Efficacy of sporting event ads with textese (SMS-type copy)
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: Wed, 23-Apr-2014

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