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Attitudes to Online Advertising: New Formats and New Perspectives TESIS DOCTORAL Título Attitudes to Online Advertising: New Formats and New Perspectives Autor/es María Elena Aramendía Muneta Director/es Cristina Olarte Pascual Facultad Facultad de Ciencias Empresariales Titulación Departamento Economía y Empresa Curso Académico Attitudes to Online Advertising: New Formats and New Perspectives, tesis doctoral de María Elena Aramendía Muneta, dirigida por Cristina Olarte Pascual (publicada por la Universidad de La Rioja), se difunde bajo una Licencia Creative Commons Reconocimiento-NoComercial-SinObraDerivada 3.0 Unported. Permisos que vayan más allá de lo cubierto por esta licencia pueden solicitarse a los titulares del copyright. © El autor © Universidad de La Rioja, Servicio de Publicaciones, 2020 publicaciones.unirioja.es E-mail: [email protected] Facultad de Ciencias Económicas y Empresariales Departamento de Economía y Empresa Doctoral Thesis ATTITUDES TO ONLINE ADVERTISING: NEW FORMATS AND NEW PERSPECTIVES María Elena Aramendia Muneta Logroño, 2019 Facultad de Ciencias Económicas y Empresariales Departamento de Economía y Empresa Doctoral Thesis ATTITUDES TO ONLINE ADVERTISING: NEW FORMATS AND NEW PERSPECTIVES PhD Candidate: María Elena Aramendia Muneta Supervised by: PhD Cristina Olarte Pascual Logroño, 2019 A Isabel, mi madre, porque sin ella, esta tesis nunca habría sido posible. “ Don't let anyone rob you of your imagination, your creativity, or your curiosity. It's your place in the world; it's your life. Go on and do all you can with it, and make it the life you want to live.” — Mae Jemison — Agradecimientos Después de este largo proceso doctoral, donde he puesto toda mi alma y pasión como “marketiniana” que soy, llega el momento de acordarme de todas las personas que han estado presentes en este tiempo. Espero que estas palabras sirvan de reconocimiento por su ayuda en esta tesis doctoral. A mi directora de tesis, Dra. Cristina Olarte Pascual por su inestimable ayuda y apoyo incondicional, al departamento de Economía y Empresa y a la Universidad de la Rioja por todo lo que han aportado y me han enseñado como investigadora. A mi madre, Dña. Isabel Muneta Salinas, que ha sido el mayor apoyo a lo largo de toda la tesis doctoral y que digamos que ella misma, también es doctora de la vida. Realmente, sin su ayuda en todo momento, esta tesis nunca habría sido posible. A mi hermano José Félix por seguir con detalle la tesis y en especial, a mi sobrina, Maitane “Mai”, por enseñarme a ser una “desolentida” para afrontar esta tesis. A mi tío Rafael por estar día y noche disponible para ayudarme, te estaré eternamente agradecida y a mi prima Zuriñe por aportar su creatividad de diseño que ha aprendido en su grado, a ellos que forman parte de mi equipo de tesis, eskerrik asko zuen baldintzarik gabeko laguntzagatik. También tengo que recordar a mi padre, D. Jesús Aramendia Oroquieta y a mi abuela Dña. María Salinas Aramendia que aunque no están presentes, me enseñaron a disfrutar de los pequeños momentos de la vida y a que el trabajo tenaz siempre tiene sus frutos. Además, estoy convencida que allí donde se encuentren, han seguido con todo detalle este proceso doctoral, apoyándome y del cual, están muy orgullosos. A mis amigos, en especial a Elena, Iñaki, Celine y Marta que estarán contentos que acabe esta tesis para verme un poco más y poder tomar unos pintxos juntos. Sobre todo, porque ya puedo cambiar el tema de conversación de ser monotemática sobre la tesis y los resultados que obtenía a cualquier otro tema de interés. A la música que me ha acompañado en todo momento para ser fuente de inspiración y bien, como sustento en las largas horas sentada delante del ordenador. A mis alumnos locales y extranjeros que supieron enseñarme cuál es la realidad actual y darme nuevas perspectivas y a la Universidad Pública de Navarra que me ha proporcionado apoyo indirecto y logístico. A todos aquellos que me han apoyado y ayudado de una forma u otra. Quizás me he dejado a alguien, pero espero que estas palabras sirvan para recordarles que reconozco que han estado ahí en todo momento. I would like to express my gratitude to all the researchers around the world who invited me to visit them to improve my research knowledge or just were willing to help me in the hardest moments, no matter what time or day it was. # Abstract / Resumen Abstract Technological advances such as the mobile phone and the Internet have reshaped the advertising industry, where society, businesses and consumers have transformed their behaviour profiting from the new media of communication and advertising. In this context, engaging and creating long-term emotional bonds with consumers are essential as technologies enable a rapid two-way information exchange, which is the key factor