Joon Soo Lim

The cross-platform synergies of digital video advertising

We examined the synergy effect of digital video advertising.Ad repetition on multiple media had greater persuasive effects than a single medium.Multiple-media repetitions induced greater ad/brand credibility than single media repetitions.The multiple-media repetition yielded more positive cognitive responses.The cross-media advertising induced more positive attitudes toward the brand. This study examines the synergy effect of digital video advertising through television, mobile TV, and the Internet on general outcomes of advertising effectiveness. In a 3 (paired media conditions for ad repetition)i?2 (product involvement) mixed factorial design, we examined empirical outcomes of the cross-media synergy effect.The results show that participants exposed to repetitive ads on paired media of television, Internet, and mobile TV have greater perceived message credibility, ad credibility, and brand credibility than counterparts exposed to repetitive ads from a single medium. The multiple-media repetition also generated more positive cognitive responses, attitude toward the brand, and higher purchase intention than the single-medium repetition. Finally, the cross-platform synergy effect remained robust for different levels of product involvement.

Choosing the right message for the right cause in social cause advertising: type of social cause message, perceived company–cause fit and the persuasiveness of communication

This study introduces two different types of communication strategies in social cause advertising: a partake-in-our-cause message attempts to engage audiences to take part in a social cause, whereas a promotional social cause message simply conveys information on what a company does for the social cause. The results of two experiments showed that the type of social cause message and the company–cause fit interacted to influence the perceptual and behavioral intention variables related to the company sponsoring the social cause. The partake-in-our-cause message led to more favourable perceptions and stronger behavioral intentions about the company when the company–cause fit was low, rather than high, and such a relationship was partly mediated by the perceived corporate self-serving motive and shared support for the social cause. In contrast, the promotional social cause message appeared to be more persuasive when the company–cause fit was high, rather than low, due in part to the enhanced processing fluency. These findings suggest different psychological mechanisms for each type of social cause message. Implications of the findings and future research directions are discussed.

“Will You Join Us?” Use of the Partake-in-Our-Cause (PIOC) Message in Light of Negative News

This study examines the effects of a partake-in-our-cause (PIOC) message in CSR communication on reducing negative evaluations for a company experiencing negative news. In Experiment 1, we tested the effects of PIOC on individuals’ attention to the message, cognitive responses, and company evaluations. Results show that participants exposed to a PIOC message demonstrate fewer negative company-related thoughts and more positive company evaluations than participants exposed to a non-PIOC message. Experiment 2 was conducted to corroborate the results in an international setting and in comparison with the deliberate silence strategy. Results show that a PIOC message condition induced more positive company evaluations, while also reducing negative cognitive responses relative to a non-PIOC message and a nonresponse condition.

How a paracrisis situation is instigated by an online firestorm and visual mockery: Testing a paracrisis development model

Abstract On the framework of cognitive appraisal theory, the current research proposes a paracrisis development model that illustrates how the cognitive appraisal of social norms and visual mockery in the social media evokes negative affect and subsequent coping behaviors in terms of boycotts. To test the model, an online experiment was conducted simulating a real-world paracrisis situation in which a users Facebook commentary regarding a companys billboard ad sparked a social media outcry. Results of the study showed that both social proof and visual mockery played a role in the negative climate of opinion and perception of a crisis. Social proof and visual mockery also aroused negative affect. Notably, visual mockery affected negative affect of self rather than others, while social proof had a greater impact on negative affect of others than self. The elicited negative affect not only increased boycott intentions but it also mediated the effect of visual mockery on boycott intentions. In conclusion, the paracrisis development model showed empirical evidence for the role of social media triggered events in forming a crisis perception and potentially leading to boycotts in the interplay of social proof and visual mockery.

Consumer perceptions of online advertising of weight loss products: the role of social norms and perceived deception

Abstract Despite the prevalence of unsubstantiated claims in online advertising of weight loss products (OAWP), consumers tend to believe they are less susceptible to advertising claims than others. Based on a sample of American women (N = 684), drawn from Mechanical Turk, the current study examined the third-person effect of OAWP. After confirming the robustness of the third-person perception hypothesis, a structural equation model examined the third-person effect (TPE) of OAWP on restrictive and corrective actions. On the perceptual component of TPE, the model also elaborates the effects of descriptive and injunctive norms, usage of weight loss products, and perceived deception on the presumed influence of OAWP on self and others. The results of SEM implied that prior use and injunctive norms played important roles in the likelihood that consumers support government regulation and engage in corrective action. Results also showed that as perceived deception of OAWP increased, so did the perceived influence of OAWP on others. Perceived deception also significantly increased support for government regulation of OAWP.