The expansion of Internet promotes the rise of social media. The appeal of social marketing leads the enterprises start to set up fanpage on Facebook to interact with their members.This study discusses whether the messages¡¦ emotion or the managers¡¦ emotion result in members¡¦ emotion in fanpage,and furthermore to find out the connection between members¡¦ emotion and brand attitude. This research adopts experimental method and distributes on-line questionnaire, retrieving 384 samples and analyze the data with SPSS 17.0. The results shows that the display of messages and the menagers¡¦emotional expression certainly affect menbers¡¦ positive emotion, and directly affect the menbers¡¦ brand attitude to the enterprises.This study points out the importance influence of emotion in marketing research,and provides some practical suggestions to enterprises to develop a new strategy.

Yes / Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy. This study offers a framework for the appropriate choice of advertising appeals based on advertisers’ objectives and target group demographics. The study differentiates magazine advertisements’ effects for five marketing objectives along the hierarchy-of-effect model, while accounting for moderating effects of age and gender. Results show that emotional appeals are superior to informational appeals for most marketing objectives, but not for achieving integration into the evoked set. Consumers’ age and gender significantly influence the effects of advertising appeals and reveal interaction effects.

Yes / Despite quick response (QR) codes’ prominence, little is known about their embedding in pullbased communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement. Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions. QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category. The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement. Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal. This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.

Recently, the environmental consciousness has grown gradually in the world. The trend of the green consuming has been the important, global issue. If the enterprise wants to maintain the competence, and have the sustainable management, it should take the environmental issue as a new opportunity and start to do the green marketing and the green advertisement to attract the consumers. The previous research about the influence of Ad appeals on the Ad effect is more related to the comparison between rational appeal and emotional appeal, but it still lack consistent result. Besides, the research on the Ad effect of Cause Related Marketing has just focused on CRM Ad but lack the study of Green Ad. Therefore, this study would take the influence of different Ad appeals and CRM on the green Ad effect and would have a study on the bottled water. The present study uses experimental design to investigate the effects of the types of Ad appeals (emotional appeal and moral appeal) and CRM (with and without) on green Ad effect. And a 2X2 factorial design is conducted. The results indicate that in the green Ad of the bottled water, the influence of rational appeal and emotional appeal on Ad effect is no significantly different. The green Ad effects with CRM and without CRM are no significantly different. The modifying effect of Ad with and without CRM is working in Ad attitude,is not working in brand attitude and purchasing intention.

Cause-related marketing (CRM), which combines business goals and corporate social responsibility, has recently become a trend in Taiwan as well as in the whole world. Although recent studies have begun to examine potential factors that might affect CRM effectiveness, influences of emotional appeals on CRM remain unexplored. Therefore, based on previous studies relevant to charitable donations, this study compares the effects of guilt appeal and warmth appeal in CRM ads. In addition, brand¡¦s gender traits are also considered to observe how they sway the effectiveness of the emotional appeals. The present study uses experimental design to investigate the effects of the types of emotional appeals (guilt appeal vs. warmth appeal) and brand¡¦s gender traits (feminine brand vs. masculine brand) on CRM effectiveness. And a 2X2 factorial design is conducted. Four different scenarios are established through fictitious CRM ads, and the ad effects are measured by purchase intention and attitude toward the brand to observe the response under different scenarios. The results indicate that there is an interaction effect between emotional appeals and brand¡¦s gender traits on CRM effectiveness. The feminine brand is more effective while using CRM. Furthermore, the feminine brand is more effective than the masculine brand while the warmth appeal is used to promote a CRM ad, but such superior effect disappears as it turns to guilt appeal. According to these findings, this study suggests that marketers should consider the ¡§gender¡¨ of their brands before choosing an appropriate emotional appeal in the CRM ad to reach their goals.

In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. However, they are likely to be heavily influenced by social media and peers, which makes them a receptive target for advertisers’ deceptive strategies. To achieve success, advertisements must be trustworthy and appeal to the target audience either emotionally or rationally. Sustainability labels like the EU Eco-label fosters consumer trust. Hence, our research will focus on the impact of sustainability message appeals on deceptiveness in laundry detergents and the influence of certifications in product advertising on customer deceptiveness.The purpose of this study is to examine the impact of sustainability messages on perceived deceptiveness of laundry detergents. Moreover, it explores the relationship between emotional and rational appeals and consumer behaviour, with a focus on trust, deceptiveness and purchasing intentions. Accordingly, the study was conducted on consumers to see how theyperceive emotional and rational advertisement. The findings will guide managers and entrepreneurs to effectively market cleaning products for enhanced sustainability perception and transparency. The study has employed a deductive approach, utilising a quantitative research design. Data was collected through a survey from 299 participants, aged 18-30, representing diverse European backgrounds. The collected data was analysed by using a moderated mediation approach, allowing for a comprehensive examination of the relationships between sustainability message appeals, deceptiveness, and the influence of certifications in product advertising. The research showed that consumers may be misled by emotional sustainability appeals in laundry detergent advertising, hence the intention to purchase decreases. Nevertheless, it was revealed that rational appeals and third-party certifications such as EU Ecolabel positively influenced perceived sustainability and purchase intention. The study also found that gender had no significant moderating impact, while sustainability awareness moderated the relationship between deception and purchase intention in emotional appeals.

