Search Results (38)

This research examines the transformation of film and TV series consumption within the contemporary media landscape, characterized by digital plenitude and Over-the-Top (OTT) dominance. The study investigates how users navigate the transition from linear broadcasting toward on-demand, platform-centric environments. Through an exploratory qualitative approach as the initial phase of a broader study, 18 semi-structured interviews were conducted with a demographically diverse group of Hungarian participants whose primary commonality is active film and TV series consumption. The findings highlight a rejection of traditional linear television, driven by an aversion to intrusive advertising and a demand for temporal autonomy. While mobile devices, particularly smartphones, are central to this shift, consumption remains predominantly stationary; users prioritize the flexibility of cross-device access within the domestic environment over mobile viewing during transit. Furthermore, the study identifies a growing friction caused by content fragmentation between different OTT platforms and rising subscription costs, while digital piracy persists as a marginal alternative. Ultimately, the study concludes that the modern audience acts as a strategic user navigating a complex ecosystem of excess. This underscores a fundamental shift where the cultural value of content is increasingly defined by the tension between individual agency and the systemic constraints of competing services. Full article

This article examines the critical role of archival exploration in decoding the painting practice of a modern Singaporean artist Liu Kang (1911–2004). Given Liu Kang’s undocumented artistic process and the absence of preserved paint tubes or technical notes, the research methodology combined a wide range of primary and secondary archival records with previous analytical investigations of his paintings. By examining works from the National Gallery Singapore and the Liu family collections created between 1927 and 1999, the research deduced the brands and types of materials he used. Hence, this article highlights the crucial and complementary role of diverse archival sources in technical art research. Consequently, primary archival sources, such as interviews with the artist, studio photographs and a TV documentary, provided evidence of his tools and methods. These were cross-referenced with secondary sources, including colourmen printed advertisements, trade directories and colourmen catalogues, which established the availability of art supplies in Shanghai, Paris, and Singapore throughout his career. Ultimately, these diverse archival sources enriched our understanding of Liu Kang’s painting practice. They connected the historical context of his artistic activities with the technical data, allowing the research to piece together narratives that might otherwise have remained obscured. Full article

Background/Objectives: HPV vaccination rates among U.S. young adults remain unchanged at 47% since 2019. Barriers including misinformation, vaccine hesitancy, and stigma surrounding HPV’s long-standing association with sexually transmitted infections have limited widespread acceptance among the male population. This experimental study explores how prevention messages incorporating an emotional flow element may influence vaccination intention. It also examines whether vaccination status may differentiate pre-exposure risk-taking tendencies and vaccine perceptions—as well as post-exposure HPV susceptibility, HPV severity, vaccine effectiveness, and emotional response—among young adults. Methods: A one-factor between-subjects experiment (including facts-only vs. facts→threat vs. facts→threat→hope conditions) was conducted online with a group of Gen Z college students at a U.S. university (N = 440). Results: ANCOVA results indicated that emotional flow embedded in the three message conditions did not result in significantly different emotional responses (across all participants) or vaccination intention among the unvaccinated participants. Whereas vaccinated participants reported greater perceived vaccine benefits, HPV susceptibility, HPV severity, and vaccine effectiveness, unvaccinated participants exhibited stronger emotional responses toward the facts→threat→hope message instead. Regression results revealed that vaccine perceptions, risk-taking tendencies, HPV susceptibility, and emotional response significantly predicted vaccination intention, in that order. TV advertising was identified as the leading HPV information source, followed by social media advertisements and recommendations from health professionals. Conclusions: These findings highlight that incorporating emotional flow may enhance message engagement among unvaccinated individuals. HPV campaigns should consider increasing positive vaccine perceptions, alleviating perceived threat of HPV, and eliciting positive emotional response toward vaccination acceptance and adoption. Full article

The aim of this paper is to shape the identity of digital video advertising in the new digital media landscape, focusing on whether and to what extent popular digital ads on social media are differentiated from traditional television ads in the context of the convergence of traditional and new electronic media. Content analysis was preferred for the study of popular advertising content in social media. In this respect, the differentiation of digital video advertising from its television counterpart is examined in terms of the properties and effects of the transmission medium itself on the advertising content and of the features of the digital advertising content itself. Out of the findings emerged that digital video advertising is still in a phase of adaptation/transition, consisting of only a potential breakthrough in the contemporary media environment, since it has not yet exhausted the possibilities offered by the internet and Web 2.0. Currently, digital advertising only partially incorporates and exploits the advantages of enriched, multimedia, interactive, and personalized content, characteristics that would potentially differentiate it to a greater extent from advertising shown in traditional media, especially television. Full article

