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Does political advertising influence voter turnout in America? In the past communication researchers answered this question by focusing solely on the impact of candidate advertising, with their research yielding contradictory results. This paper breaks the current impasse by broadening the research agenda to include third party sponsors who run attack ads. Through a controlled experiment on a nationwide sample of 505 subjects in the 2008 presidential election, we show that a character attack ad sponsored by a third party advertiser demobilizes turnout, while the exact same ad from a more credible source, a presidential candidate, has no effect. These results suggest that the messenger is more important than the message in influencing participation, and source credibility is most likely the determining factor of such impact. Further, the research design is noteable as it is one of the first in the social sciences to use inexpensive technologies such as Facebook and online polling to conduct an experiment.
The COVID-19 pandemic has been a very strong reminder that the future economic development of any country is more than ever influenced by its ability to ramp-up digital competitiveness. Consequently, enterprises were pushed to assess and develop the possibilities offered by e-commerce and online marketing tools. In this book, experts outline the prerequisites for such online marketing competitiveness and compare the current level of digital marketing competitiveness in Europe by using publicly available macro and micro-level data. The authors present their analyses and recommendations including interviews with over 125 online marketers and e-commerce specialists and present the lessons from digitalization of over 600 SMEs.
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.