Yes / Online retailers are increasingly using augmented reality (AR) and virtual reality (VR) technologies to solve mental and physical intangibility issues in a product evaluation. Moreover, the technologies are easily available and accessible to consumers via their smartphones. The authors conducted three experiments to examine consumer responses to technology interfaces (AR/VR and mobile apps) for hedonic and utilitarian products. The results show that AR is easier to use (vs. app), and users find AR more responsive when buying a hedonic (vs. utilitarian) product. Touch interface users are likely to have a more satisfying experience and greater recommendation intentions, as compared to AR, for buying utilitarian products. In contrast, a multisensory environment (AR) results in a better user experience for purchasing a hedonic product. Moreover, multisensory technologies lead to higher visual appeal, emotional appeal, and purchase intentions. The research contributes to the literature on computer-mediated interactions in a multisensory environment and proposes actionable recommendations to online marketers.

Abstract Background “Traditional digital advertising has become wallpaper. It doesn’t improve anyone’s experience on a site and readers, myself included, pretty much look past it” stated by Jason Hill, Global Head of Media Strategies (Adage.com, 2019). Marketing managers attempt and fail in adapting traditional marketing strategies to the unfamiliar digital landscape. Traditional techniques e.g. banner ads appear as intrusive and unwanted according to consumers. Brands have in response strategically changed its communication to a rather subtle approach that aims to be non-intrusive. Aforesaid strategy is referred to as native advertising. Native advertising however is not unproblematic as said approach may be exploited to be deceptive, intrusive and secretive, brand whom implements such a strategy may be rewarded with short term positives. However the long term effects of said strategy prove negatives in various aspects of the brand. Purpose The purpose of this thesis is to explain how the conceptualization of native ads influence users’ feeling of non-intrusiveness. Method The conducted study implemented a deductive approach to research, including an explanatory purpose as previously elaborated upon. The study is further characterized as a cross-sectional design in which the researchers aimed to test the conceptualization of non-intrusive native advertising. The researchers further conducted a self administrated questionnaire with a total of 158 respondents. The data was cleaned in SPSS and further tested for reliability, validity and hypothesis testing. Conclusion The findings of the conducted study concludes that personalized advertising positively contributes to users’ feeling of non-intrusiveness. On the other hand, contextual relevance, 1 transparency, emotional appeal and informational appeal were rejected as such variables were not statistically significant in explaining non-intrusiveness. Therefore, the researchers rejected hypothesis H1, H2, H3, H4 and therefore rejected previous research stating that these variables contributes to users’ feeling of non-intrusiveness. However H5 was accepted, therefore theories that suggests that personalization according to one’s interest, previous interactions and real-time data to influence users feeling of non-intrusiveness were confirmed.

The purpose of this study was to examine individual reactions to environmental messages based on three message frames. The frames include shock or fear, humor, and emotional frames. The intent of the study was to document, through the use of pre- and post-questionnaires, individuals' reactions to the three types of messages by measuring attitude or perception change, credibility of the message, and importance of the issue. In this study, baseline knowledge levels and beliefs about environmental issues were examined using a pre-questionnaire. How variable treatments affect attitudes or create perception change with regard to the environmental messages were explored. This study was questionnaire based, with results based on one time pre- and post questionnaires of mass communications undergraduate students at the University of South Florida. Along with message framing, McGuire's Information Processing Theory is useful in determining an individual's psychological context, and the steps an individual will take after a message is presented. This theory gives a "good overview of the attitude change process, reminding us that it involves a number of components" (Severin & Tankard, 2001, p. 175). Using these two theories as underpinning, exploration of the effects of different types of Greenpeace messages is possible. Determining which types of frames promote a behavior change in individuals adds to environmental persuasion research, and ultimately assists the designers of environmental messages and the deliverers of environmental communication.

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