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    Wyświetlanie 1-8 z 8
    Tytuł:
    Holistic Model of Celebrity Endorsement in Political Marketing
    Autorzy:
    Mikuláš, Peter
    Powiązania:
    https://bibliotekanauki.pl/articles/514459.pdf
    Data publikacji:
    2016
    Wydawca:
    Uniwersytet Śląski. Wydział Nauk Społecznych
    Tematy:
    celebrity
    political marketing
    celebrity endorsement
    models of celebrity
    endorsement
    Opis:
    The aim of the paper is to provide useful tools for integral look at the celebrity endorsement process in political marketing that results in a holistic concept. The need for its creation was initiated by several authors, highlighting the inadequacy of partial approaches and thus limited possibilities for application of the existing models. Today, the main shortcomings of existing concepts of the theory and research in the field of celebrity endorsement lie in its fragmentation and inconsistency. The proposed model, based on theoretical research, has the ambition to open a wider debate on the issue and to provide practical tools for better understanding of the phenomenon.
    Źródło:
    Political Preferences; 2016, 13; 87-95
    2449-9064
    Pojawia się w:
    Political Preferences
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Reclaiming the House of the Representatives from Republicans: Case Study of Districts TX-32 and NJ-3
    Autorzy:
    Tomaszewski, Norbert
    Powiązania:
    https://bibliotekanauki.pl/articles/514535.pdf
    Data publikacji:
    2019
    Wydawca:
    Uniwersytet Śląski. Wydział Nauk Społecznych
    Tematy:
    political campaign
    social media
    midterms
    endorsement
    Opis:
    2018 midterm elections in the United States allowed more ethnically and racially diverse candidates to become members of the Congress. The use of social media tools helped them to reach out to their community and get out the vote, which is especially important in Democratic campaign tactics. The article, by focusing on Colin Allred's and Andy Kim's Congressional bids, focuses on how their issue-oriented campaigns helped to mobilize the liberal voters. Furthermore, by analysing the rapidly changing demographics, it tackles the crucial question: do they mean the doom of the Republican Party?
    Źródło:
    Political Preferences; 2019, 23; 37-54
    2449-9064
    Pojawia się w:
    Political Preferences
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    The consumer attitude towards the third-party organisation (TPO) endorsement – an empirical investigation in the child products category
    Autorzy:
    Tkaczyk, Jolanta
    Świeboda, Aleksandra
    Powiązania:
    https://bibliotekanauki.pl/articles/609838.pdf
    Data publikacji:
    2019
    Wydawca:
    Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
    Tematy:
    TPO endorsement
    expertise
    trust
    product for children
    Opis:
    Theoretical background: The issue of recommendations provided by institutions (third-party organisations) is rarely addressed in the literature. The market practice observation provides, however, numerous examples of the use of such recommendations. This is particularly visible in the recommendations given by scientific medical institutions in the form of a symbol – usually a logo and the name of the recommending organisation, used on packaging or in advertising campaigns. German Stiftung Warentest (test.de) and Austrian Verein für Konsumenteninformation (vki.at) provide a good benchmark because these institutions are established by the state’s authority to provide an independent assessment of products and to consequently protect the consumers’ interests. Polish scientific research institutions, such as the Institute of Mother and Child or the Institute of Food and Nutrition, have similar goals but they are operated and financed disparately.Purpose of the article: In this article, the aim is to present the concept of measuring the attitude towards the TPO endorsement and determining the antecedents of this phenomenon in the context of purchasing products for children by their mothers.Research methods: To develop the scale measuring the attitude towards TPO endorsement and to determine the antecedents of this occurrence, computer-assisted web interview (CAWI) research was conducted using a random sample of 1,001 women aged 25–45 having children up to age 6. Mothers of small children were chosen due to the character of products recommended by the analysed TPO (scientific medical institutions) in Poland. These are mainly products for children and purchasing decisions are made mostly by their mothers. The measurement scale was constructed on the basis of the ABC (affective, behavioural, cognitive) attitude, taking the expertise level and the source’s trustworthiness into account. A set of four statements measured by a four-point scale was adopted. The middle value was excluded on purpose to make respondents clearly declare whether or not they agree with a given statement.Main findings: The purchase of products for children is a prudent decision, often involving the entire family. Mothers willingly spend more on products for their children if they only have the option of paying for safer and better-quality products. From the results, 79% of the respondents are usually satisfied with the products recommended by a well-known medical research institution. For 71%, such institutions use their expert knowledge when recommending products for children. More than half of the respondents (54%) seek recommendations of medical research institutions when buying products for their children. The TPO endorsement in the form of a “seal” has the greatest importance in case of products for children in the following categories: food and beverages (81%), cosmetics (68%), hygienic products (51%), accessories (47%), toys (31%), clothes and shoes (16%).
