Search results for: Trust in advertising

Authors: Duygu Aydin

Abstract:

Advertising today has already become an integral part of human life as a building block of the consumer community. A component of the value chain of the media, advertising sector is struggling increasingly harder to find new methods to reach consumers. The tendency towards experimental marketing practices is increasing day by day, especially to divert consumers from the idea “They are selling something to me.” It is therefore considered a good idea to investigate the trust in ad media of consumers, who are today exposed to a great bulk of information from advertising sector. In this study, the current value of ad media for the young consumer will be investigated. Data on various ad media reliability will be comparatively analyzed and young consumers will be traced by including university students in the study. In this research, which will be performed on students studying at the Selçuk University (Turkey) by random sampling method, data will be obtained by survey technique and evaluated by a statistical analysis.

Keywords: Trust in advertising, ad medium, media.

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Authors: Laimona Sliburyte

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The goal of this study was to disclose the core of the advertising research based on the psychological aspects by acquainting with the nature of advertising research and revealing the importance of psychological aspects of advertising during the advertising research. The growing interest in consumer response to advertisement served as an encouragement to make the analysis of psychological aspects of the advertising research, because the information obtained during the advertising research helps to answer the question how advertising really works. In the research analysis focuses on the nature of advertising research. The place of advertising research in advertisement planning process and the advertising research process are unfolded. Moreover, the importance of psychological aspects in the advertising research is being examined. The certain psychological aspects like the particularities of advertising communication process, psychological process that are active at advertising acceptance and awareness process as well as the advertising effects are analysed in more detail.

Keywords: Advertising, communication process, advertising message, advertising psychology.

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Authors: Farag Azzedin, Ali Rizvi

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In any trust model, the two information sources that a peer relies on to predict trustworthiness of another peer are direct experience as well as reputation. These two vital components evolve over time. Trust evolution is an important issue, where the objective is to observe a sequence of past values of a trust parameter and determine the future estimates. Unfortunately, trust evolution algorithms received little attention and the proposed algorithms in the literature do not comply with the conditions and the nature of trust. This paper contributes to this important problem in the following ways: (a) presents an algorithm that manages and models trust evolution in a P2P environment, (b) devises new mechanisms for effectively maintaining trust values based on the conditions that influence trust evolution , and (c) introduces a new methodology for incorporating trust-nurture incentives into the trust evolution algorithm. Simulation experiments are carried out to evaluate our trust evolution algorithm.

Keywords: P2P, Trust, Reputation, Incentives.

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Authors: Han Nguyen

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The objectives of this study is to investigate the impact of culture on advertising appeals in mobile phone industry via social media channel in UK, Brazil and India. Content analysis on Samsung and Nokia commercials in YouTube is conducted. The result indicates that the advertising appeals are both congruent and incongruent with cultural dimensions in UK, Brazil and India. The result suggests that Hofstede and value paradoxes might be the tools to predict the relationship between cultural values and advertising appeals.

Keywords: Advertising appeal, international advertising, mobile phone advertising, social media advertising.

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Authors: Laimona Sliburyte

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Today advertising is actively penetrating into many spheres of our lives. We cannot imagine the existence of a lot of economic activities without advertising. That mostly concerns trade and services. Everyone of us should look better into the everyday communication and carefully consider the amount and the quality of the information we receive as well as its influence on our behaviour. Special attention should be paid to the young generation. Theoretical and practical research has proved the ever growing influence of information (especially the one contained in advertising) on a society; on its economics, culture, religion, politics and even people-s private lives and behaviour. Children have plenty of free time and, therefore, see a lot of different advertising. Though education of children is in the hands of parents and schools, advertising makers and customers should think with responsibility about the selection of time and transmission channels of child targeted advertising. The purpose of the present paper is to investigate the influence of advertising upon consumer views and behaviour of children in different age groups. The present investigation has clarified the influence of advertising as a means of information on a certain group of society, which in the modern information society is the most vulnerable – children. In this paper we assess children-s perception and their understanding of advertising.

Keywords: Advertising, children, children targeted advertising, consumer socialization process.

