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The main purpose of this study was to investigate whether audiences are sensitive to the credibility and identity of the various news providers on the World Wide Web and, if so, what are the effects of perceived source credibility and identity on cognitive, attitudinal, and conative responses to the online news services and their content, both news and advertising. An experiment was conducted with two different samples, a convenience sample of 471 undergraduate students, and a sample of 402 Midwestern community residents, more than half of them recruited randomly. The main manipulation, identity of an online news provider, had four levels: a newspaper online (source identified, associated with journalism); a television network online (source identified, associated with journalism, but representing a different medium), a travel agency online (source identified, no association with journalism), and no identity (control, also testing the default inferences about the particular Web news service viewed). An exploratory part of the study found people are sensitive to source, specifically whether it is identified or not; to the content presented in the media; and to the technology that delivers the content. Tests of twelve hypotheses showed people are also sensitive to the identity of the online content provider, specifically whether it is associated with journalism or not and whether it is specialized in a particular area. Further, participants differed in their responses to a newspaper online and a television network online. Among the four experimental conditions, sources associated with journalism, e.g., an online newspaper or a television network online, were found most credible. Stories and ads in them were perceived as most credible. Stories were more likely to be correctly recalled if the source was perceived to be a newspaper. There was also some evidence for better ad recall and ad claim recognition in the newspaper and television conditions. Attitudes toward the stories were most positive in the newspaper as perceived source. Attitudes toward the brands were the best in the television condition and there was also evidence the newspaper condition was positively associated with attitudes toward the brands. Finally, likelihood of subscribing to the online news service was the highest among those participants in the student sample who perceived the online source as a newspaper.
Today, new media enter our lives faster than ever before. This volume provides a complete, state-of-the-art overview of the newest media technologies and how they can be used in marketing communications - essential information for any organization that wants to maintain an effective advertising program, as well as for experts and students in the fields of advertising and mass communications. Advertising, Promotion, and New Media offers crucial insights on the use of cutting-edge techniques including 3-D advertising, mobile advertising, advergames, interactivity, and netvertising images, as well as more familiar Internet advertising formats such as banner ads and pop-ups. It also discusses such important topics as how to select online affiliates, and how to assess the effectiveness of new media advertising and compare it with traditional formats. Throughout the book, the chapter authors offer up-to-date information and thought provoking ideas on emerging technology and how it can be used effectively for advertising and promotion in the future.
Looks at the emerging phenomenon of online journalism, including Weblogs, Internet chat groups, and email, and how anyone can produce news.
Although much excitement has arisen over the potential for "interactivity" on the Web, very little is understood about what exactly creates a sense of interactivity and what impact it has on user behavior. Businesses are spending millions of dollars to add interactivity to their Web sites, in the form of games, animated pictures, and personalization tools, without knowing exactly what impact this has on their customers. In this research, the critical components of this computer-mediated interactivity and, more broadly, the larger realm of virtual experiences that it can create are explored. In doing so, I investigate the impact of the new media capabilities on consumers' interpretations of these experiences and the product-based persuasion that results from them. Given that direct product experience is usually the optimal method for consumers to learn about product information (Berger and Mitchell 1989; Marks and Kamins 1988; Smith and Swinyard 1988; Wu and Shaffer 1987), one of a marketer's goals should be to strive for verisimilitude in any indirect communications. This research explores how the Web might emulate direct experience and how the effects of these virtual experiences might differ from those resulting from exposure to traditional advertising media. In order to measure the sense of experience within a computer-mediated environment, I employ the construct of telepresence. Telepresence is defined as a sense of presence in a mediated environment, wherein the user experiences the computer-mediated environment as less mediated than it actually is (Steuer 1992). This construct of telepresence is also used to evaluate the process by which media characteristics influence consumer responses to marketing communications. The two primary objectives of this research are to understand how telepresence is created and how it affects consumer response to computer-mediated communications. I explore two critical media characteristics that are hypothesized to influence telepresence: (1) user control and (2) media richness. The potential for user control is a critical element of interactivity (Lombard and Snyder-Duch 2001). In addition, on the Web, it is controllable by the marketer Web (Ariely 2000). Media richness represents the sensory breadth (number of communication channels) and depth (quality within each channel) of the stimuli (Steuer 1992). As the degree of telepresence increases, the more similar the mediated experience will be to an actual direct product experience. Thus, when a state of telepresence is created in a persuasive communication, marketers may expect consumers to develop more intense attitudes and beliefs toward the product and its attributes than they would in a more mediated communication experience, such as that typically engendered by television or print advertisements (Fazio and Zanna 1981). Two experiments are conducted using a 2 (media richness) X 2 (user control) design in a computer-mediated environment (Figure 1). Wine (Study 1) and face cream (Study 2) are used because of the importance of experience attributes in product selection and preference formation for these two categories. Control is operationalized as control over the form of the information - the order of information acquisition, holding the information content constant. "High user control" participants had control over the order in which they viewed the categories. These participants could view the categories in any order they desired, but were required to see all before exiting. The subjects in the "low user control" condition were guided through the topics in a pre-determined order. Media richness was operationalized via the modality of the medium. That is, media breadth was manipulated, while holding depth constant. In the low media richness condition participants were exposed to text and still pictures, with no sound. In the high media richness condition, full-motion video and sound were added. Both stimuli were pre-tested to to assure information equivalence. Telepresence is measured with a variation of the 7-item scale employed by Kim and Biocca (1997) and Novak et al. (2000). Attribute belief strength and product attitude intensity measures are also collected. The results show that both user control and media richness had significant positive influences on the creation of telepresence and on product attribute beliefs and overall attitudes toward the product. In Study 2, we also find a significant positive interaction effect between user control and media richness in the creation of telepresence. In both studies, telepresence was found to have a significant and positive impact on persuasion at both the attribute and product levels. Moreover, the results reveal the process by which this occurs; telepresence is shown to serve as a mediating variable in the relationship between these two media characteristics, represented through a "realism index," and attribute and product-level persuasion. Finally, I test two variations of the 7-item telepresence scale; comparisons of the results with those from previous studies provide further evidence of the unidimensionality of this scale and offer suggestions for future scale refinements. This study answers a number of key questions about consumer response to advertising in computer-mediated environments. This research has demonstrated a novel way of operationalizing control and media richness in a computer-mediated environment, and of measuring the role of telepresence in the process. A systematic program of research exploring the impact of the many facets of control and combinations of modalities on different types of individuals is necessary before we can be confident in our understanding of the impact of computer-mediated product experiences on consumer behavior.
Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Complete proceedings of the 2nd European Conference on Social Media Porto Portugal Published by Academic Conferences and Publishing International Limited
Uniquely relating social media communication research to its computer-mediated communication foundation, as well as digital and emerging media trends, this handbook is an indispensable resource whether you're a graduate student or a seasoned practitioner.