Digital Video Advertising: Breakthrough or Extension of TV Advertising in the New Digital Media Landscape?

Round 1

Reviewer 1 Report

Comments and Suggestions for Authors

Overall, the study is unique and well-researched based on prior knowledge. Here are some areas that could be improved:

Literature Review

A thorough summary of the research that has been done on digital advertising, social media, consumer behavior, and related subjects is provided in your literature review. You have done a good job of considering several sources to provide a solid theoretical framework for your research. You may improve the literature review by addressing the gaps or debates that your research seeks to resolve in the body of existing literature. Emphasizing these gaps could help you emphasize your contributions to the field too. I would also suggest trying to rearrange the literature review thematically (since there are so many sources in the paper). This could improve readability and structure. A table presenting this rearrangement could help.  

Methodology

The methodology section outlines the approach used in the research, including the data collection and analysis methods. It appears that the research employed a content analysis approach. This method is both suitable and appropriate for examining and analyzing advertising content. Presenting related studies that used this method can help you justify your decision. In addition, the text mentions the use of coding schemes to categorize and analyze the advertising appeals present in the sample. Describing the specific details of the coding scheme (including the criteria used to categorize the advertisements for example) would be helpful. Additionally, providing more details about the coding process would enhance the transparency and rigor of the methodology. Additionally, if there are any potential limitations or biases associated with content analysis (such as subjectivity in coding which appear quite often in such studies) they should be discussed here too. Consideration of the above would strengthen the methodological approach and provide a more robust foundation for your research findings.

Contribution to Theory

Your paper makes a significant contribution to theory by synthesizing existing research on digital advertising and social media and providing insights into the evolving landscape of advertising in the digital age. To enhance the contribution to theory, consider explicitly discussing the theoretical frameworks or models that underpin your research and how your findings contribute to advancing these theories or understanding specific phenomena.

Overall, your paper provides a thorough analysis of digital advertising trends and their implications. By addressing the suggested areas of improvement, you can enhance the clarity, coherence, and impact of your research.

Author Response

Dear madame/sir,

you can find all the requested changes in the attached file with blue highlight.

For you info, I added a whole new section in LR (2.1), where i discuss the gaps and debates that my research seeks to resolve in the body of existing literature. Moreover, I enriched the methofology section as it was recommended, focusing on the limitations of the current research. Finally, i tried to elaborate on the contribution to the theory and the manegerial imlications according to your guidelines.

For any further questions I remain at your disposal.

Kind regards,

Author Response File: Author Response.pdf

Reviewer 2 Report

Comments and Suggestions for Authors

Dear autors, the work is very interesting and raises questions that contribute to the discussion about media, content and its evolution.

It is important to clarify the use of the research instrument, was it evaluated by experts? is it an existing version of method and form?

It is important that the authors update some concepts, among these "Ultramediations", Content selection trace among media platforms, Approaches and Technologies in Advertising.

Comments on the Quality of English Language

It is advisable to review the use of grammatical tenses in English; some words do not seem to adequately explain what is being expressed (the language).

Author Response

Dear madame/sir,

you can find all the requested changes in the attached file with blue highlight (in regards to the content) and with yellow highlight (in regards to the grammar).

For you info, I added a whole new section in LR (2.1), where i discuss the gaps and debates that my research seeks to resolve in the body of existing literature. Moreover, I enriched the methofology section as it was recommended, focusing on the limitations of the current research. Finally, I tried to elaborate on the contribution to the theory and the manegerial imlications according to your guidelines.

For any further questions I remain at your disposal.

Kind regards,

Author Response File: Author Response.pdf

Round 2

Reviewer 2 Report

Comments and Suggestions for Authors

I thank the authors for the corrections made, the work is now better and clearly contributes to the scientific nature of the study.