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Authors: Farag Azzedin, Ahmad Ridha, Ali Rizvi

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Trust management is one of the drawbacks in Peer-to-Peer (P2P) system. Lack of centralized control makes it difficult to control the behavior of the peers. Reputation system is one approach to provide trust assessment in P2P system. In this paper, we use fuzzy logic to model trust in a P2P environment. Our trust model combines first-hand (direct experience) and second-hand (reputation)information to allow peers to represent and reason with uncertainty regarding other peers' trustworthiness. Fuzzy logic can help in handling the imprecise nature and uncertainty of trust. Linguistic labels are used to enable peers assign a trust level intuitively. Our fuzzy trust model is flexible such that inference rules are used to weight first-hand and second-hand accordingly.

Keywords: P2P Systems; Trust, Reputation, Fuzzy Logic.

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Authors: Radoslav Delina, Michal Tkáč

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Globalization, supported by information and communication technologies, changes the rules of competitiveness and increases the significance of information, knowledge and network cooperation. In line with this trend, the need for efficient trust-building tools has emerged. The absence of trust building mechanisms and strategies was identified within several studies. Through trust development, participation on e-business network and usage of network services will increase and provide to SMEs new economic benefits. This work is focused on effective trust building strategies development for electronic business network platforms. Based on trust building mechanism identification, the questionnairebased analysis of its significance and minimum level of requirements was conducted. In the paper, we are confirming the trust dependency on e-Skills which play crucial role in higher level of trust into the more sophisticated and complex trust building ICT solutions.

Keywords: Correlation analysis, decision trees, e-marketplace, trust building

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Authors: Tae Kyung Kim, Hee Suk Seo

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Adapting various sensor devices to communicate within sensor networks empowers us by providing range of possibilities. The sensors in sensor networks need to know their measurable belief of trust for efficient and safe communication. In this paper, we suggested a trust model using fuzzy logic in sensor network. Trust is an aggregation of consensus given a set of past interaction among sensors. We applied our suggested model to sensor networks in order to show how trust mechanisms are involved in communicating algorithm to choose the proper path from source to destination.

Keywords: Fuzzy, Sensor Networks, Trust.

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Authors: Hoda Waguih

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A serious problem on the WWW is finding reliable information. Not everything found on the Web is true and the Semantic Web does not change that in any way. The problem will be even more crucial for the Semantic Web, where agents will be integrating and using information from multiple sources. Thus, if an incorrect premise is used due to a single faulty source, then any conclusions drawn may be in error. Thus, statements published on the Semantic Web have to be seen as claims rather than as facts, and there should be a way to decide which among many possibly inconsistent sources is most reliable. In this work, we propose a trust model for the Semantic Web. The proposed model is inspired by the use trust in human society. Trust is a type of social knowledge and encodes evaluations about which agents can be taken as reliable sources of information or services. Our proposed model allows agents to decide which among different sources of information to trust and thus act rationally on the semantic web.

Keywords: Semantic Web, Trust, Web of Trust, WWW.

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Authors: V. Uma Rani, K. Soma Sundaram

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The major challenge faced by wireless sensor networks is security. Because of dynamic and collaborative nature of sensor networks the connected sensor devices makes the network unusable. To solve this issue, a trust model is required to find malicious, selfish and compromised insiders by evaluating trust worthiness sensors from the network. It supports the decision making processes in wireless sensor networks such as pre key-distribution, cluster head selection, data aggregation, routing and self reconfiguration of sensor nodes. This paper discussed the kinds of trust model, trust metrics used to address attacks by monitoring certain behavior of network. It describes the major design issues and their countermeasures of building trust model. It also discusses existing trust models used in various decision making process of wireless sensor networks.

Keywords: Attacks, Security, Trust, Trust model, Wireless sensor network.

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Authors: Yun-Chia Tang, Hung-Chang Chiu

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Authenticity in advertising is the cornerstone of modern marketing. Despite research advances related to the role of authenticity in marketing, it remains unclear why customers respond to authentic brand stories. The results show that different personality traits will moderate the influence of different authenticity on the levels of emotion. Whether indexically authentic or iconically authentic advertisements were shown to extroverts, open people and agreeable people, they will evoke more positive emotions. When neurotic people and conscientious people see the iconically authentic advertising rather than the indexically authentic advertising, they will produce more negative emotions. In addition, the emotion evoked by advertising had significant positive impact on brand attitude evoked by advertising had significant negative impact on brand attitude. These findings provide some managerial implications and directions for further research.