Measuring the immediate impact of television advertisements (TV ads) on online traffic poses significant challenges in many aspects. Nonetheless, a comprehensive consideration is essential to fully grasp consumer reactions to TV ads. So far, the measurement of this effect has not been studied to a large extent. Existing studies have either determined how a specific focus group, i.e., toddlers, people of a certain age group, etc., react to ads via simple statistical tests using a case study approach or have examined the effects of advertising with simple regression models. This study introduces a comprehensive framework called TV-Impact. The framework uses a Bayesian structural time-series model called CausalImpact. There are additional novel approaches developed within the framework. One of the novelties of TV-Impact lies in its dynamic algorithm for selecting control variables which are supporting data sources and presumed to be unaffected by TV ads. In addition, we proposed the concept of Group Ads to combine overlapping ads into a single ad structure. Then, Random Forest Regressor, which is a commonly preferred supervised learning method, is used to decompose the impact into single ads. The TV-Impact framework was applied to the data of iLab, a venture company in Turkey, and manages its companies’ advertising strategies. The findings reveal that the TV-Impact model positively influenced the companies’ strategies for allocating their TV advertisement budgets and increased the amount of traffic driven to company websites, serving as an effective decision support system. Full article

Objective: The purpose of this study was to identify how a community-based leisure program (CBLP) interacted with older adults’ leisure-time physical activity (LTPA) based on the social–ecological model. Method: Individual semi-structured interviews were completed with 19 older adults who participated in the Tennessee senior games (TSGs). Results: As a type of CBLP and an organizational factor, the TSGs were highly intertwined with intrapersonal factors, interpersonal factors, and community factors that enabled the older adults to easily access and enhance their LTPA. Intrapersonal factors, socioeconomic status, perceived functional ability, and three main motivation factors (i.e., physical health, positive feelings, and competition) emerged for TSG participation. As interpersonal factors, the majority of the older adults encountered the TSGs for the first time through their family, friends, coaches, doctors, or team colleagues. Conclusion: Participants were encouraged to maintain LTPA by interactions with other TSG participants. Community factors provided places and volunteers for a successful CBLP with advertisements (i.e., TV, board at gym). Full article

Research into the role of digital influencers in marketing strategies is a rapidly developing area that has attracted the interest of researchers and organizations. In recent years, organizations have become increasingly interested in using digital influencers to promote their brands and disseminate advertising messages with a high impact on their target audience. Digital influencers are beginning to be used as models for sustainable consumption behavior (for example in the fashion, food, and health sectors) by promoting environmental and sustainable values. By promoting sustainable content and disseminating messages of environmental awareness, digital influencers can help achieve the Sustainable Development Goals (SDGs). This study aims to identify the attributes (attitude homophily, physical attractiveness, and social attractiveness) and perceived characterizations (trustworthiness, perceived expertise, and parasocial relationship) of digital influencers and their impact on purchase intention among a sample of Portuguese consumers. It also aims to identify the most relevant types of digital influencers according to their areas of influence (fashion, sports, beauty, and cinema/TV/music) and their impact on purchase intention. For data collection, an online questionnaire was developed and administered to a non-probabilistic convenience sample. Only respondents who had experience purchasing a product or service after watching a YouTuber’s advertisement (screening question) or following or searching for a digital influencer could complete the questionnaire. A total of 243 valid questionnaires were received. The main findings are that the attributes and perceived characterizations of digital influencers have a positive and significant impact on purchase intention. It was also found that digital influencers can enhance shopping experience and credibility, which has a strong impact on consumers’ purchase intentions. In terms of sector, the data show that the most important influencer in the ‘Fashion’ sector is Helena Coelho, in the ‘Sports’ sector is Cristiano Ronaldo, in the ‘Beauty’ sector is Sara Sampaio, and in the ‘Music, TV, Cinema’ sector is Ricardo Araújo Pereira. This study can help companies use digital influencers more effectively in their digital marketing strategies, as credibility, experience, and parasocial relationships have a strong impact on consumers’ purchase intention. Full article

In the context of human–computer interaction (HCI), understanding user engagement (UE) while interacting with a product or service can provide valuable information for enhancing the design process. UE has been a priority research theme within HCI, as it assesses the user experience by studying the individual’s behavioral response to some stimulus. Many studies looking to quantify the UE are available; however, most use self-report methods that rely only on participants’ answers. This study aims to explore a non-traditional method, specifically electroencephalography, to analyze users’ engagement while interacting with an advergame, an interactive form of advertising in video games. We aim to understand if a more interactive type of advertising will enhance the UE and whether, at the same time, it would influence the user’s purchase intention (UPI). To do this, we computed and compared the UE during the interaction with an advergame and a conventional TV commercial while measuring the participants’ brain activity. After the interaction with both types of advertising, the UPI was also evaluated. The findings demonstrate that a more interactive advertisement increased the participants’ UE and that, in most cases, a UE increment positively influenced the UPI. This study shows an example of the potential of physiological feedback applications to explore the users’ perceptions during and after the human–product interaction. The findings show how physiological methods can be used along with traditional ones for enhancing the UE analysis and provide helpful information about the advantages of engagement measurement in HCI applications. Full article

