Johannes Knoll

Advertising in social media: a review of empirical evidence

This article presents an up-to-date review of academic and empirical research on advertising in social media. Two international databases from business and communication studies were searched, identifying 51 relevant studies. The findings of the identified studies were organized by seven emerging themes: use of advertising in social media, attitudes about and exposure to advertising, targeting, user-generated content in advertising, electronic word-of-mouth in advertising, consumer-generated advertising, and further advertising effects. Besides researched topics and major results, year of publication, journal, theoretical framework, research method, sample, measured constructs, and way of analysis were examined regarding each article. The review concludes by providing an agenda for future research.

Good guy vs. bad guy: the influence of parasocial interactions with media characters on brand placement effects

Although brand placements are frequently associated with media characters within movies or TV series, and viewers are well known to relate to such characters, previous research has scarcely dealt with media characters’ influence on brand placement effects. Addressing this, two studies investigate the influence of parasocial interactions with media characters on perceptions of brands related to media characters. The first study applied a 1 × 2 between-subjects design, assuming that positively represented characters elicit greater parasocial interaction and, subsequently, more favourable brand attitudes compared with negatively represented characters. The results confirm the assumed indirect effect. A second study was able to replicate the first studys findings in a different setting and to introduce brand familiarity as an important moderator of the mediation found in the first and second study (moderated mediation). The underlying mechanism and implications are discussed.

Mood Effects of Televised Sports Events The Impact of FIFA World Cups on Viewers’ Mood and Judgments

Television viewers attend to sports programs primarily to gain emotional rewards. As not only wins but also defeats are inherently rooted in sport competitions, television viewers can be positively as well as negatively affected in their feelings when watching sports on television. Interestingly, some studies were able to show that the feelings evoked by watching sport television also influence viewers’ judgments, following feeling-as-information theory. The present study builds on these results by investigating the mood effect of viewing televised football Fédération Internationale de Football Association World Cup games on personal as well as economic estimations of viewers. A quasi-experimental design was employed, assessing the moods and estimations of viewers before and after a win and a defeat of the German national team. The results support feeling-as-information theory, as viewers reported enhanced mood and estimations after watching the victory. Results of previous studies are extended, as longer term effects are included and the mediating role of mood was explicitly tested and supported.

The “Spiral of Silence” Revisited: A Meta-Analysis on the Relationship Between Perceptions of Opinion Support and Political Opinion Expression:

The key assumption of spiral of silence theory is that opinion climate perceptions affect political opinion expression. We meta-analyzed the strength of this relationship and clarified the impact of theoretically relevant moderators. Sixty-six studies collectively including more than 27,000 participants were located. We observed a significant positive relationship (r = .10; Zr = .10) between opinion climate and opinion expression. This relationship was not weaker in online as compared with offline opinion expression environments. Also, the relationship did not vary by the number of the targets of opinion expression, the opinion of the targets, the opinion climate characteristics, and the design, measurement, and sample characteristics. The largest silencing effect (r = .34), however, was observed when participants talk to their family, friends, or neighbors about obtrusive issues. Overall, our findings suggest that the relationship between opinion climate perception and political opinion expression is stronger and more robust than previously thought.

How long does celebrity meaning transfer last? Delayed effects and the moderating roles of brand experience, celebrity liking, and age

Extending previous research on celebrity endorsements, the study investigates whether the meaning of celebrities is transferred to endorsed brands and how transfer effects develop over time. Additionally, the moderating roles of brand experience, celebrity liking, and consumers’ age are investigated. The hypothesized effects are modeled using a propositional learning approach with an experimental repeated-measures design (panel data). Results confirm the assumed meaning transfer effect. In addition, the effects appear to be substantially stronger after about a week indicating some type of sleeper effect. Furthermore, the effects increase with increasing brand experience and celebrity liking. Adolescent consumers are not differently affected when compared to adults and controlled for the differing levels of brand experience. Results are discussed in light of propositional learning theory. Future areas of research are proposed.

