Elizabeth Taylor Quilliam

The multidimensional nature and brand impact of user-generated ad parodies in social media

What is the impact of ad parodies on the brands they spoof? This question arises from the recent confluence of heightening comedic interest in parodying advertising and the growing trend of amateurs creating their own ad parodies in social media. This article reports on a multi-phase study investigating the key dimensions of ad parodies and how they influence brand attitudes, attitudes towards the parodies, and intention to pass along the parodies. Four primary dimensions of ad parodies were discovered: humour, truth, mockery and offensiveness. Humour and truth were positively related to attitudes towards the parodies and intention to pass them along, while offensiveness was negatively related to attitudes towards the parodies. However, the dimensions of ad parodies had no impact on brand attitudes. The results demonstrate that, although advertisers should be aware of this trend, they can take comfort in consumers’ ability to distinguish between brand messages and entertainment.

Alcohol's Getting a Bit More Social: When Alcohol Marketing Messages on Facebook Increase Young Adults’ Intentions to Imbibe

This study investigates the effects of social media marketing of alcoholic beverages using a 2 (likes: low vs. high) × 2 (shares: low vs. high) × 3 (display ad type: alcohol ad vs. antibinge drinking PSA vs. local bank) × 6 (status update repetitions) experimental design. The study examines how evaluations of alcohol marketing status updates and display advertisements predict social media users’ intentions to consume alcohol, as a function of message virality and display ad type. Participants’ viral behavioral intentions (intentions to like, share, and comment on) for status updates were strongest in predicting intentions to consume alcohol, and this relationship was strongest when the Facebook status update had high likes and shares. The article argues that alcohol marketing on social media reflects a social norm of alcohol consumption, which leads users to consume more alcoholic drinks. Findings are discussed within the framework of persuasion theories and policy changes regarding regulation of alcohol marketing on social media.

Between likes and shares: effects of emotional appeal and virality on the persuasiveness of anticyberbullying messages on Facebook

Growth in the popularity of social networking sites (SNSs) such as Facebook has been accompanied by unintended negative results (e.g., cyberbullying). SNSs could offer solutions, as well. In this article, we explore the persuasive effects of the emotional appeal and message virality of Facebook status updates. Using status updates for a fictitious anticyberbullying organization, we conducted a 3×2×2×3 (emotional tone × affective evaluation × viral reach × message repetition) mixed factorial experiment (N=365). Positive messages resulted in more positive message evaluations and stronger anticyberbullying attitudes and viral behavioral intentions. Further, low message virality led to the most favorable message evaluations, while high virality resulted in stronger anticyberbullying attitudes.

Age-dependent effects of food advergame brand integration and interactivity

Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic. Free branded online advergames are ubiquitous. Using a customised online game, this study examined how food advergames exert their influence on children. The findings of the experiment demonstrate the effects of brand integration and interactivity (playing versus watching) on children’s brand recall, attitudes, taste expectations, purchase requests and health perceptions for brands placed in a game. The results offer evidence that younger children are responsive to advergames and warrant additional study in this domain.

Saw it on Facebook, drank it at the bar! Effects of exposure to Facebook alcohol ads on alcohol-related behaviors.

ABSTRACT Using a 2 (beverage: beer versus water) × 2 (brand familiarity: familiar versus unfamiliar) × 3 (message repetition) mixed factorial experiment, this study investigated the effects of exposure to Facebook alcohol advertisements on intentions to consume alcohol and alcohol-related behaviors (gift card choice: bar versus coffee shop). Participants (N = 121) were exposed to Facebook ads for familiar or unfamiliar beer or water brands. Participants were more likely to select a bar than a coffee shop gift card upon exposure to beer versus water ads, which was moderated by brand familiarity and risky alcohol use (Alcohol Use Disorders Identification Test [AUDIT]). In addition, participants’ expression of intentions to consume alcohol was conditional to AUDIT and brand familiarity. Findings are discussed within the framework of the mere exposure and priming effects. The policy implications of social media advertising of alcohol are discussed.