Keywords: Advertising, authenticity, emotion, personality traits.

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Authors: Martin Klepek

Abstract:

This paper presents results of primary quantitative research on viral advertising with focus on popularity and willingness to share viral video among Czech Internet population. It starts with brief theoretical debate on viral advertising, which is used for the comparison of the results. For purpose of collecting data, online questionnaire survey was given to 384 respondents. Statistics utilized in this research included frequency, percentage, correlation and Pearson’s Chi-square test. Data was evaluated using SPSS software. The research analysis disclosed high popularity of viral advertising video among Czech Internet population but implies lower willingness to share it. Significant relationship between likability of viral video technique and age of the viewer was found.

Keywords: Internet advertising, Internet population, promotion, marketing communication, viral advertising, viral video.

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Authors: Simon Samwel Msanjila

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Networked environments which provide platforms for business organizations are configured in different forms depending on many factors including life time, member characteristics, communication structure, and business objectives, among others. With continuing advances in digital technologies the distance has become a less barrier for business minded collaboration among organizations. With the need and ease to make business collaborate nowadays organizations are sometimes forced to co-work with others that are either unknown or less known to them in terms of history and performance. A promising approach for sustaining established collaboration has been establishment of trust relationship among organizations based on assessed trustworthiness for each participating organization. It has been stated in research that trust in organization is dynamic and thus assessment of trust level must address such dynamic nature. This paper assesses relevant aspects of trust and applies the assessed concepts to propose a semi-automated system for the management of Sustainability and Evolution of trust in organizations participating in specific objective in a networked organizations environment.

Keywords: Trust evolution, trust sustainability, networked organizations, dynamic trust.

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Authors: O. Mauroner, L. Le, S. Best

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Digital technologies offer many opportunities in the design and implementation of brand communication and advertising. Augmented reality (AR) is an innovative technology in marketing communication that focuses on the fact that virtual interaction with a product ad offers additional value to consumers. AR enables consumers to obtain (almost) real product experiences by the way of virtual information even before the purchase of a certain product. Aim of AR applications in relation with advertising is in-depth examination of product characteristics to enhance product knowledge as well as brand knowledge. Interactive design of advertising provides observers with an intense examination of a specific advertising message and therefore leads to better brand knowledge. The elaboration likelihood model and the central route to persuasion strongly support this argumentation. Nevertheless, AR in brand communication is still in an initial stage and therefore scientific findings about the impact of AR on information processing and brand attitude are rare. The aim of this paper is to empirically investigate the potential of AR applications in combination with traditional print advertising. To that effect an experimental design with different levels of interactivity is built to measure the impact of interactivity of an ad on different variables o advertising effectiveness.

Keywords: Advertising effectiveness, augmented reality, brand communication, brand recall, interactivity.

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Authors: Anne A. Christopher

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This study examines the use of the persuasive strategy of deixis and personalization in advertising slogans. This rhetorical/ stylistic and linguistic strategy has been found to be widely used in advertising slogans for over a century. A total of five hundred advertising slogans of multinational companies in both product and service sectors were obtained. The analysis reveals the 3 main components of this strategy as being deictic words, absolute uniqueness and personal pronouns. The percentage and mean of the use of the 3 components are tabulated. The findings show that advertisers have used this persuasive strategy in creative ways to persuade consumers to buy their products and services.

Keywords: Advertising slogans, deixis, personalization, persuasive strategy.

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Authors: J. Zavodny Pospisil, L. S. Zavodna, K. Cerna

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The goal of this paper is to identify the main differences in the way men and women perceive TV ads. This paper is based on a research project conducted partly as a review of relevant papers, which deals with gender influence on the cognitive process and postmodern perception of advertising. In addition to that, qualitative research was conducted by means of interviews and structured questionnaires. Furthermore, data acquired from the research were used to evaluate our objectives and hypotheses. The goal of this paper is to compare women's and men's perception of advertisement. Although women are able to perceive more details than men, men are more susceptible to sexual appeals in advertising. Significant differences were also found in the perception of sexual appeals in the context of gender.

Keywords: Advertising, consumer, emotion, gender, psychology of advertising.