    Theoretical background: The issue of recommendations provided by institutions (third-party organisations) is rarely addressed in the literature. The market practice observation provides, however, numerous examples of the use of such recommendations. This is particularly visible in the recommendations given by scientific medical institutions in the form of a symbol – usually a logo and the name of the recommending organisation, used on packaging or in advertising campaigns. German Stiftung Warentest (test.de) and Austrian Verein für Konsumenteninformation (vki.at) provide a good benchmark because these institutions are established by the state’s authority to provide an independent assessment of products and to consequently protect the consumers’ interests. Polish scientific research institutions, such as the Institute of Mother and Child or the Institute of Food and Nutrition, have similar goals but they are operated and fianced disparately.Purpose of the article: In this article, the aim is to present the concept of measuring the attitude towards the TPO endorsement and determining the antecedents of this phenomenon in the context of purchasing products for children by their mothers.Research methods: To develop the scale measuring the attitude towards TPO endorsement and to determine the antecedents of this occurrence, computer-assisted web interview (CAWI) research was conducted using a random sample of 1,001 women aged 25–45 having children up to age 6. Mothers of small children were chosen due to the character of products recommended by the analysed TPO (scientific medical institutions) in Poland. These are mainly products for children and purchasing decisions are made mostly by their mothers. The measurement scale was constructed on the basis of the ABC (affective, behavioural, cognitive) attitude, taking the expertise level and the source’s trustworthiness into account. A set of four statements measured by a four-point scale was adopted. The middle value was excluded on purpose to make respondents clearly declare whether or not they agree with a given statement.Main findings: The purchase of products for children is a prudent decision, often involving the entire family. Mothers willingly spend more on products for their children if they only have the option of paying for safer and better-quality products. From the results, 79% of the respondents are usually satisfied with the products recommended by a well-known medical research institution. For 71%, such institutions use their expert knowledge when recommending products for children. More than half of the respondents (54%) seek recommendations of medical research institutions when buying products for their children. The TPO endorsement in the form of a “seal” has the greatest importance in case of products for children in the following categories: food and beverages (81%), cosmetics (68%), hygienic products (51%), accessories (47%), toys (31%), clothes and shoes (16%).
    Źródło:
    Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia; 2019, 53, 3
    0459-9586
    Pojawia się w:
    Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    The effectiveness of celebrity endorsements in Polish magazines
    Autorzy:
    Kowalewska, Kinga
    Powiązania:
    https://bibliotekanauki.pl/articles/652821.pdf
    Data publikacji:
    2018
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    advertising
    celebrity endorsement
    press advertisements
    trust and efficiency
    advertising recall
    Opis:
    Due to several cognitive processes, celebrity endorsements are effective in increasing sales. The presence of a famous person in an advertisement can command extra attention which may translate into an increase in sales. The aim of the paper is to show the scale of popularity of endorsement in Polish press advertisements in selected magazines directed at different target groups. The study relies, in part, on qualitative content analysis, and uses a survey to determine the effectiveness of celebrity endorsement as a marketing strategy in building trust around a given brand or product and the credibility of an advertising message among its target audience. The final section of the research presents the recall rates for brands/product and their endorsers. Generally, it has been found that celebrity endorsement as a marketing strategy more popular in Poland than in the USA, and a number of particular criteria have to be met in order for it to be efficient. The data reveal that the names of the endorsing celebrities are more strongly associated with advertised products and brands, than the products or brands with their endorsers’ names.
