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THE EFFECT OF BRAND FAMILIARITY AND REPETITION OF PRODUCT PLACEMENT IN VIDEO GAMES
José Martí-Parreño,Jesús Bermejo-Berros,Joaquín Aldás-Manzano 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
A factorial design 2 (high repetition vs low repetition) x 2 (high brand familiarity vs low brand familiarity) is used to test the effects of repetition and brand familiarity on consumers’ memory for brands placed in video games. Consumers recalled better familiar brands and repetition increased recall for familiar brands.
Ryan Michael F. Oducado,Maria Teresa R. Fajardo,Geneveve M. Parreño-Lachica,Jestoni D. Maniago,Paulo Martin B. Villanueva,Ma. Asuncion Christine V. Dequilla,Hilda C. Montaño,Emily E. Robite 충남대학교 아시아여론연구소 2021 Asian journal for public opinion research Vol.9 No.4
Driven by the need for remote learning, the COVID-19 pandemic led to the rise of use of videoconferencing tools. Scholars began noticing an emerging phenomenon of feeling tired and exhausted during virtual meetings. This study determined the predictors of videoconference or Zoom fatigue among nursing students in a large, private, non-sectarian university in the Philippines. This cross-sectional online survey involves 597 nursing students in the Philippines using the Zoom Exhaustion and Fatigue Scale. Multiple linear regression analysis was used to examine predictors of videoconference fatigue. Results indicated that nursing students experienced high levels of videoconference fatigue. Gender, self-reported academic performance, Internet connection stability, attitude toward videoconferencing, frequency, and duration of videoconferences predicted videoconference fatigue. The regression model explained 25.3% of the variances of the videoconference fatigue. Videoconference fatigue is relatively prevalent and may be taking its toll on nursing students. Developing strategic interventions that can protect or mitigate the impact of fatigue during virtual meetings is needed.
Maral Abdollahi,Jacqueline Parr,허지수 한국PR학회 2020 PR연구 Vol.24 No.4
Objectives This study examined effects of green claims made by inherently ungreen product companies, specifically focusing on whether implicit green claims using natural imagery would be more effective than explicit green claims using detailed environmental statements. We compared the effects of implicit vs. explicit green claims on consumers’ virtual nature experience, brand attitude, and purchase intention. Methods Two rounds of online experiments were conducted with a sample of 350 U.S. adults and experimental stimuli representing the two different green claim conditions. Results Overall, our results show that implicit green claims lead to stronger virtual nature experience than explicit green claims. In other words, inherently ungreen products that are traditionally perceived as not environmentally friendly and not associated with nature can be transformed by an implicit green claim to evoke virtual nature experience. In contrast to previous findings, which showed that implicit green claims positively influenced brand attitude, our study findings demonstrate no such effects in the context of inherently ungreen products. Conclusions Our results show that male and female participants respond differently regarding virtual nature experience and purchase intention across claim types.
THE INSTAGRAM EFFECT: EXPLORING CONSUMERS’ SHOPPING BEHAVIOR AND ITS IMPACT ON PURCHASE INTENTION
Sanjukta Pookulangara,Jacqueline Parr,Lindsey Tanoff,Kimberly Nix 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Consumers have enjoyed shopping via the web for over a decade, but the emergence of shopping through social media or social commerce is slowly gaining traction Instagram is one of the largest interactive photo-sharing sites that retailers, specifically apparel and accessory companies, are utilizing to sell their merchandise. Consumers are increasingly using this platform to engage, discover and get inspired; therefore, it is critical for retailers to understand how this platform influences purchase intention. This paper focuses on analyzing the impact of Instagram on consumer’s purchase intention based on an adapted model of Technology Acceptance Model and Theory of Reasoned Action. Using multi-group analysis, consumers (n=317) were divided into two groups: shopped for fashion products (including browsing, making a one-time purchase, or making repeat purchases) or not shopped using Instagram for apparel specific brands. The participants were surveyed using an online instrument with questions related to attitude, subjective norms, normative beliefs, perceived usefulness (PU), perceived ease of use (PEOU) and purchase intention. Frequency statistics were obtained for the demographic variables. Overwhelmingly (approximately 78%), respondents used Instagram daily with 82.6% following an apparel brand. 40% of the respondents had shopped previously on Instagram (i.e. browsed as well as purchased products), with 13% of these respondents spending more than $100. An exploratory factor analysis using principal component with varimax rotation and a minimum eigen value of one was used to identify the latent variables in the model: PEOU (α = 0.82); PU (α = 0.81); Normative Beliefs (α = 0.81); Attitude (α = .87); Subjective Norm (α = 0.88); Purchase Intention (α = 0.79). Results indicated that subjective norms did not influence purchase intention for both the groups indicating that consumers do not follow “groupthink” mentality while intending to purchase via Instagram. Furthermore, it was found that PEOU influence on attitude for the two groups of consumer were different, with no impact for the group who had shopped on Instagram. All the other relationships were supported in the model. These results provide both implications and limitations for retailers and academia.