European Advertising Academy Executive Board Members: S. Diehl, Klagenfurt, Austria M. Eisend, Frankfurt (Oder), Germany R. Heath, University of Bath, United Kingdom T. Langner, Wuppertal, Germany P. Neijens, Amsterdam, Netherlands S. Okazaki, Madrid, Spain P. De Pelsmacker, Antwerp, Belgium E. Smit, Amsterdam, Netherlands R. Terlutter, Klagenfurt, Austria The objective of the European Advertising Academy (EAA) is to provide a professional association to academics and practitioners interested in advertising and its applications that will promote, disseminate and stimulate high quality research in the field. Executive Board Members: Prof. Sandra Diehl Prof. Shintaro Okazaki University of Klagenfurt Universidad Autónoma de Madrid Prof. Martin Eisend Prof. Patrick De Pelsmacker European University Viadrina University of Antwerp Frankfurt (Oder) Prof. Edith Smit Prof. Robert Heath University of Amsterdam University of Bath Prof. Ralf Terlutter Prof. Tobias Langner University of Klagenfurt Bergische University Wuppertal Prof. Peter Neijens University of Amsterdam Sara Rosengren • Micael Dahlén Shintaro Okazaki (Eds.) Advances in Advertising Research (Vol. IV) The Changing Roles of Advertising Editors Sara Rosengren Shintaro Okazaki School of Economics Universidad Autonoma de Madrid Stockholm, Sweden Madrid, Spain Micael Dahlén School of Economics Stockholm, Sweden ISSN 1869-6929 ISSN 1869-6937 (electronic) ISBN 978-3-658-02364-5 ISBN 978-3-658-02365-2 (eBook) DOI 10.1007/978-3-658-02365-2 Th e Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografi e; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de. Library of Congress Control Number: 2013938751 Springer Gabler © Springer Fachmedien Wiesbaden 2013 Th is work is subject to copyright. 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Springer DE is part of Springer Science+Business Media. www.springer-gabler.de Preface We are happy to present Advances in Advertising Research Vol. IV – The Changing Roles of Advertising published by the European Advertising Academy (EAA). This volume includes revised and extended versions of papers presented at the 11th ICORIA (International Conference on Research in Advertising) in Stockholm, Sweden in June 2012. Over the past ten years, ICORIA has gained significance in advancing, pro- moting, disseminating, and stimulating high quality advertising research in Eu- rope – and worldwide. At the same time, something has happened to advertising. Many argue that we are seeing a shift in paradigms from interruption and repeti- tion to co-creation and engagement. The conference theme of ICORIA 2012 was ”The changing roles of advertising”. Throughout the conference we asked our- selves what happens as advertising increasingly will have to earn consumers’ attention rather than force it? And, what role will advertising play for compa- nies, people and society at large? Is advertising really changing or are the chang- ing roles of advertising just an appearance? The papers included in this volume clearly highlight the complexities and multifaceted nature of contemporary advertising. The 30 papers cover topics ranging from how to deal with social media and media optimization issues to what type of paper to use in print advertising and descriptive studies of advertis- ing appeals used in different markets around the world. The book is structured in four broad themes: 1) The Roles of Advertising, 2) The Faces of Advertising, 3) Perceptions of Advertising and 4) Reception of Advertising. We want to take this opportunity to thank all the authors for contributing to this volume. Sara and Micael would also like to thank the European Advertising Academy for giving us the opportunity to host ICORIA 2012. We are also in- debted to our colleagues at the Center of Consumer Marketing at the Stockholm School of Economics who helped make the conference a big success. We espe- cially thank Hanna Berg, Angelica Blom, John Karsberg, Joel Ringbo, Karina Töndevold, and Nina Åkestam who copy edited and formatted the papers in- cluded in this book. We hope that academics, practitioner, and students alike will find this vol- ume helpful and enjoy reading