What is “De-influencing”?
A new term has been added to the marketing vocabulary: “de-influencing.” Will it become an important trend?
influencers
- Targets & Segments
- Article
Negative TV & Film Characters Can Be Effective Product Endorsers
Negative or outlaw film and television characters, like Breaking Bad’s antihero and drug kingpin Walter White, are liked and trusted less than their real-world counterparts, yet can be effective product endorsers, new research has found, opening the door to a novel and creative marketing tactic.
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- Past Event Highlights
- Article
Do I Have Your Attention? Banner Blindness Tactics, Roadblock Ads and Influencer Cues
At this Insights Studio, speakers on four different continents presented their work published in the JAR, with common themes of attention and frequency. Two presentations focused on banner blindness tactics: one compared the effectiveness of personalization and extreme creative strategies, while the other showed how unexpected ads like pop-ups and floaters drive attention and shape attitudes. A study on roadblock advertising tackled the question: Is this attention-getting tactic worth the substantial cost? And lastly: effects of influencer disclosures over time within a framework of consumer skepticism. A lively Q&A discussion explored the roles of attention and inattention in creative and media, contextual nuances, frequency effects of roadblock advertising and influencer disclosures, differences in attention factors across cultures, and the need for more research overall in the area of attention.
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- Audience & Media Measurement
- Article
How to Flag Fake Reviews without Targeting Legitimate Ones
Online reviews can have a substantial impact on the consumer decision-making process. That makes them crucial to firms and online marketplaces. Some sellers are sometimes tempted to manipulate ratings to give their products fake, positive reviews. As a result, it’s important for such marketplaces, like Amazon, to eliminate fake reviews. Some methods use metadata, review characteristics, text or images to remove such reviews. This may also flag legitimate ones, however. Researchers in this study found a method using the network structure of reviews to reveal fakes without wrongly targeting authentic ones.
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- Past Event Highlights
- Article
What the Metaverse Means for Marketers
On September 21, 2022, speakers from Kantar, Meta, Next Media Partners, Snap, VMLY&R, Wunderman Thompson Intelligence and XRGuild shared insights into how the Metaverse will impact marketers. They discussed implications for interoperability as well as paid advertising.
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- Targets & Segments
- Article
How AI and Deepfakes Could Reshape the Advertising Industry
Artificial intelligence is already changing advertising, but how will it reshape it moving forward? Researchers unpack the potential effects of three different forms of AI—analytic, interpretive and creative—on seven categories of advertising industry stakeholders. Can those who embrace the evolving creative AI mechanisms get ahead of competitors?
Member Only AccessMeasuring Influencer Impact
The ANA has introduced a set of guidelines for influencer marketing measurement to help advertisers better assess influencer marketing’s value. Read more »
New JAR Editor
After eight years as editor-in-chief of the Journal of Advertising Research, Dr. John B. Ford is succeeded by Dr. Colin Campbell, Associate Professor of Marketing at the University of San Diego’s Knauss School of Business, effective September 1st.
JAR Update
New research insights are available in a report in the Journal of Advertising Research’s Insights Studio and on the Digital First section of its website. Read more »