influencers

Consumer Ambassadors Promote Prosocial Behavior for Themselves & Others

Consumer Ambassadors Promote Prosocial Behavior for Themselves & Others

Using consumers as “ambassadors” has many benefits, research has shown. They can help organizations promote their prosocial messages about the environment and other issues and might even become the impetus behind positive behaviors across social networks. However, the greatest impact and the most persistent one, may be on the ambassador themselves, especially those who were less than environmentally conscious at the outset.

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Today’s Social Media Landscape

  • Posted: April 13, 2023

The ARF’s Social Council has reported on the results of a survey of 2,490 social media users (conducted in partnership with Dynata) on social media’s role in the lives and experiences of its users.

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LGBTQ Social Media Use

  • Posted: March 30, 2023

A study by the GLAAD Media Institute found that “LGBTQ audiences are nearly two times more likely to be heavy social media users and significantly more likely to have used a streaming service in the previous seven days…” Read more »

The Future of Social Media for Marketers

The Future of Social Media for Marketers

  • By Stephanie, Scalice, Young Pros Chair, LinkedIn

On March 16, 2023, the ARF Young Pros led an exploration of the ongoing transformation and future trajectory of social media to help organizations navigate the landscape and create more strategic social media plans. Panelists discussed trends, the role of influencers, creative branding campaigns and more.

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Do I Have Your Attention? Banner Blindness Tactics, Roadblock Ads and Influencer Cues

Do I Have Your Attention? Banner Blindness Tactics, Roadblock Ads and Influencer Cues

  • Inside the Journal of Advertising Research

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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How to Flag Fake Reviews without Targeting Legitimate Ones

How to Flag Fake Reviews without Targeting Legitimate Ones

  • MSI

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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