it. Sincerely, Sara Rosengren, Micael Dahlén, Shintaro Okazaki Stockholm / Madrid, March 2013 The objective of the European Advertising Academy (EAA) is to provide a professional association to academics and practitioners interested in advertising and its applications that will promote, disseminate and stimulate high quality research in the field. The EAA is closely related to the yearly International Conference on Research in Advertising (ICORIA). The purpose of the conference is to create a forum where people studying advertising in the academic world could exchange ideas, and where they could meet with practitioners who have experience with advertising in the commercial world. Every natural person that is professionally concerned with or interested in research or teaching in the field of advertising is, irrespective of nationality, eligible to become a full member of the organisation. For more information, please see: www.europeanadvertisingacademy.org EAA Executive Board Members 2013 Prof. Sandra Diehl (Treasurer) University of Klagenfurt, Austria Prof. Martin Eisend European University Viadrina, Germany Prof. Robert Heath University of Bath, UK Prof. Tobias Langner (Information Manager) Bergische University Wuppertal, Germany Prof. Peter Neijens University of Amsterdam, Netherlands Prof. Shintaro Okazaki Universidad Autónoma de Madrid, Spain Prof. Patrick de Pelsmacker University of Antwerp, Belgium Prof. Sara Rosengren Stockholm School of Economics, Sweden Prof. Edith Smit (President) University of Amsterdam, Netherlands Prof. Ralf Terlutter University of Klagenfurt, Austria Table of Contents Preface V Part I. The Roles of Advertising Sofie Bitter and Sonja Grabner-Kräuter Customer Engagement Behavior: Interacting with Companies and Brands on Facebook 3 Tobias Langner, Alexander Fischer, and Philipp Brune Choose Your Ad Paper Type Carefully: How Haptic Ad Paper Characteristics affect Product Judgments 19 Edward C Malthouse, Mark Vandenbosch, and Su Jung Kim Social Media Engagement that Drives Purchase Behavior 29 Philipp Rauschnabel, Gunnar Mau, and Björn Sven Ivens Who “Likes” Brands? Exploring the Characteristics of Brand Fans on Facebook 43 Lotte M. Willemsen, Peter C. Neijens, and Fred A. Bronner Webcare as Customer Relationship and Reputation Management? Motives for Negative Electronic Word of Mouth and Their Effect on Webcare Receptiveness 55 Part II. The Faces of Advertising Shinyi Chin, Bradley Wilson, and Angelina Russo Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research 73 Esmeralda Crespo-Almendros and Salvador Del Barrio-García Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User’s Experience and Their Promotion-proneness 87 Jasmina Ilicic and Cynthia M. Webster Celebrities as Indirect Spokespeople in Advertising 103 X Valeria Noguti and Cristel Antonia Russell The Importance of the Social Context on the Impact of Product Placements 115 Polyxeni (Jenny) Palla, Rodoula H. Tsiotsou, and Yorgos C. Zotos Is Website Interactivity Always Beneficial? An Elaboration Likelihood Model Approach 131 Sandra Praxmarer-Carus and Marina I. Czerwinka Message Framing: How Source Credibility Moderates the Effects of Outcome Type and Outcome Valence 147 Jana Suklan and Vesna Žabkar Modeling Synergies in Cross-Media Strategies: On-line and Off-line Media 159 Martin K. J. Waiguny Investigating the Entertainment–Persuasion Link: Can Educational Games Influence Attitudes Toward Products? 173 Hilde A.M. Voorveld and Sanne Valkenburg Cross-Media Synergy: Exploring the Role of the Integration of Ads in Cross-Media Campaigns 187 Part III. Perceptions of Advertising Erlinde Cornelis, Veroline Cauberghe, and Patrick De Pelsmacker Health versus Appearance Focus in One- versus Two-sided Messages Discouraging Sun Tanning 203 Lynn De Vlieger, Liselot Hudders. and Gino Verleye The Effectiveness of Green Advertisements: Combining Ad-based and Consumer-based Research 213 Alexandra Langer ”I” Lose, “Others” Gain - Message Framing and Beneficial Appeals in Ads Promoting Green Consumption 223 Ingrid Moons and Patrick De Pelsmacker Developing Different Types of Anticipated Experience Positioning for Electric Cars 233