In the dynamic landscape of advertising, the rapid evolution of digital media has necessitated a reevaluation of theories and strategies to harness the potential of technological advancements in consumer engagement. The special issue of the International Journal of Advertising, dedicated to ‘Advertising in the era of digital media evolution,’ presents a comprehensive exploration of this evolution through six insightful research articles, selected from the best papers presented at the 2022 International Conference of Asian Marketing Association (ICAMA) hosted by the Korean Marketing Association (KMA). These contributions, meticulously organized into three thematic areas—contextual advertising, persuasion in new media, and advertising technology—offer a multifaceted view of the challenges and opportunities that lie within the digital advertising realm.
Contextual advertising: navigating the digital terrain
The significance of context in advertising cannot be overstated, particularly in the digital age where consumer engagement can be significantly influenced by the relevancy of the advertisement’s placement. The research by Park et al. examines the process of location-based advertising effectiveness, highlighting how brand trustworthiness and credibility can enhance the acceptance of such advertisements, thereby influencing consumer engagement behaviors. The moderation effects of privacy concerns and social influence underscore the importance of a nuanced approach to digital advertising strategies. On the other hand, Whang et al.'s study on purchase hesitation in the face of peer feedback elucidates the power of promotional messages in mitigating hesitancy, suggesting that digital platforms offer a unique opportunity to address consumer doubts in real-time, thus maintaining the initial purchase intent.
Persuasion in digital media: the emotional and cognitive pathways
The power of persuasion in digital media is examined through various lenses, from the role of emotions such as shame, explored by So et al. to the strategic use of time perception and regulatory focus. The research on shame’s impact on advertisement recall and attitudes reveals an intriguing aspect of consumer psychology, where shame can enhance engagement with digital content. In contrast, Kim et al.'s study on elderly consumers’ motivational shifts offers insights into how digital advertising can be tailored to either rational or emotional messages based on time perception and goal orientation, emphasizing the importance of message framing. Furthermore, Ono et al.’s examination of celebrity endorsements and gestural cues in digital advertisements underscores the evolving nature of persuasion, where non-verbal cues and familiar faces can significantly influence consumer responses.
Advertising technology: bridging Human-AI interactions
The intersection of advertising and technology is perhaps most vividly represented in the study of human-AI interaction by Ahn et al. which sheds light on the ethical dimensions and consumer perceptions of AI in advertising. The study’s focus on anthropomorphism and the perceived freewill of AI offers a deeper understanding of consumer expectations and the ethical responsibilities attributed to AI, highlighting the importance of accommodative communication strategies in mitigating negative perceptions of AI's unethical behavior.
This special issue not only encapsulates the multifaceted challenges and opportunities presented by digital media in advertising but also lays the groundwork for future research directions. The studies collectively underscore the importance of context, emotion, and technology in crafting effective digital advertising strategies. They remind us that in the digital age, advertising is not merely about disseminating information but about creating meaningful connections, understanding consumer psychology, and navigating the ethical implications of technological advancements. As we forge ahead, the insights garnered from these contributions will undoubtedly serve as valuable resources for academics and practitioners alike, eager to understand and leverage the complexities of digital media evolution in advertising.
Department of Advertising & PR, Dongguk University, Seoul, South Korea
[email protected]
Ji Hee Song
University of Seoul, College of Business Administration, Seoul, South Korea
Disclosure statement
No potential conflict of interest was reported by the author(s).