Food choices are determined by intrinsic and extrinsic product characteristics, biological and physiological features, psychological factors, and situational and socio-cultural factors. Self-determination theory offers the explanation of health behavior change identifying motivations located along a continuum of autonomy. Another approach to the motivations guiding health behaviors, including food choices, relies on distinguishing thematic categories. Health motivations seem to be an obvious determinant of health behaviors, but final decisions regarding health are also the effect of other types of motivations such as economic, cultural, or emotional. The role of marketing pressure in modern society is perceived to be an important source of motivation for purchasing food and other products. The Motivation–Opportunity–Ability (MOA) framework was initially proposed in order to explain the processing of brand information from advertisements and was later expanded to other areas, including health and nutritional behaviors. The aim of this study was the analysis of determinants of food choices. We have developed a common regression model including six categories of motivations addressed by the Eating Motivations Scale and three health literacy types corresponding with element of ability from the MOA framework, adjusted for socio-demographic factors, health status, and the use of the Internet and TV. The analysis was performed on data from a computer-assisted web-based interviewing (CAWI) survey among 2008 adult Internet users completed in May 2022. The uni- and multivariate linear regression models were developed with the Index of Unhealthy Food Choices (IUFC), calculated based on the responses to items asking about the frequency of the consumption of twelve food categories. Univariate modeling revealed that IUFC is significantly associated with health, food, and e-health literacies and with five out of six eating motivations. However, the multivariate regression model yielded significant associations only for eating motivations but not for the three literacy scores. Health motivation was negatively associated with IUFC (B, standard error (SE): 0.83, 0.07; 95% confidence interval (95% CI): 0.98–0.69), but positively with emotional (B, SE: 0.22, 0.04; 95% CI: 0.14–0.3), economic (B, SE: 0.41, 0.08; 95% CI: 0.25–0.56), and marketing (B, SE: 0.62, 0.08; 95% CI: 0.47–0.78) motivations. Our findings suggest that motivations guiding food choices may prevail over the element of ‘ability’ distinguished in the frameworks and models that explain people’s behaviors, including behaviors relating to health. Thus, it is essential to emphasize development of appropriate motivations and not only to provide knowledge and skills. Furthermore, one should also remember motivations other than health motivations when searching for the determinants of health behaviors. Full article

This study examines whether a TV shopping host’s introduction and promotion on a tourism destination could develop viewers’ parasocial interaction (PSI) with that host and thus influence viewers’ behavioral intentions on that destination. In addition, moderating effects of two factors (self-destination personality fit and host-destination personality fit) on the relationship between the TV viewers’ parasocial experience with a TV host (PSI) and the viewers’ behavioral intentions on the advertised destination are tested. Data were collected from 310 TV shopping customers in Taiwan using a self-administrated questionnaire. Simple linear regression and hierarchical regression techniques were implemented to test the proposed hypotheses. Findings indicate that PSI between a TV host and TV viewers is strongly correlated with the significant positive behavioral intentions of viewers. In addition, self-destination and host destination personality fits were both reinforcements of the positive impact that PSI has on TV viewers’ behavioral intentions. Findings and data collected from this study would yield useful practical implications for tourism marketers in terms of wisely selecting a TV host and utilizing a TV host’s parasocial interaction with audiences to increase audiences’ behavioral intention on the promoted destination. Full article

Marketing plays a key role in increasing the popularity of e-cigarettes. We conducted a systematic review of the existing literature published between 2003 and 2019 in eight databases to describe e-cigarette marketing communication messages by communication channels and marketing communication strategies. Forty-one articles were included in the analysis after screening. Ten key messages were identified. Cessation and health-related benefits (each n = 31, 75.6%) were the most reported marketing communication messages, followed by sociability/lifestyle and use experience. The Internet (n = 32, 78.0%) was the most studied communication channel compared to print, TV/movie/radio, and point-of-sales (POS)/retail stores. The most studied marketing communication strategies were advertising (n = 28, 68.3%), followed by public relations and sales promotion. Published research studies reported consistent messages about e-cigarettes across communication channels and marketing communication strategies. Claims of smoking cessation and health-related benefits were widely identified in the existing literature. While therapeutic claims are prohibited, soft sell messages, such as social appeals, for which regulatory reach may be limited, may require educational campaigns. Internet marketing has attracted much attention, with limited studies on messages in print, TV/movie/radio, and POS/retail stores. The lack of studies of direct marketing messaging indicates a big gap between industry spending and academic research; more studies of messaging utilizing this strategy are needed. Full article

