280 research outputs found
The Impact of Ad Characteristics on Adolescents’ Attitudes Towards Antismoking Ads
Get PDFSmoking exerts a considerable burden not only on those who smoke but just as well on society at large. In response, governments and institutions often resort to advertising which aims to discourage smoking. Unfortunately, our knowledge of the workings of antismoking advertising is detrimentally limited. In particular, the literature delving into the impact of antismoking ad characteristics (e. g., ad content, valence, intensity) on the overall effectiveness of antismoking advertising is scarce and contradictory. This empirical study aims to enhance the knowledge of antismoking advertising by presenting results of the survey involving Slovene adolescents. The adolescents were first exposed to advertisements of different antismoking ad contents (for the purpose of this study the term ‘ad content’ refers to types of appeals used in antismoking advertising), ad valence and intensity, and later invited to respond to a number of questions measuring their attitudes toward the ads, their attitudes toward smoking, their intentions to smoke, etc. The results indicate that while the different intensity and valence of ads produce varying attitudes toward the ads, we could not confirm these differences based on ad content. Also, we found that adolescent smokers respond to antismoking ads differently than do their nonsmoking peers. Our findings offer several important implications for antismoking advertisers and the research community interested in the workings of antismoking advertising.smoking and adolescents, antismoking advertising, attitudes toward antismoking ads
Supplemental Material - The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy
No full textSupplemental Material for The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy by Domen Bajde, Maja Golf-Papez and Barbara Culiberg in Marketing Theory</p
Bruno Latour: Philosopher of Togetherness in Action
No full textLatourian thought has been seeping into consumer research for decades (Kavanagh 1994). Recently, the seepage has grown into a torrent of research carried out under banners such as actor-network theory (ANT) and assemblage theory (Canniford and Bajde 2015). Similar to the slippery crossbreeds conjured by Latour to challenge dogmatic conceptions of science, technology and society, Latour is himself a slick, Janus-faced writer. A master of witty prose and gritty ethnography speaking to the fundamental challenges of our liminal times, and an occasional victim to his self-indulgent witticism and caricatures of the universe (Restivo 2011). A philosopher turns anthropologist, turns sociologist, returns to philosopher. Many in one, one in many
European audiovisual media services directive and video on demand
Get PDFMagistrsko delo se osredotoča na revizijo evropske direktive in spremembe, ki jih le-ta s seboj prinaša. Zaradi hitro rastočih portalov za deljenje videa in ponudnikov videa na zahtevo se spreminjajo navade gledalcev ter medijska krajina. Posledično je bila, z namenom enačenja trga linearnih in nelinearnih medijskih vsebin, Evropska Unija primorana direktivo spremeniti. Osnovni namen naloge je ugotoviti, kakšne spremembe prinaša nova direktiva in kako se z njo soočajo slovenski ponudniki na zahtevo. Naloga v empiričnem delu analizira seznanjenost Slovencev z videom na zahtevo, njihovo uporabo in navade občinstva. Prav tako iz poglobljenih intervjujev preučuje vpliv nove direktive na slovenske ponudnike videa na zahtevo. Rezultati raziskave so pomembni, saj nam bodo pokazali, ali tudi Slovenci sledimo hitro rastočim trendom modernizacije in spremljanja vsebin preko alternativnih sprejemnikov, kot so mobilni telefoni in tablični računalniki, ter kako se z novimi pravili in konkurenco na trgu soočajo ponudniki. Z raziskavo želimo prispevati k boljšemu razumevanju platform s pretočnimi vsebinami in njihovih uporabnikov.The master\u27s thesis delves into the revision of European directive and the changes it brings. Fast growing video sharing platforms and video on demand providers are changing the way individuals access and view media content. Thus, the European Union had no choice but to revise the directive with the purpose of equalising the linear and non-linear media markets. The primary objective of this thesis is to determine the changes that the revised directive will bring and how the Slovenian video on demand providers are handling it. The empiric part of the thesis analyses familiarity of Slovenians with video on demand, its use, and the viewing habits. It assesses, from the interviews with Slovenian on demand providers, the influence of the new directive on Slovenian on demand providers. The results are crucial for comparison of Slovenian views with the rest of the world and how this small country is following the fast-growing trends of modernisation and viewing content through alternative options such as mobile phones and tablet computers. It also shows how Slovenian on demand providers are dealing with the new directive and the competition on the market. The goal of the thesis is to showcase a better understanding of streaming content platforms and its users
Big data and target political marketing
Get PDFNamen diplomske naloge je podrobneje preučiti uporabo velikega podatkovja. Zanima nas, kakšen vpliv ima na volitve ter zakaj služi kot podlaga za tarčno oglaševanje. Zanima nas tudi, ali je uporaba tarčnih oglasov manipulativna in neetična. Podrobneje smo preučili politične kampanje, ki so uporabljale tehnike na podlagi velikega podatkovja. Fokus je na ameriških volitvah, saj na domačih tleh uporabe teh tehnik še ne zaznavamo. Posvetili smo se tudi družbenemu omrežju Facebook, ki je zlata jama za zbiranje posameznikovih osebnih podatkov.The aim of the work is to provide a detailed analysis of big data and its use in political campaigns. This research demonstrates how big data analysis influences elections and explains why it serves as a foundation for targeted advertising. We will also establish whether the use of such advertising is manipulative and unethical. We take a deeper look of political campaigns that use big data techniques. The focus is on the US elections, since we have recorded no usage of big data techniques in Slovenian politics. We also investigate the models of collecting sensitive personal data from Facebook
Mapping the imaginary of charitable giving
No full textThe meaningfulness of charitable giving is largely owed to the imaginary conceptions that underpin this form of giving. Building on Taylor's notion of “social imaginary” and Godelier's work on “gift imaginary,” we theorize the imaginary of charitable giving. Through a combination of qualitative methods the charitable gift imaginary and its role in givers' meaning making are explored in a specific socio-cultural context. The theoretical foundation and the generated data enable us to map the imaginary of charitable giving across four distinct clusters and theorize meaning – making as navigation across relatively stable assemblages of conceptions of poverty, donors, end-recipients and charitable giving. These assemblages are suggested to form a multifaceted imaginary that is both cultural (shared) and personal (individually performed)
Digital Ownership and Consumption
No full textThis book ventures into new and often-contested terrains of NFT consumption to explore what they reveal about digital ownership. Is there a place for ownership in the digital world? What does it mean to possess something digital? What is the role of uniqueness in digital ownership? How do digital things come to be unique? The author undertakes this journey by drawing on consumption research, sociological, philosophical and law literature, and by paying close attention to what NFT consumers and industry insiders have to say about digital ownership.
This book comprises three parts exploring three overarching ideas: (1) that the NFT experiment helps shake up entrenched assumptions about ownership, thus opening new avenues for thinking and exploring digital ownership and its role in society; (2) that ownership is not just a bundle of legal rights or a social-technical arrangement, but also a powerful force in, and outcome of, how we imagine society and the future; (3) that the NFT experiment invites us to more closely examine the relation between digital ownership and uniqueness and offers valuable insights into contemporary society of singularities.
While the primary intended audience for this book are consumption scholars and students, many other readers interested in digital ownership, digital markets and Web3 will find it interesting and relevant
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