Meanwhile, under low involvement, brands from consumer-generated ads showed higher levels of recall. Study Two investigated how the outcomes of professional and amateur CGA change after source disclosure using a 3 x 2 x 2, between-subjects design. In this experiment, levels of Source Awareness (consumer-generated ads vs. company ads vs. no source indicated) were manipulated in addition to Source Salience and Product Involvement. Findings show that Source Awareness produces an interactive effect with Source Salience and Product Involvement, which is significant only on the Cognitive component of Attitude towards the ad and the Attractiveness component of Credibility. Thus, disclosure of consumer source is likely to enhance ad evaluations when the CGA is professionally produced and involvement is low. Meanwhile, attribution of amateur CGA to consumer source is likely to have a negative impact. Conversely, attribution of an amateur ad to company source has a favourable attitudinal effect under high involvement. In summary, this research demonstrates that in the context of CGA, the communicator-receiver similarity does not necessarily guarantee a positive response. Most importantly, the CGA’s outcome is moderated by Source Salience. Since Source Salience specifically characterises the consumer source in this context, it could potentially add another dimension to the traditional conceptualisation of the information source.

Diss. Stockholm : Handelshögskolan, 2008.

Recent developments in internet technology have ushered in unprecedented change when it comes to communication. This change has also given rise to social media, which has significantly changed the way modern communication occurs (Rosengren, 2000; Evans & McKee, 2010; Tuten & Solomon, 2015). While social media has gained enormous reach in recent years, with millions of new users joining social platforms every year, it has changed company-consumer relations as well (Akar & Topcu, 2011; Fan & Niu, 2013; Tuten & Solomon, 2015). Marketers are continuously turning towards social media to distribute advertisements and gather information (Akar & Topcu, 2011). As such, consumers today are bombarded by vast amounts of promotions and advertisements on social media. However, consumers are no longer passive observers and are increasingly becoming more and more able to edit and control what they choose to see online  (Kelly, Kerr & Drennan, 2010). This has led to the decline of social media advertising effectiveness, as consumers choose to avoid and ignore more advertisement than ever before (Wen, Tan & Chang, 2009; Kelly et al., 2010; Chang, Chen & Tan, 2012; Khan, Dongping & Wahab, 2016). As such, in order to be able to overcome consumer avoidance of marketing messages, it is now more important than ever for advertisers and marketers to understand what drives consumers to avoid advertising in the first place (Cho & Cheon, 2004; Wen et al., 2009; Akar & Topcu, 2011; Chang et al., 2012). Therefore, as there is a significant lack of research on these subjects, the authors constructed a model based on Cho and Cheon’s (2004) theory that describes the antecedents of online marketing avoidance, and sought to test a number of hypotheses about the relationships between the antecedents of social media marketing avoidance and social media advertising effectiveness. To be able to do so, the authors constructed and utilized a survey method and a questionnaire. However, while the initial results of the data  gathered by the survey were encouraging for the model as a whole, it was ultimately found that only one hypothesis was acceptable. Keywords Antecedents of marketing avoidance, social media advertising effectiveness, advertising effectiveness