The Influence of Typical Versus Atypical Ads On Sharing Intention

Detalhes bibliográficos
Autor(a) principal: Rita, Paulo
Data de Publicação: 2023
Outros Autores: Guerreiro, João, Matos, Sara
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/146143
Resumo: Rita, P., Guerreiro, J., & Matos, S. (2023). The Influence of Typical Versus Atypical Ads On Sharing Intention. International Journal of Internet Marketing and Advertising, 19(3-4), 231-262. https://doi.org/10.1504/IJIMA.2023.133313
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spelling The Influence of Typical Versus Atypical Ads On Sharing Intentionadvertising campaignsconsumer brand engagement (CBE)celebritiesconsumer neurosciencesharing intentiontypicalityMarketingRita, P., Guerreiro, J., & Matos, S. (2023). The Influence of Typical Versus Atypical Ads On Sharing Intention. International Journal of Internet Marketing and Advertising, 19(3-4), 231-262. https://doi.org/10.1504/IJIMA.2023.133313Consumers are overwhelmed with advertising messages which makes some of them unable to break the clutter to be viewed and shared. The purpose of the current paper is to study how visual attention, arousal, and pleasure may lead to advertising sharing intention. This study followed an experimental design using consumer neuroscience methods, more specifically, eye tracking and electro dermal activity, evaluating how typicality and the celebrity factor can influence consumers’ visual attention and arousal. Participants watched four ad campaign scenarios: a typical ad without celebrities (T), a typical ad with celebrities (TC), an atypical ad without celebrities (A), and an atypical ad with celebrities (AC), with arousal and pleasure being measured through the self-assessment manikin and their sharing intention through a questionnaire. Findings showed that atypical ads generate higher levels of arousal and pleasure, which positively influences sharing intention. Also, when comparing (TC) with (AC), the celebrity factor presents lower arousal levels in the TC scenario.Information Management Research Center (MagIC) - NOVA Information Management SchoolNOVA Information Management School (NOVA IMS)RUNRita, PauloGuerreiro, JoãoMatos, Sara2024-01-25T01:31:57Z2023-10-012023-10-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article32application/pdfhttp://hdl.handle.net/10362/146143eng1477-5212PURE: 46485413https://doi.org/10.1504/IJIMA.2023.133313info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:27:10Zoai:run.unl.pt:10362/146143Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:52:30.354653Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The Influence of Typical Versus Atypical Ads On Sharing Intention
title The Influence of Typical Versus Atypical Ads On Sharing Intention
spellingShingle The Influence of Typical Versus Atypical Ads On Sharing Intention
Rita, Paulo
advertising campaigns
consumer brand engagement (CBE)
celebrities
consumer neuroscience
sharing intention
typicality
Marketing
title_short The Influence of Typical Versus Atypical Ads On Sharing Intention
title_full The Influence of Typical Versus Atypical Ads On Sharing Intention
title_fullStr The Influence of Typical Versus Atypical Ads On Sharing Intention
title_full_unstemmed The Influence of Typical Versus Atypical Ads On Sharing Intention
title_sort The Influence of Typical Versus Atypical Ads On Sharing Intention
author Rita, Paulo
author_facet Rita, Paulo
Guerreiro, João
Matos, Sara
author_role author
author2 Guerreiro, João
Matos, Sara
author2_role author
author
dc.contributor.none.fl_str_mv Information Management Research Center (MagIC) - NOVA Information Management School
NOVA Information Management School (NOVA IMS)
RUN
dc.contributor.author.fl_str_mv Rita, Paulo
Guerreiro, João
Matos, Sara
dc.subject.por.fl_str_mv advertising campaigns
consumer brand engagement (CBE)
celebrities
consumer neuroscience
sharing intention
typicality
Marketing
topic advertising campaigns
consumer brand engagement (CBE)
celebrities
consumer neuroscience
sharing intention
typicality
Marketing
description Rita, P., Guerreiro, J., & Matos, S. (2023). The Influence of Typical Versus Atypical Ads On Sharing Intention. International Journal of Internet Marketing and Advertising, 19(3-4), 231-262. https://doi.org/10.1504/IJIMA.2023.133313
publishDate 2023
dc.date.none.fl_str_mv 2023-10-01
2023-10-01T00:00:00Z
2024-01-25T01:31:57Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/146143
url http://hdl.handle.net/10362/146143
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1477-5212
PURE: 46485413
https://doi.org/10.1504/IJIMA.2023.133313
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 32
application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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