Luxury brands have increased their social engagement by investing heavily in interesting brand value propositions and captive storytelling. Yet, research to understand the mechanisms of luxury content marketing in brand building is still scarce. Drawing on value perceptions, brand prestige/exclusivity, customer intimacy, and brand loyalty, Dr. Xie’s research proposes and tests the perceived values of luxury content marketing on social media (i.e., YouTube) which shapes brand loyalty among luxury consumers. Dr. Quan Xie’s research “Deconstructing Luxury Content Marketing on YouTube: The Roles of Content Values in Brand Prestige, Brand Exclusivity, Customer Intimacy and Brand Loyalty” was recently accepted by the International Communication Association (ICA) Annual Conference to be presented at the Gold Coast, Australia this May. The conference accepted only 44.27% of the papers and panels that were submitted this year!
Wpromote is a digital marketing agency headquartered in California has regional offices in Dallas, San Francisco, Chicago, New York, etc. It is also known as the challenger agency and focuses on search marketing, paid & earned social media, and marketing intelligence. This April, Wpromote partnered with Facebook and held its first profit-driven marketing summit. It was an invitation based exclusive event, and two of our TAI faculty, Anna Kim and Hye Jin Yoon were invited. Last year, the agency had a similar event with Google.
It was an all-day event and well-attended by industry professionals. It is interesting to note that Dr. Yoon and Dr. Kim were the only academic professionals. They said, they really enjoyed the program. “The summit not only offered us an excellent opportunity to meet industry professionals but also informed us many interesting new trends as well as challenges that today’s media industry is facing. Keynote speeches and sessions were organized around the following three themes: leveraging profit-driven marketing & customer lifetime value (LTV), new customers acquisition, and visual storytelling through video.”
- Businesses need to adopt mobile first strategies: consumers are increasingly discovering products through mobile, there is 41% faster content consumption on mobile than desktop, and on average, consumers search fewer products on smartphones than desktops before making a purchase.
- eCommerce goes global: cross-border e-commerce with emerging economies have taken off; businesses need to be there effortlessly across the globe; these countries never had strong desktop culture and have leaped on to mobile, which creates a different set of opportunities.
- Mobile video content is exploding: video is a primary way to discover and buy products and leverage video as merchandising tool affords highly dynamic immersive experiences.
- Visual storytelling through video creative that converts: customers want to see themselves in your product; visuals are processed 60K times faster than text by the human brain; visual storytelling can help every stage of the consumer’s journey; great video isn’t about things, it’s about action (verbs before nouns); focus on people, their goals, and how the brand can help accomplish them.
Summit Promote Presentations (click the link for download)
Click here to learn more about Wpromote and its first-ever profit-driven marketing summit.
- Bernie Sanders interviewed by Jake Tapper
- The Shadow Side of Human Centered Design
- Become a Machine Learning Expert in Under an Hour
The SXSW Interactive Festival spotlights speakers at the developing edge of technology and those using technology in innovative ways. Dr. Steven Edwards, Director of the Institute and program leader at SXSW said, “We are here to explore how new tech and related issues are impacting the field of advertising and marketing communications.”
- Students spend five intensive days exploring keynotes, panel sessions, speakers, and networking events to apply interactive technologies to advertising issues.
- Students will interview key executives about issues in advertising at the intersection of new technologies.
- In addition, students will maintain daily accounts and analysis of activities and meetings, contribute to a class blog, and will produce a paper on an assigned topic.
The 2018 conference breaks sessions into tracks on: Brands & Marketing, Design, Development & Code, Experiential Storytelling, VR/AR, and the Intelligent Future. There are also tracks focused on Government, Health, the Tech Industry, Style, Workplace, Food, Journalism, Social Impact, and Sports.
TAI faculty and staff are attending and are offering opportunities for meet-ups at the conference.
Students complete the experience by integrating knowledge from the conference with readings on Digital Disruption to produce a final paper solving a problem at work, identifying an emerging use for the technology explored, or researching a related topic in more depth.
Exposure to cutting edge technology, interacting with industry visionaries, and application of creative ideas across disciplines positions our students as unique in their fields. Bringing these ideas to work in current or new positions creates a point of differentiation that employers value.
As of hour three, Hannah Tymochko, Digital Media Strategy senior already believes, “It’s been amazing to see such a diverse group of people coming from all over the world to experience SXSW!”
This October, TAI Assistant Professor Dr. Eunjin (Anna) Kim traveled to San Diego to attend the 2017 Association for Consumer Research (ACR) Conference, a premier marketing conference. She presented a paper titled, “Narrative Advertising Effectiveness: The Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness.”