Dietary supplements may have beneficial value but, by definition, they have no therapeutic effect. However, their labeling and especially the advertisements in the media, often make ungrounded health claims. The aim of the study was to analyze the content of audio–visual advertisements of dietary supplements for health and legal aspects in the context of the European Law and the 1 January 2020 Polish self-regulation between TV broadcasting companies and supplement manufacturers. Supplement advertisements broadcast across six TV and radio stations from 9–15 March 2020 were analyzed. Most of the analyzed advertisements complied with the legal requirements and included terms such as ‘supports’ or ‘facilitates’ body function, which are less definite in nature. Almost 30% of the advertised supplements made unproven claims on their effectiveness in various health situations, e.g., effective weight loss, thus assuring the addressee about the beneficial effect of dietary supplements in a given health context. Agreement on the rules and regulations governing supplement advertising resulted in a noticeable improvement in advertisement content, which will hopefully raise consumer awareness about the absence of therapeutic properties of dietary supplements. Full article

Exposure to e-cigarette advertising is associated with e-cigarette use among young people. This study examined the mediating effect of e-cigarette harm perception on the above relationship. Cross-sectional survey data were collected from 2112 college students in New York City in 2017–2018. The analytic sample comprised 2078 participants (58.6% females) who provided completed data. Structural equal modeling was performed to examine if e-cigarette harm perception mediated the relationship between e-cigarette advertising exposure (via TV, radio, large signs, print media, and online) and ever e-cigarette use and susceptibility to e-cigarette use. About 17.1% of participants reported ever e-cigarette use. Of never users, 17.5% were susceptible to e-cigarette use. E-cigarette advertising exposure was mainly through online sources (31.5%). Most participants (59.4%) perceived e-cigarettes as equally or more harmful than cigarettes. Advertising exposure showed different effects on e-cigarette harm perception depending on the source of the advertising exposure, but perceiving e-cigarettes as less harmful than cigarettes was consistently associated with e-cigarette use and susceptibility. Low harm perception mediated the association between advertising exposure (via online, TV, and radio) and ever e-cigarette use and between online advertising exposure and e-cigarette use susceptibility. Regulatory actions are needed to address e-cigarette marketing, particularly on the Internet. Full article

E-cigarettes are widely advertised, while the potential risks of e-cigarette use have been reported among adolescents. This study assessed online e-cigarette information exposure and its association with adolescents’ e-cigarette use in Shanghai, China. A total of 12,470 students aged 13–18 years participated. A questionnaire collected information on students’ sociodemographic factors, e-cigarette information exposure, cigarette use, e-cigarette use, and e-cigarette use intention. A multivariate logistic regression was performed to assess correlates of exposure to e-cigarette information and the association between e-cigarette information exposure and e-cigarette use. Overall, 73.9% of students knew about e-cigarettes and the primary sources of information were the internet (42.4%), movies/TV (36.4%), bulletin boards in retail stores or supermarkets (34.9%), advertising flyers (33.9%), and friends (13.8%). Students who had friends using e-cigarettes were curious about e-cigarettes and showed a greater monthly allowance; smokers and females were at a higher risk of social media and website exposure. Moreover, online information exposure (social media exposure, website exposure, and total internet exposure) was significantly associated with the intention to use e-cigarettes. The enforcement of regulations on online e-cigarette content should be implemented. Moreover, efforts to prevent young people from using e-cigarettes may benefit from targeting students at a higher risk of online e-cigarette information exposure. Full article

Food marketing of products high in fat, sugar and salt (HFSS), including television advertising, is one of the environmental factors considered as a contributor to the obesity epidemic. The main objective of this study was to quantify the exposure of French children and adolescents to television advertisements for HFSS products. TV food advertisements broadcast in 2018 were categorized according to the Nutri-Score of the advertised products. These advertisements, identified according to the days and times of broadcast, were cross-referenced with audience data for 4- to 12-year-olds and 13- to 17-year-olds. More than 50% of food advertisements seen on television by children and adolescents concerned HFSS products, identified as classified as Nutri-Score D and E. In addition, half of advertisements for D and E Nutri-Score products were seen by children and adolescents in the evening during peak viewing hours, when more than 20% of both age groups watched television. On the other hand, during the same viewing hours, the percentage of children and adolescents who watched youth programs, the only programs subject to an advertising ban, was very low (<2%). These results show that the relevance of regulating advertising at times when the television audience of children and adolescents is the highest and not targeted at youth programs, in order to reduce their exposure to advertising for products of low nutritional quality. Full article