    Źródło:
    Annales. Etyka w Życiu Gospodarczym; 2018, 21, 4; 31-44
    1899-2226
    2353-4869
    Pojawia się w:
    Annales. Etyka w Życiu Gospodarczym
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    The Overview of the Presidential Primary Campaign of Bernie Sanders: the Analysis of his Political Background and the Influence of Celebrity Endorsement and Social Media on Voters
    Autorzy:
    Tomaszewski, Norbert
    Powiązania:
    https://bibliotekanauki.pl/articles/514421.pdf
    Data publikacji:
    2017
    Wydawca:
    Uniwersytet Śląski. Wydział Nauk Społecznych
    Tematy:
    Internet 2.0
    political marketing
    voter behaviour
    celebrity endorsement
    Democratic Party
    social media
    political campaigns
    Opis:
    Bernie Sanders became the phenomenon of this year's Presidential Primary campaign in the Democratic Party. In order to analyse his road to success, I have decided to focus on three main factors, that helped him conquer on an equal level with Hillary Clinton: his political background, the social media activity of his campaign staff and the celebrity endorsement. The aim of this article is to show, how in the 21st century, the role of the traditional media during the campaign is weakened by the influence of the Internet 2.0 tools. The work also focuses on the behaviour of the American voters and what impact does the regular internet use have on them.
    Źródło:
    Political Preferences; 2017, 14; 137-156
    2449-9064
    Pojawia się w:
    Political Preferences
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    The Impact of the Internet 2.0 on the Voting Behaviour in the United States of America – the Analysis of the 2016 Presidential Primaries
    Autorzy:
    Tomaszewski, Norbert
    Powiązania:
    https://bibliotekanauki.pl/articles/647800.pdf
    Data publikacji:
    2017
    Wydawca:
    Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
    Tematy:
    celebrity endorsement
    social media
    Internet 2.0
    voting behaviour in United States of America
    presidential primaries
    political marketing
    Opis:
    The aim of the article is to study, whether the voting behaviour of the electorate in the US can be heavily influenced by the use of social media during the political campaign. It also focuses on the celebrity endorsement, which is becoming one of the most important parts of the campaigning process in the United States. The article analyses the presidential primary campaigns of four most popular politicians who took part in the 2016 elections.
    Źródło:
    Annales Universitatis Mariae Curie-Skłodowska, sectio K – Politologia; 2017, 24, 1
    1428-9512
    2300-7567
    Pojawia się w:
    Annales Universitatis Mariae Curie-Skłodowska, sectio K – Politologia
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Authentic Deception or the Ethos Paradox of Social Media Influencers: Female Emirati Consumers’ Perception of Instagram Models
    Autorzy:
    Karimova, Gulnara Z.
    Alexe, Denisa Nicoleta
    Powiązania:
    https://bibliotekanauki.pl/articles/1195840.pdf
    Data publikacji:
    2021-06-30
    Wydawca:
    Uniwersytet Warszawski. Katedra Italianistyki. Polskie Towarzystwo Retoryczne
    Tematy:
    modelki
    Instagram
    influencerzy
    wpływ
    retoryka wizualna
    marketing w mediach społecznościowych
    models
    influencers
    endorsement
    visual rhetoric
    social media marketing
    Opis:
    Instagram is the fastest rising social medium used by young people in the United Arab Emirates (UAE) and therefore constitutes a superb means for companies to advertise their brands. To better inform the selection of the most well-targeted and effective models for advertising products, this research first analyzed UAE-based Instagram posts to explore the types of models used for different types of advertising content on Instagram. Individual interviews were then conducted with Emirati women consumers to determine the criteria they use when reviewing Instagram models in terms of the intention to purchase. Results reveal that there are three archetypal models connected with product ranges relating to (1) beauty, (2) health, and (3) fashion. Four determining factors in purchase decisions emerged, namely, (1) product effect, (2) product display, (3) the modesty of the models, and (4) the pose of the models. These last two, and most notably, the modesty of the model, is perhaps somewhat uniquely relevant to the region given the primacy of female modesty within the Islamic canon. Moreover, the majority of women interviewed stressed that they favor models who exemplify a realistic lifestyle and authentic beauty. While the goal of effortless perfection is a common one, this objective may be more dominant in this socio-cultural region, given the Islamic prescriptions on female modesty. Such a desire for an effortless perfection and authentic deception characterizes the essence of the ethos paradox of Instagram models. The value of this empirical investigation is that it highlights a potential pitfall for advertisers in making the assumption that featuring strong influencers in their advertising is necessarily an enhancement of sales potential. Moreover, it illustrates how Instagram endorsement functions in this geopolitical context and offers guidelines for optimizing Instagram advertising.