in advertising. This doctoral thesis seeks to delve deeper into advertising formats and media under present-day conditions during the communication process. It also looks at advertisements from three perspectives that reflect the continuously changing and improving technologies, which requires that advertisers and researchers collaborate and work hand in hand. The first perspective analyses the effect of SMS advertising messages through mobile phones and smartphones working under the constraints of permission-based marketing. The replication of the well-known and widely cited paper by Tsang, Ho, and Liang in 2004 obtained some contradictory results; specifically, the only variable found to actually positively affect attitude was entertainment. The proposed model of attitudes, intentions and behaviour is interconnected. At the same time, permission-based mobile marketing is on the rise due to high exposure to advertisements. Mobile advertising plays a significant role in the digital world, where consumers respond and react according to the content of the message. The second perspective focuses on the gender encoding process through the use of original digital video format in online advertising. Content analysis is performed on 324 original digital videos that have won awards from professional marketers. The results show that there is no significant association between gender and any of the ten studied attributes (mode of presentation, credibility, role, age, argument type, reward type, product type, background, setting, and end comment). Hence, women and men are equally portrayed in non-stereotypical activities and roles. However, central figures are more likely to be men than women. It is worth highlighting the change in women’s role according to advertisers’ and marketers’ criteria, especially regarding original digital videos. The third perspective considers the process of communication with images and user feedback specifically on Instagram. Based on the stimulus-organism-response model, a content analysis is conducted of 1,094 pictures from 69 countries. Two different studies have been conducted, one by ordinary least squares and the other one by cross-country cluster. The results are consistent with the model, where attributes in Instagram photographs are associated with the success of a country’s image or the image of a tourist destination. The presence of people, animals and water have a positive impact on the engagement of Instagrammers, while the lack of authenticity and the constant exposure to photographs of the same country have the opposite effect. In fact, both studies on tourism and Instagram spotlight the relationship between likes and comments and the content of tourism promotion photographs on Instagram. The results aim at understanding users’ behaviour, thus, helping destination management organizations in general, and more specifically, countries. The doctoral thesis closes with discussions and main conclusions, contributions, managerial implications and recommendations for future lines of research. Resumen Avances tecnológicos como Internet y el teléfono móvil inteligente han remodelado la industria de la publicidad. Los nuevos medios de comunicación y publicidad digital han hecho que empresas, consumidores, y la sociedad en general, actualmente hiperconectados modifiquen sus comportamientos. En este contexto, la creación de vínculos emocionales a largo plazo con los consumidores resulta esencial, ya que las nuevas tecnologías permiten un intercambio rápido de información bidireccional, lo que es un factor clave en la publicidad. Esta tesis doctoral pretende profundizar en los nuevos formatos, soportes y medios publicitarios, que interactúan durante el proceso de comunicación en las condiciones actuales. Para abordar dicho objetivo, se plantean cuatro estudios interrelacionados desde tres perspectivas que reflejan el constante cambio y mejora de las tecnologías. La primera perspectiva estudia el efecto de la publicidad basada en el envío de mensajes cortos (SMS) a teléfonos móviles y smartphones, que opera con las restricciones del llamado “marketing de permiso”. Para ello, se ha realizado una réplica del trabajo de Tsang, Ho y Liang de 2004. Los resultados de este trabajo muestran un cambio respecto al modelo de partida, ya que la única variable que afecta positivamente a la actitud es el entretenimiento. Sin embargo, se constata la interconexión entre actitudes, intenciones y comportamientos que se plantean en dicho modelo. La segunda perspectiva se centra en el estudio de la presencia de estereotipos de género en el proceso de codificación a través del uso del vídeo digital original como nuevo formato de publicidad en Internet. Se ha realizado un análisis de contenido de 324 vídeos digitales originales que han sido
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