Consistency of nutrition recommendations for foods marketed to children in the United States, 2009-2010

Introduction Food marketing has emerged as an environmental factor that shapes children’s dietary behaviors. “Advergames,” or free online games designed to promote branded products, are an example of evolving food marketing tactics aimed at children. Our primary objective was to classify foods marketed to children (aged 2–11 y) in advergames as those meeting or not meeting nutrition recommendations of the US Department of Agriculture (USDA), Food & Drug Administration (FDA), Center for Science in the Public Interest (CSPI), and the Institute of Medicine (IOM). We document the consistency of classification of those foods across agency guidelines and offer policy recommendations. Methods We used comScore Media Builder Metrix to identify 143 websites that marketed foods (n = 439) to children aged 2 to 11 years through advergames. Foods were classified on the basis of each of the 4 agency criteria. Food nutrient labels provided information on serving size, calories, micronutrients, and macronutrients. Results The websites advertised 254 meals, 101 snacks, and 84 beverages. Proportions of meals and snacks meeting USDA and FDA recommendations were similarly low, with the exception of saturated fat in meals and sodium content in snacks. Inconsistency in recommendations was evidenced by only a small proportion of meals and fewer snacks meeting the recommendations of all the agencies per their guidelines. Beverage recommendations were also inconsistent across the 3 agencies that provide recommendations (USDA, IOM, and CSPI). Most (65%–95%) beverages advertised in advergames did not meet some of these recommendations. Conclusion Our findings indicate that a large number of foods with low nutritional value are being marketed to children via advergames. A standardized system of food marketing guidance is needed to better inform the public about healthfulness of foods advertised to children.

The effect of hand-hygiene interventions on infectious disease-associated absenteeism in elementary schools: A systematic literature review

Background: Hand‐hygiene interventions are widely used in schools but their effect on reducing absenteeism is not well known. Methods: The aim of our literature review was to determine whether implementation of a hand‐hygiene intervention reduced infectious disease‐associated absenteeism in elementary schools. The eligible studies (N = 19), published between 1996 and 2014, were summarized and the methodologic quality of each was assessed. Results: Our review indicated evidence is available to show hand‐hygiene interventions had an effect on reducing acute gastrointestinal illness‐associated absenteeism but inadequate evidence is available to show an effect on respiratory illness‐associated absenteeism. Conclusions: The methodologic quality assessment of eligible studies revealed common design flaws, such as lack of randomization, blinding, and attrition, which must be addressed in future studies to strengthen the evidence base on the effect of hand‐hygiene interventions on school absenteeism.

Mega, monster or misplaced? Do portion size brand extensions meet consumer needs?

Purpose – The purpose of this paper is to examine the brand extension tactics of food marketers, considering the implications in view of public health concerns related to obesity.Design/methodology/approach – The paper provides examples of food marketers that have introduced and promoted healthy menu or product options and examples of product line extensions that are based on larger size as the differentiating attribute.Findings – The paper finds that brand extensions that are based solely on introducing larger sizes may meet consumer needs and benefit organizations in the short term, but at the risk of diluting brand equity and compromising societys long‐term health goals.Practical implications – The paper suggests that food marketers should consider long‐term brand equity issues and societal needs as well as short‐term corporate goals and immediate consumer needs when extending their brands.Originality/value – The paper provides guidance for food marketers, identifying the potential shortcomings in app...

Sorry for your loss, now when will we be paid? Customer service after death of a customer

Purpose – The purpose of this paper is to explore how retail organizations serve heirs attempting to settle estates, suggesting that companies providing minimal customer service risk driving away future business, while those companies that seek solutions to ease the estate settlement process can acquire new customer relationships from heirs and beneficiaries.Design/methodology/approach – The paper provides examples of companies that adhere to strict rules, minimal service, or emphasis on cost reduction, comparing them to companies with more flexible and compassionate approaches to estate settlement.Findings – An approach to customer service centered on meeting customer needs can enhance an organizations reputation. By contrast, those reliant on rigid policies risk losing long‐term business opportunities.Practical implications – Companies can gain new customer relationships by improving the way they handle estate claims and provide service to executors, administrators, heirs, and beneficiaries. Financial ...

A content analysis of hand hygiene materials targeting elementary-age children

Millions of dollars have been spent on the design and dissemination of educational materials to improve handwashing to prevent infectious diseases. School-age children have been the focus of many of these efforts; yet little is known about the content of these materials. This study uses content analysis to examine the theoretical and motivational trends as well as the communication approach used in a sample of hand hygiene intervention materials targeting elementary-age children. Two trained coders analyzed 144 communication materials. Study results indicate that educational materials infrequently exhibit information consistent with theories of communication for behavior change, commonly use fear-based messaging, and rarely recommend using technology in the design of the interventions. Implications for future research and the design of more strategic, child-focused hand hygiene interventions are discussed.