    Instagram, jako najszybciej rozwijające się medium społecznościowe wykorzystywane przez młodych ludzi w Zjednoczonych Emiratach Arabskich (ZEA), jest doskonałą przestrzenią do reklamowania marek. Niniejszy artykuł przedstawia analizę instagramowych postów z Emiratów, która wskazuje najlepiej dopasowane do odbiorców i najskuteczniejsze sposoby wykorzystania modelek w reklamie produktów. Przeprowadzone następnie indywidualne wywiady z konsumentkami z Emiratów pozwoliły określić kryteria, według których oceniają one posty pod kątem zamiaru zakupu. Wyniki pokazują, że istnieją trzy archetypowe modele związane z typami produktów, które dotyczą (1) piękna, (2) zdrowia, (3) mody. Pojawiły się cztery czynniki determinujące decyzje zakupowe: efekt produktu, ekspozycja produktu, skromność modelek i ich poza. Te dwa ostatnie, a przede wszystkim skromność modelki, są prawdopodobnie wyjątkowo istotne dla regionu, biorąc pod uwagę prymat kobiecej skromności w islamskim kanonie. Ponadto większość ankietowanych kobiet podkreślała, że preferuje modelki, które są przykładem realistycznego stylu życia i autentycznej urody. Pragnienie osiągnięcia doskonałości bez wysiłku i pozorny autentyzm to sedno paradoksu etosu modelek na Instagramie. Wartość tego badania empirycznego polega na tym, że pokazuje ono potencjalną pułapkę dla reklamodawców - założenie, że zaangażowanie do reklamy znaczących influencerów gwarantuje zwiększenie sprzedaży. Ponadto wyniki badania wyjaśniają, jak działa poparcie na Instagramie w danym kontekście geopolitycznym i proponują wytyczne dotyczące optymalizacji reklam na Instagramie.
    Źródło:
    Res Rhetorica; 2021, 8, 2; 130-143
    2392-3113
    Pojawia się w:
    Res Rhetorica
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Do the Celebrity Politics Really Matter for Hispanic Voters Today? The Comparison of Barack Obama’s and Donald Trump’s Presidential Campaigns
    Czy celebryci mogą mieć wpływ na decyzje latynoamerykańskiego wyborcy? Porównanie prezydenckich kampanii Baracka Obamy i Donalda Trumpa
    Autorzy:
    Tomaszewski, Norbert
    Powiązania:
    https://bibliotekanauki.pl/articles/1940557.pdf
    Data publikacji:
    2018-09-30
    Wydawca:
    Wydawnictwo Adam Marszałek
    Tematy:
    celebrity endorsement
    Latino Americans
    Hispanics
    video
    support
    candidate
    political marketing
    presidential elections
    Barack Obama
    Donald Trump
    Democratic Party
    Republican Party
    celebrity politics
    celebrytyzacja polityki
    Latynoamerykanie
    kampania wyborcza
    Partia Demokratyczna
    Donald Trump
    Barack Obama
    zachowanie wyborcze
    Opis:
    The fast-growing Latino community in the United States became one of the most influential voting groups of this decade. The article shows how President Obama used the endorsement of Hispanic celebrities through viral videos and fundraisers to win among this community, while acknowledging and comparing this case to Donald Trump’s presidential campaign in 2016, during which he could not count on the celebrities of Latin descent. The article tries to answer the question whether Hollywood can or cannot influence the ethnic voting groups and why this way of canvassing is only possible for the Democratic Party.
    Latynoamerykanie przez zwiększanie swojej liczebności mają coraz większy wpływ na wyniki wyborów w Stanach Zjednoczonych. Artykuł pokazuje, w jaki sposób Barack Obama wykorzystał poparcie celebrytów latynoskiego pochodzenia, by zdobyć głosy tej grupy społecznej. Jednocześnie rezultat badania porównano z kampanią Donalda Trumpa z 2016 roku, będącego w zupełnie innej sytuacji. Czy Hollywood faktycznie jest w stanie wpłynąć na wynik wyborów przez manipulację zachowaniem wyborczym wybranych grup etnicznych? Czy taki sposób prowadzenia kampanii wyborczej to jedyna droga dla Partii Demokratycznej w XXI wieku? Na te oraz wiele innych pytań autor stara się odpowiedzieć, opierając się na teoriach marketingowych.
    Źródło:
    Athenaeum. Polskie Studia Politologiczne; 2018, 59; 158-177
    1505-2192
    Pojawia się w:
    Athenaeum. Polskie Studia Politologiczne
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-8 z 8

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