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Authors: Jasmine Adela Mutang, Alfred Chan Huan Zhi, Norzihan Ayub, Chua Bee Seok, Rosnah Ismail, Ooh Siew Ling, Uichol Kim

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This study aims to investigate how much both son and daughter trust their father and what are the underlying reasons they trust their father. The results revealed five main reasons why Malaysian adolescents trust their father. Those reasons are related to the role of father, father-child relationship, father-s characteristics, father-s nurturing nature and father-s attitude and behavior. A total of 1022 students (males = 241, females = 781) from one of public university in Sabah, Malaysia participated in the study. The participants completed open-ended questionnaires developed by Kim (2008), asking how much the adolescents trust their father, and the reasons why they trust their father. The data was analysed by using the indigenous psychology method proposed by [1] Findings of this study revealed the pattern of trust towards father for both Malaysian male and female adolescents. The results contributed new information about Malaysian adolescents- trust towards their father form the indigenous context. The implications of finding will be discussed.

Keywords: Adolescent, Father-child relationship, Indigenous Psychology, Trust.

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Authors: Naser Zourikalatehsamad, Seyed Abdorreza Payambarpour, Ibrahim Alwashali, Zahra Abdolkarimi

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The paper aims to evaluate the effect of online advertising on consumer purchase behavior in Malaysian organizations. The paper has potential to extend and refine theory. A survey was distributed among Students of UTM university during the winter 2014 and 160 responses were collected. Regression analysis was used to test the hypothesized relationships of the model. Result shows that the predictors (cost saving factor, convenience factor and customized product or services) have positive impact on intention to continue seeking online advertising.

Keywords: Consumer purchase, convenience, customized product, cost saving, customization, flow theory, mass communication, online advertising ads, online advertising measurement, online advertising mechanism, online intelligence system, self-confidence, willingness to purchase.

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Authors: Malika Yaici, Anis Oussayah, Mohamed Ahmed Takerrabet

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Security of context-aware ubiquitous systems is paramount, and authentication plays an important aspect in cloud computing and ubiquitous computing. Trust management has been identified as vital component for establishing and maintaining successful relational exchanges between trading partners in cloud and ubiquitous systems. Establishing trust is the way to build good relationship with both client and provider which positive activates will increase trust level, otherwise destroy trust immediately. We propose a new context-aware authentication system using a trust management system between client and server, and between servers, a trust which induces partnership, thus to a close cooperation between these servers. We defined the rules (algorithms), as well as the formulas to manage and calculate the trusting degrees depending on context, in order to uniquely authenticate a user, thus a single sign-on, and to provide him better services.

Keywords: Ubiquitous computing, context-awareness, authentication, trust management.

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Authors: Handan Ertaş

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The aim of the study is to determine the relationship between organizational trust level and organizational justice of Municipality officials. Correlational method has been used via descriptive survey model and Organizational Justice Perception Scale, Organizational Trust Inventory and Interpersonal Trust Scale have been applied to 353 participants who work in Konya Metropolitan Municipality and central district municipalities in the study. Frequency as statistical method, Independent Samples t test for binary groups, One Way-ANOVA analyses for multi-groups and Pearson Correlation analysis have been used to determine the relation in the data analysis process.It has been determined in the outcomes of the study that participants have high level of organizational trust, “Interpersonal Trust” is in the first place and there is a significant difference in the favor of male officials in terms of Trust on the Organization Itself and Interpersonal Trust. It has also been understood that officials in district municipalities have higher perception level in all dimensions, there is a significant difference in Trust on the Organization sub-dimension and work status is an important factor on organizational trust perception. Moreover, the study has shown that organizational justice implementations are important in raising trust of official on the organization, administrator and colleagues, and there is a parallel relation between Organizational Trust components and Organizational Trust dimensions.

Keywords: Konya, Organizational Justice, Organizational.

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Authors: G.Kavitha, V.Sankaranarayanan

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Grid computing provides a virtual framework for controlled sharing of resources across institutional boundaries. Recently, trust has been recognised as an important factor for selection of optimal resources in a grid. We introduce a new method that provides a quantitative trust value, based on the past interactions and present environment characteristics. This quantitative trust value is used to select a suitable resource for a job and eliminates run time failures arising from incompatible user-resource pairs. The proposed work will act as a tool to calculate the trust values of the various components of the grid and there by improves the success rate of the jobs submitted to the resource on the grid. The access to a resource not only depend on the identity and behaviour of the resource but also upon its context of transaction, time of transaction, connectivity bandwidth, availability of the resource and load on the resource. The quality of the recommender is also evaluated based on the accuracy of the feedback provided about a resource. The jobs are submitted for execution to the selected resource after finding the overall trust value of the resource. The overall trust value is computed with respect to the subjective and objective parameters.