“This project departed from a basic premise, such that it is highly unlikely that all narrative ads produce equal amount of effectiveness (e.g., positive affective responses and positive cognitive responses),” Dr. Kim said. “Nowadays, advertising plays in a very competitive attention economy where consumers’ attention span is very short like that of gold fish. Storytelling has emerged as a new currency for capturing customer hearts. Marketers and researchers have been trying to understand the power of the storytelling in order to move their customers through their branding/sales objectives. I believe my research makes a significant contribution to the topic of narrative advertising effectiveness.”
Dr. Kim has two co-authors on this project, Dr. Sidharth Muralidharan, TAI Assistant Professor, and Dr. Eunseon Kwon, Assistant Professor of Strategic Communication at Texas Christian University. A paper based on this project is currently under review at Journal of Business Research, a premier academic journal.
“I really liked this conference because it offered me an excellent opportunity to showcase my research and to meet other seasoned scholars in my research area,” Dr. Kim said. “This conference has recently started to publish the Journal of the Association for Consumer Research (JACR) exploring consumer behavior topics with a thematic approach. I got some cute gifts from the journal at the conference. At the end of the conference, we visited San Diego Air & Space Museum.”
Dr. Kim has published her research in the Journal of Advertising, Marketing Letters, Psychology and Marketing, International Journal of Advertising, Cyberpsychology, Behavior, and Social Networking, Mobile Media & Communication and others. She teaches Digital Media Strategy 1, Consumer Insight and Persuasion, Strategic Brand Management 2, and Media Measurements and Metrics.
TAI Faculty are among the most productive advertising scholars worldwide. Their research interests span current industry topics of interest, including narrative advertising effectiveness, humor advertising, socially responsible advertising, and virtual product experiences, to name a few.
Below are pictures from Dr. Kim’s time in San Diego.
This July, TAI Professor Dr. Hye Jin Yoon travelled to Tokyo, Japan for the 2017 American Academy of Advertising Global Conference. With her co-author Dr. Hongmin Ahn, she presented a paper titled, “When Two Worlds Collide – The Dark Triad Personality and the Humor in Comedic Violence Ads.”
“AAA partnered with Waseda University and held sessions on its vibrant campus,” Yoon said. “The conference started with a keynote speech from Yoshito Maruoka, President and COO of Dentsu Digital Inc. and ended with a tour of Tokyo with a visit to Mt. Fuji. Many advertising and marketing scholars from the United States, Europe, and other Asian countries attended the conference.”
Dr. Yoon has been published in the Journal of Advertising, Journal of Business Research, International Journal of Advertising, Journal of Health Communication, Health Communication, Journal of Advertising Research, and Journal of Current Issues & Research in Advertising, among others. She teaches Advertising Media, International Advertising, and Quantitative and Qualitative Research at SMU.
Below are pictures from Dr. Yoon’s time in Tokyo.
This Spring Break, TAI students and faculty went to South by Southwest (SXSW) to attend the SXSW Conference, which included sessions on Brands & Marketing, Design, Development & Code, Experiential Storytelling, VR/AR and the Intelligent Future.
Students attending enrolled in a course, got a student discount and will be receiving 3 hours of pass/fail credit for the experience. The speakers and sessions at the SXSW Conference explore the newest trends and what’s next in entertainment, culture, and technology.
“The most relevant thing I learned was to create interesting content,” TAI graduate student Peyton Meersman said. “I think every session mentioned that content has to be original, creative, and interesting in order for it to be successful.”
While SXSW offers a wide variety of session topics, students attending found the sessions diverse and fascinating. A big topic discussed in many sessions was virtual reality and artificial intelligence.
“AI was a big theme at SXSW,” SMU student Katherine Scarpulla said. “I felt the most reasonable and crucial point I was presented was the healthy equation of AI. Chris White of Microsoft Digital Crimes Unit argued during his Lighting Up The Dark Web session that in order to solve our human created social problems, we must incorporate a healthy mix of data, AI and human interaction. He also stressed the importance of data literacy and the beneficence of data narrative to better illustrate social problems.”
Along with the SXSW experience, TAI students got to shadow members of Agency Entourage, a Dallas-based creative digital agency, during sessions and attend a Boat Party hosted by the agency.
“The Agency Entourage boat party was a lovely experience,” Scarpulla said. “This experience enabled SMU Temerlin students to network with members of Agency Entourage as well as other professionals attending SXSW. I personally had to opportunity to talk with Austin, an AE member, who I had attended a session with earlier that day. I appreciated the occasion to discuss my experiences and thoughts about SXSW Interactive with advertising professionals and hear their thoughts and comments. It enabled me to view the information I gained during sessions from multiple viewpoints and understand its application to fields/industries other than mine.”