Advertising in social network sites – Investigating the social influence of user-generated content on online advertising effects

Abstract In today’s social online world there is a variety of interaction and participatory possibilities which enable web users to actively produce content themselves. This user-generated content is omnipresent in the web and there is growing evidence that it is used to select or evaluate professionally created online information. The present study investigated how this surrounding content affects online advertising by drawing from social influence theory. Specifically, it was assumed that web users sharing an interpersonal relationship (interpersonal influence) and/or a group membership (collective influence) with authors of user-generated content which appears next to advertising on the web page are more strongly influenced in their response to the advertising than unrelated users. These assumptions were tested in a 2 × 2 between-subject experiment with 118 students who were exposed to four different Facebook profiles that differed in terms of interpersonal connection to the source (existent/non-existent) and collective connection to the source (existent/non-existent). The results show a significant impact in the case of collective influence, but not in the case of interpersonal influence. The underlying mechanisms of this effect and implications of the results for online advertising are discussed.

Sexualizing Media Use and Self-Objectification: A Meta-Analysis

Objectification theorists suggest that exposure to sexualizing media increases self-objectification among individuals. Correlational and experimental research examining this relation has received growing attention. The aim of this meta-analysis was to investigate the influence of sexualizing media use on self-objectification among women and men. For this purpose, we analyzed 54 papers yielding 50 independent studies and 261 effect sizes. The data revealed a positive, moderate effect of sexualizing media on self-objectification (r = .19). The effect was significant and robust, 95% CI [.15, .23], p < .0001. We identified a conditional effect of media type, suggesting that the use of video games and/or online media led to stronger self-objectification effects when compared to television use. Other sample characteristics or study characteristics did not moderate the overall effect. Thus, our findings highlight the importance of sexualizing media exposure on women’s and men’s objectified self-concept. We discuss future research directions and implications for practice. We hope that the article will stimulate researchers in their future work to address the research gaps outlined here. Moreover, we hope that the findings will encourage practitioners and parents to reflect on the role of the use of sexualizing media in the development of individuals’ self-objectification. Additional online materials for this article are available on PWQ’s website at http://journals.sagepub.com/doi/suppl10.1177/0361684317743019

The social media political participation model: A goal systems theory perspective

Although studies suggest that the use of social media can promote political participation (PP), there is a lack of theorizing about the psychological processes underlying this relationship. This article attempts to fill this gap by suggesting a social media political participation model. Taking a goal systemic perspective, the model specifies a set of interrelated processes that need to be realized so that social media use affects PP. Furthermore, key contingent conditions are outlined and insights into fostering PP are offered. The article explains ways of testing the model with surveys and experiments. Implications for future research are discussed.

‘Girls just want to have fun?’ Sex differences in motives of watching the FIFA World Cup and the UEFA European Championship

Abstract With global media attention and a global reach, mega-sporting events play a crucial role in sports communication. Although the audience of these events has traditionally been overwhelmingly male, in recent years they have attracted an increasing number of women. The present paper therefore explores women’s and men’s motives for watching three mega-sporting events – FIFA World Cup 2006, the UEFA European Championship 2008 and FIFA World Cup 2010 – and compares the intensities of the three central motives of thrill, entertainment and information, especially as they relate to participants’ levels of general interest in sport. The results indicate that as their interest in sport increases, the differences between the motives of women and men decrease. This finding provides valuable initial insights into the increasing popularity of mega-sporting events among women.

Effects of Women’s Football Broadcastings on Viewers’ Moods and Judgments Investigating the Moderating Role of Team Identification and Sex

The objective of this article is to improve the understanding of mood and judgment effects evoked by major televised sport events like national football matches. According to disposition theory of sport spectatorship, viewers’ affective experiences, specifically their moods, are assumed to be affected by the outcomes of the matches they watch. This study tests whether these mood effects depend on viewers’ team identification as well as viewers’ sex. Moreover, past research has indicated that mood changes as effects of sport viewing could influence viewers’ subsequent judgments in line with feeling-as-information theory. Based on this line of arguments, a quasi-experimental pre-post-test study with 180 participants was conducted to assess the moods and judgments (self-confidence, evaluation of the economic situation, government satisfaction) of viewers before and after a win and a defeat of the German national football team during the 2011 women’s FIFA World Cup. The results support disposition theory of sport spectatorship as well as feeling-as-information theory and give new insights into the moderating role of team identification and sex.