Keywords: access control, feedback, grid computing, reputation, security, trust, trust parameter.

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Authors: P. Suparada, D. Eakapotch

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The objectives were to analyze the using of new media in the form of set up candid clip that affects the product and presenter, to study the effectiveness of using new media in the form of set up candid clip in order to increase the circulation and audience satisfaction and to use the earned information and knowledge to develop the communication for publicizing and advertising via new media. This research is qualitative research based on questionnaire and in-depth interview from experts. The findings showed the advantages and disadvantages of communication for publicizing and advertising via new media in the form of set up candid clip including with the specific target group for this kind of advertising. It will be useful for fields of publicizing and advertising in the new media forms at the present.

Keywords: Candid Clip, Communication, New Media, Social Network.

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Authors: Ying-Hueih Chen, Jyh-Jeng Wu, Shu-Hua Chien, Yui-Chuin Shiah

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Interorganizational knowledge sharing is the major driving force to maximize the operational benefits across supply chain. Trust is considered as the key to facilitate knowledge sharing. This research proposes shared values and relational embeddedness as antecedents of interorganizational trust. Survey based on managers in major industrial parks in Taiwan confirm that trust is enforced when organizations develop shared values and formed social relational embeddedness. Trust leads to interorganizational knowledge sharing. This research has theoretical and practical implications.

Keywords: Shared Goal, Relational Embeddedness, Trust, Knowledge Sharing.

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Authors: Denis Trcek

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Trust is essential for further and wider acceptance of contemporary e-services. It was first addressed almost thirty years ago in Trusted Computer System Evaluation Criteria standard by the US DoD. But this and other proposed approaches of that period were actually solving security. Roughly some ten years ago, methodologies followed that addressed trust phenomenon at its core, and they were based on Bayesian statistics and its derivatives, while some approaches were based on game theory. However, trust is a manifestation of judgment and reasoning processes. It has to be dealt with in accordance with this fact and adequately supported in cyber environment. On the basis of the results in the field of psychology and our own findings, a methodology called qualitative algebra has been developed, which deals with so far overlooked elements of trust phenomenon. It complements existing methodologies and provides a basis for a practical technical solution that supports management of trust in contemporary computing environments. Such solution is also presented at the end of this paper.

Keywords: internet security, trust management, multi-agent systems, reasoning and judgment, modeling and simulation, qualitativealgebra

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Authors: K. Pongiannan

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Advertising is one of the important marketing strategies and the choice of media is an important aspect of effectiveness of advertising media. The two most popular advertising media, TV and web media are highly effective in creating successful advertisements as they influence the purchase decision of the viewers. Although TV and web are electronic media, they are unique in their features and traits of advertising. Hence, the present study attempts to analyze the influence of these two media towards buying behavior of the viewers. The two media are analyzed separately to determine its level of influence towards buying behavior and finally a comparative analysis of these media is attempted to find the difference in their level of influence.

Keywords: Buying Behavior, TV, web, media for advertisements.

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Authors: Salima Hacini, Zahia Guessoum, Zizette Boufaïda

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Human activities are increasingly based on the use of remote resources and services, and on the interaction between remotely located parties that may know little about each other. Mobile agents must be prepared to execute on different hosts with various environmental security conditions. The aim of this paper is to propose a trust based mechanism to improve the security of mobile agents and allow their execution in various environments. Thus, an adaptive trust mechanism is proposed. It is based on the dynamic interaction between the agent and the environment. Information collected during the interaction enables generation of an environment key. This key informs on the host-s trust degree and permits the mobile agent to adapt its execution. Trust estimation is based on concrete parameters values. Thus, in case of distrust, the source of problem can be located and a mobile agent appropriate behavior can be selected.