This was the first year that students could attend SXSW through TAI while receiving course credit. Many students were excited about the opportunity and greatly enjoyed their time spent in Austin.
“My SXSW Interactive experience was absolutely amazing,” Scarpulla said. “I cannot imagine not having attended this event because of the knowledge and relationships I gained as a result. I would encourage other Temerlin Students to apply for the course as it is an opportunity to apply your academics to real-time experiences.”
by Hye Jin Yoon
American Academy of Advertising is the flagship organization in the field of advertising and its conference attracts the most prominent advertising scholars, professionals, and students in the U.S. They held the conference in Seattle at the coveted Marriott Waterfront Hotel this year. The hotel was at a walking distance from the Pike Place Market and the official conference tour was at the Chihuly Garden and Glass and the Space Needle. The location thrilled the attendees and it set the bar high for the Boston and New York AAA conferences that was announced to be held in the upcoming years.
This year, one of the pre-conference sessions was “Everything You’ve Always Wanted to Know About All Aspects of the academic Publication Process, but Never Asked.” I was fortunate enough to be invited as a speaker on one of the panels. I remember attending a similar session at the conference many years ago when I was a doctoral student and was able to get some great tips on how to conduct research and publish papers. So it felt good to be able to give back to the community by presenting some information on “How to Write Publishable Papers.” The sessions were filled with speakers who are prominent and reputable researchers and educators in the field of advertising and marketing. The editors from the major advertising publications, Journal of Advertising (Shintaro Okazaki), International Journal of Advertising (Ray Taylor), Journal of Advertising Research (John Ford), and Journal of Interactive Advertising (Terry Daugherty), opened the pre- conference, discussing the aims of their journals as well as what distinguishes successful and unsuccessful manuscripts.
I also presented my paper titled “Creating the Mood for Humor: The Effects of Arousal Mood States in Humor Advertising.” As a humor advertising researcher, this project took many years in the making as it was a topic I wanted to pursue during my doctoral student years. Years went by and I was never able to get back to it, until I realized that it looks at one of the most fundamental features of the humor process and had to be revisited. Humor can be an effective advertising tool in increasing attention, ad liking, brand liking, and purchase intention. Arousal (by way of surprise) generation has been recognized as a key process in creating humor. Past studies have yet to test factors that could increase the felt arousal, subsequently increasing perceived humor and reactions to the ad. This study tested the idea of increasing humor ad arousal by changing the initial arousal baseline. I was able to find that lower arousal mood primes (vs. higher arousal mood primes) lead to greater humor ad evaluations across three experiments. The theoretical implications for humor theory and advertising and practical implications for placement and design of humor ads were given.
All in all, it was a successful conference to me personally that provided lots of education, inspiration, and opportunity for growth. Conferences are as meaningful and fruitful as the attendee makes it. Taking on new challenges and responsibilities, actively networking with new people, serving on new committees, and learning from others’ work will surely be an energizing experience for students and new scholars. And of course, it doesn’t hurt if the locations are at awesome places such as Seattle!
TAI students Marissa Lopez (’16) and Tien Dang (’16) were selected for the AAF’s Most Promising Multicultural Student(MPMS) Class of 2016. The program, held from February 15th to February 18th at The Roosevelt Hotel in New York City, selected only 50 students from across the country to participate. Read about Marissa’s experience:
“Being a part of the Most Promising Multicultural Student Class of 2016 was one of the most rewarding experiences I’ve ever had. It was truly an honor to be selected by the AAF as one of 50 students from across the country. I left the weeklong networking immersion program, with a whole new perspective and respect for the industry. MPMS opened my eyes to understanding what a truly incredible and passionate industry advertising is. The individuals I met over the week, from professionals to other students were all extremely inspiring. From learning how to embrace diversity in advertising to the best ways to go about starting your career in the ad world, everything I learned from speaking with and listening to these individuals are things that will help me in my career for the rest of my life.
Overall this program was extremely helpful for someone approaching graduation and looking to start his or her career in advertising. Some of the best takeaways from the program were to never stop learning, take risks, and to stay true to oneself. I believe that with this knowledge in mind the possibilities are endless. This program has allowed me to connect with agencies I had never thought about interacting with until I was standing in front of their table during a recruiters expo or standing in their very own office during our daily agency visits. Wonderful professional connections were made over the course of the week and so much knowledge was gained. However, most importantly I formed life long connections with my fellow MPMS Class. We are the future, and I can’t wait to see where each of us ends up. ”
Finally, TAI undergraduate Sarah Campbell won the AAF 10th district O Joe Russell Scholarship!