JAR Inside the Research Podcast

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Dive deep into the fascinating insights from the article "The Impact of Advertising on a Company’s Stock Price" by Shuba Srinivasan (Boston University) and Dominique Hanssens (University of California, Los Angeles), with our special guest moderator, Jonathan Knowles, founder at Type 2 Consulting.

Join us as they explore:

• How advertising can positively impact company value by strengthening brand perception among investors.
• The conditions under which advertising can have positive, neutral, or negative effects on stock price.
• The intriguing reverse effect: how changes in company value can influence future advertising spending decisions.

The authors synthesize research from over 250 journal articles to provide a comprehensive view of the relationship between advertising and company value. They discuss the synergy between consumer and investor value, highlight the pitfalls of price promotions, and emphasize the importance of strategic advertising investments.

Don't miss out on an insightful discussion with these renowned experts!

Read the full article here: https://www.journalofadvertisingresearch.com/content/early/2024/03/27/JAR-2024-009

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Can We Turn ASMR Experiences Into Advertising? College-Age Consumers’ Perceptions Of ASMR Contents and Advertisements

In this episode, Susanna S. Lee from Temple University tells us more about studies she and co-author Huan Chen from the University of Florida conducted about how ASMR (those whispery, tingly videos) is making its way into ads. They looked at what young adults think about this trend, analyzing thousands of comments on IKEA’s ASMR ad campaign. Their study reveals that while ASMR might seem odd at first, many find it relaxing and helpful for stress or sleep. On the ad side, it turns out that soft voices and focusing on the product can really grab people's attention, with a good chunk of viewers reacting positively.

Read the article: https://www.journalofadvertisingresearch.com/content/63/4/335.abstract

Authors:

Susanna S. Lee, Temple University: https://klein.temple.edu/directory/susanna-lee-tuq69671

Huan Chen, University of Florida: https://www.jou.ufl.edu/staff/huan-chen/

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How Brand Managers Can Maximize Engagement with ASMR YouTube Content: Influencers Who Give You ‘the Tingles’ via Autonomous Sensory Meridian Response Cues 

How can brand managers maximize their engagement with tingle-inducing ASMR videos on YouTube?  This JAR study about autonomous sensory meridian response (ASMR)—the condition that causes a pleasurable tingling across the head, neck and other areas of the body—offers evidence that brands risk being perceived as “inauthentic intruders” when advertising within ASMR communities. Hear from the authors why brands should consider collaborating with ASMR influencers, especially those who are highly visible and/or terrific at building emotional connections with viewers. 

Read the article: https://www.journalofadvertisingresearch.com/content/63/4/313

Authors:

Victoria Broadbridge, Senior Teaching Fellow, University of Portsmouth 

Giandomenico Di Domenico, Assistant Professor in Marketing, Cardiff University

Federico Mangiò, Postdoctoral Research Fellow in Marketing, University of Bergamo, Italy

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Things learned early in life are recognized faster and more accurately, according to the age-of-acquisition effect, a phenomenon studied widely in psychology research. Does this apply to brand recognition, too? Yes, according to a 2010 study (Ellis, Holmes, and Wright, 2010) —but now challenged by an article in JAR. Listen as authors Peilin Phua and Bill Page (University of South Australia) discuss their team’s findings that brand exposure frequency and usage recency have a much greater effect on recognition than age-of acquisition itself.

Read the article: https://www.journalofadvertisingresearch.com/content/63/4/370

 Does Childhood Exposure to a Brand Improve Brand Name Recognition? Comparing Age-of-Acquisition Effects with Ongoing Brand Exposure and Experience

 By (all at University of South Australia):

·      Peilin Phua, Lecturer, UniSA Business and Senior Marketing Scientist, Ehrenberg-Bass Institute for Marketing Science

·      Bill Page, Senior Marketing Scientist, Ehrenberg-Bass

·      Giang Trinh, Associate Professor, UniSA Business and Senior Marketing Scientist, Ehrenberg-Bass 

·      Nicole Hartnett, Senior Marketing Scientist, Ehrenberg-Bass

·      Rachel Kennedy, Research Professor, Director and Co-founder, Ehrenberg-Bass 

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How worried are brands about their ads getting placed near negative content as a result of programmatic advertising? How serious can the impact on consumers’ brand perceptions be? More than you would expect, according to Ross Johnson and Farnoosh Khodakarami, whose work published in JAR on brand safety stemmed from a simple question from an advertising executive: Is there academic research in this area? (Their findings contradict some industry research.) Catch JAR’s Episode 2 of its podcast series as we go backstage with Ross and Farnoosh, get their take on what worked and didn’t work in their study, and next steps for future researchers.

Read the article: https://www.journalofadvertisingresearch.com/content/63/3/205

Is Your Brand Protected? Assessing Brand Safety Risks in Digital Campaigns

By Ross W. Johnson (University of North Texas), Clay Voorhees (University of Alabama), Farnoosh Khodakarami (San Diego State University)

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A recent ad for Moonleaf, a Taiwanese milk tea brand, shamelessly put down viewers. Its message: “You’re already fat. You won’t get any fatter with another cup.” Another ad by UCC, a Japanese instant coffee brand, scorned: “Feel dog-tired? Nah, dogs are not as tired as you.” How do campaigns that mock customers and potential customers—an emerging form of advertising happening mostly in Asia—succeed? Get the backstory on the Journal’s inaugural podcast, featuring Eddie Luo and Ben Lowe, both at University of Kent, two of the authors of work it published on this phenomenon. This and upcoming episodes in JAR’s podcast series, led by Editor-in-Chief Colin Campbell, takes us backstage with JAR authors as we get an inside look into their work, what drove it, and what’s next in their field.

Read the article: https://www.journalofadvertisingresearch.com/content/63/2/160

The Advertisement Puts Me Down, but I Like It: Examining an Emerging Type of Audience-Targeted Negative Advertisement

By Hongjie Sun (Hainan University), Yong (Eddie) Luo (University of Kent), Feifei Liu (Shandong Vocational University of Foreign Affairs) and Ben Lowe, (University of Kent)

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