Efficacy of sporting event ads with textese (SMS-type copy) Online publication date: Sat, 05-Jul-2014
by Jeremy J. Sierra; Harry A. Taute; Michael R. Hyman
International Journal of Sport Management and Marketing (IJSMM), Vol. 14, No. 1/2/3/4, 2013
Abstract: Although textese (SMS-type copy) has permeated much written communication, its efficacy in ads - especially outdoor and virtual ads seen during live and televised sporting events respectively - is arcane. To help close this research lacuna, we ran two between-subject experiments grounded in distinctiveness theory and communication trust theory. The results suggest that ads containing textese outperform ads with traditional copy on viewers' responses about ad novelty, attitude toward the ad, attitude toward the brand, emotions toward the ad, perceived brand trust, ad persuasiveness, and intent to purchase the advertised brand. Managerial implications and future research directions are offered.
Online publication date: Sat, 05-Jul-2014
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com