Browsing by Author "Reinares-Lara, Eva"
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- ItemCognitive-affective model of acceptance of mobile phone advertising(Technická Univerzita v Liberci, 2016-12-05) Olarte-Pascual, Cristina; Pelegrín-Borondo, Jorge; Reinares-Lara, Eva; Ekonomická fakultaThere are high expectations for mobile phone marketing and mobile advertising. In various European markets, such as the United Kingdom, Spain and Italy, mobile marketing campaigns have registered response rates of up to 47% among their target audience. The main aim of this paper is to validate a cognitive-affective model of acceptance of mobile phone advertising that integrates the utilitarian perspective through the technology acceptance model, the affective dimension through emotions, and the moderating role of the normative reference group (NRG). This model was tested with structural equation modelling in a sample of 612 individuals (R2 of 82.4%). To analyse the moderating effect of the NRG, a sequential cluster analysis was applied, generating two groups of users: independent and influenced. A multi-sample analysis was then performed. The results showed the advisability of considering attitudes towards mobile advertising to be a variable shaped by conceptually complementary cognitive (perceived usefulness and perceived ease of use) and affective dimensions (positive emotions and negative emotions). Positive emotions had the strongest effect on the formation of this attitude. Negative emotions and cognitive dimensions had a few effect for the acceptance of mobile advertising. With regard to the moderating role of the NRG, among independent users, positive emotions affected the attitude more intensely and a stronger positive relationship was found between this attitude and the intention to receive advertising. No differences were found between independent users and users influenced by their NRGs with regard to the formation of attitudes due to ease of use, perceived usefulness or negative emotions. The paper thus provides a comprehensive analysis of the acceptance of mobile advertising that integrates both cognitive-affective views and the moderating role of the NRG with implications for management.
- ItemOptimization of media planning variables for television based on the advertiser’s industry(Technická Univerzita v Liberci, 2019-03-15) Reinares-Lara, Pedro; Martín-Santana, Josefa D.; Reinares-Lara, Eva; Ekonomická fakultaDespite evidence of the influence of the industry or product category to which a brand belongs on advertising effectiveness, very few studies have analyzed the advertiser’s industry as a variable influencing the advertising recall. This study aims to analyze the direct effect that the advertised brand’s industry has on unaided advertising recall, as well as the moderating role it plays in the relationship between this recall and the following media planning variables: (1) spot length, (2) the advertising pressure put behind the brand, (3) the position of the commercial break in relation to the program, (4) the advertising clutter of the break (5), indication of the break’s duration, (6) the spot’s relative position in the break, and (7) primacy and recency effects. This study uses an innovative methodology that make it possible to measure spot recall in an environment that had been absolutely adjusted to the real conditions of a television audience. To this end, two sources of information that are usually used independently were combined: (1) audience data provided by the firm Kantar Media; and (2) data from ad-hoc computer-assisted telephone interviews (CATIs) administered to a sample of 2,000 individuals. The results suggest that the advertiser’s industry should be treated as another media planning management variable that can be used to improve a television campaign’s advertising effectiveness. Specifically, advertisers can use it to optimize their management of conventional variables (spot length, spot position, the brand’s advertising pressure, etc.) to achieve maximum recall. Some industries may benefit more than others from qualitative management of the media planning variables. The main contribution of this study is to provide a better understanding of the state of the issue and to establish useful implications in the optimization of media planning for broadcasters, media planners, and advertisers.