Keywords: Internet security, malicious host, mobile agent security, trust management

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Authors: Ahmed Shuhaiber, Hans Lehmann

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Mobile payments have been deployed by businesses for more than a decade. Customers use mobile payments if they trust in this relatively new payment method, have a belief and confidence in, as well as reliance on its services and applications. Despite its potential, the current literature shows that there is lack of customer trust in B2C mobile payments, and a lack of studies that determine the factors that influence their trust in these payments; which make these factors yet to be understood, especially in the Middle East region. Thus, this study aims to explore the factors that influence customer trust in mobile payments. The empirical data for this explorative study was collected by establishing four focus group sessions in the UAE. The results indicate that the explored significant factors can be classified into five main groups: customer characteristics, environmental (social and cultural) influences, provider characteristics, mobile-device characteristics, and perceived risks.

Keywords: B2C mobile payments, Mobile commerce, Mobile payment services and application, Trust in mobile payments.

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Authors: Dzul Fahmi Nordin, Rosmini Omar

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This paper analyzed the perception of e-commerce application services by construction material traders in Malaysia. Five attributes were tested: usability, reputation, trust, privacy and familiarity. Study methodology consists of survey questionnaire and statistical analysis that includes reliability analysis, factor analysis, ANOVA and regression analysis. The respondents were construction material traders, including hardware stores in Klang Valley, Kuala Lumpur. Findings support that usability and familiarity with e-commerce services in Malaysia have insignificant influence on the acceptance of e-commerce application. However, reputation, trust and privacy attributes have significant influence on the choice of e-commerce acceptance by construction material traders. E-commerce applications studied included customer database, e-selling, emarketing, e-payment, e-buying and online advertising. Assumptions are made that traders have basic knowledge and exposure to ICT services. i.e. internet service and computers. Study concludes that reputation, privacy and trust are the three website attributes that influence the acceptance of e-commerce by construction material traders.

Keywords: Electronic Commerce (e-Commerce), Information and Communications Technology (ICT), Small Medium Enterprise (SME)

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Authors: Alec Wells, Aminu Bello Usman, Justin McKeown

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The growing usage of smart speakers raises many privacy and trust concerns compared to other technologies such as smart phones and computers. In this study, a proxy measure of trust is used to gauge users’ opinions on three different technologies based on an empirical study, and to understand which technology most people are most likely to trust. The collected data were analysed using the Kruskal-Wallis H test to determine the statistical differences between the users’ trust level of the three technologies: smart speaker, computer and smart phone. The findings of the study revealed that despite the wide acceptance, ease of use and reputation of smart speakers, people find it difficult to trust smart speakers with their sensitive information via the Direct Voice Input (DVI) and would prefer to use a keyboard or touchscreen offered by computers and smart phones. Findings from this study can inform future work on users’ trust in technology based on perceived ease of use, reputation, perceived credibility and risk of using technologies via DVI.

Keywords: Direct voice input, risk, security, technology and trust.

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Authors: Mui Joo Tang, Eang Teng Chan

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Advertising is commonly used to foster sales and reputation of an institution. It is at first the growth of print advertising that has increased the population and number of periodicals of newspaper and its circulation. The rise of Internet and online media has somehow blurred the role of media and advertising though the intention is still to reach out to audience and to increase sales. The relationship between advertising and audience on a product purchase through persuasion has been developing from print media to online media. From the changing media environment and audience, it is the concern of this research to study the impact of online advertising to such a relationship cycle. The content of online advertisements is much of text, multimedia, photo, audio and video. The messages of such content format may indeed bring impacts to its audience and its credibility. This study is therefore reflecting the effectiveness of online advertisement and its influences on generation Y in their purchasing behavior. This study uses Media Dependency Theory to analyze the relationship between the impact of online advertisement and media usage pattern of generation Y. Hierarchy of Effectiveness Model is used as a marketing communication model to study the effectiveness of advertising and further to determine the impact of online advertisement on generation Y in their purchasing decision making. This research uses online survey to reach out the sample of generation Y. The results have shown that online advertisements do not affect much on purchase decision making even though generation Y relies much on the media content including online advertisement for its information and believing in its credibility. There are few other external factors that may interrupt the effectiveness of online advertising. The very obvious influence of purchasing behavior is actually derived from the peers.

Keywords: Generation Y, online advertising, online media, persuasion, print media, purchase decision.

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