Tag Archives: Eva van Reijmersdal

Eva van Reijmersdal, Sophie Boerman and their co-authors received the award for ‘Best Article Published in Journal of Advertising in 2020’ (runner up).

Eva van Reijmersdal, Sophie Boerman and their co-authors received the award for ‘Best Article Published in Journal of Advertising in 2020’ (runner up) for their article: Eisend, Martin, Eva A. van Reijmersdal, Sophie C. Boerman, and Farid Tarrahi (2020), “A Meta-Analysis of the Effects of Disclosing Sponsored Content,” Journal of Advertising, 49(3), 344-366). Journal of Advertising (ISI ranking 6.30) is the currently the number one journal in the category Communication.

Defence dissertation Zeph van Berlo

On July 3rd, Zeph M. C. van Berlo defended his dissertation “Playful Persuasion: Advergames as Gamified Advertising”.

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Eva van Reijmersdal received an Idea Generator Grant of the Nationale Wetenschaps Agenda, from the Dutch Science Foundation (NWO).

Eva van Reijmersdal received an Idea Generator Grant of the Nationale Wetenschaps Agenda, from the Dutch Science Foundation (NWO). Together with children and the Netherlands Institute for the Classification of Audio-visual Media (NICAM), she will develop and test a unique pictogram that signals whether a video contains advertising to foster a safer and more transparent online media environment for children.

Van Berlo, Z. M. C., Van Reijmersdal, E. A., & Rozendaal, E. (2017). Weet wat er speelt: De rol van merkbekendheid in effecten van mobiele advergames op tieners [The rules of the game: The role of brand familiarity in mobile advergames]. Tijdschrift voor Communicatiewetenschap, 45(3), 216-236. https://hdl.handle.net/11245.1/aac55dba-ce62-4b69-86f7-e776e0a6e101

Abstract:

This study examined the role of brand familiarity on the susceptibility of adolescents in mobile advergames. Susceptibility was measured by considering brand attitude, brand recall, and persuasion knowledge activation. An experiment among adolescents age 13 to 18 (N = 81) showed that both familiar and unfamiliar brand placement did not affect brand attitudes directly, however did increase brand recall. Familiar brand placements showed a positive effect on persuasion knowledge activation, and subsequently a positive indirect effect on both brand attitude and brand recall. When the persuasive intent of a familiar brand placement was recognized, persuasion knowledge activation resulted in a higher brand attitude towards the familiar brand and a better recall of the brand. No effects on persuasion knowledge, nor an indirect effect on brand attitude or recall was found for the unfamiliar brand placement. These findings suggest that adolescents are highly susceptible to brand placement of familiar brands in advergames, especially when the persuasive intent is identified.

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Van Reijmersdal, E. A., Rozendaal, E., Hudders, L., Vanwesenbeeck, I., Cauberghe, V., & Van Berlo, Z. M. C. (2020). Effects of disclosing influencer marketing in videos: An eye tracking study among children in early adolescence. Journal of Interactive Marketing, 49, 94-106. https://doi.org/10.1016/j.intmar.2019.09.001

Abstract:

This study focused on the effects of sponsorship disclosure timing on children’s ability to understand that social influencer videos are sponsored. The study also investigated how sponsorship disclosure timing affects children’s attitudes toward the sponsoring brand, the video, and the influencer. An experiment among 272 children in early adolescence (10–13 years of age) was conducted using eye tracking. Results show that a disclosure shown prior to the start of the videos leads to more visual attention than a disclosure shown concurrently with the start of videos. Consequently, disclosure prior to the start of videos is better processed, as indicated by disclosure memory, which then leads to a better understanding that the content is sponsored. This understanding evokes a more critical attitude toward the sponsored content in the video, and results in less positive attitudes toward the brands, the videos, and the influencers. Theoretically, this study provides insights into the mechanisms that explain disclosure timing effects among children in early adolescence. Practically, this study offers recommendations to policy makers to develop sponsorship disclosures that can increase transparency of online embedded advertising to minors.

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Van Berlo, Z. M. C., Van Reijmersdal, E. A., & Van Noort, G. (2019). Branded app engagement: Comparing apps from goods and service brands. In E. Bigné & S. Rosengren (Eds.), Advances in advertising research (vol. X., pp. 3-13). Springer Gabler. https://doi.org/10.1007/978-3-658-24878-9_1

Abstract:

Digital consumer engagement was recently rated as the top strategic priority for the coming years by CEO’s and other C-level executives in a large scale survey by McKinsey & Company (2014). A likely reason for this endorsement is that highly engaged consumers are believed to be more responsive to advertising messages, leading to increased persuasion (Calder, Malthouse, & Schaedel, 2009). Where digital consumer engagement encompasses consumer engagement via various digital platforms—from social media to company websites—one digital platform that has been receiving an increasing amount of attention in recent years is the branded app.

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Van Berlo, Z. M. C., Van Reijmersdal, E. A., Smit, E. G., & Van der Laan, L. N. (2020). Inside advertising: The role of presence in the processing of branded VR content. In T. H. Jung, M. C. tom Dieck, & P. A. Rauschnabel (Eds.), Augmented reality and virtual reality: Changing realities in a dynamic world (pp. 11-22). Springer. https://doi.org/10.1007/978-3-030-37869-1_2

Abstract:

Virtual reality (VR) has become a new playground for brands and advertisers. However, empirical evidence for the effectiveness of VR branded content is still scarce. The aim of this study is therefore to examine the effectiveness of branded content in virtual space and the role of presence in the processing of brand information when playing a branded VR game. An experiment (N = 81) was conducted (using HTC Vive hardware) and showed that playing branded VR games can improve (implicit) brand memory. Moreover, the study showed that the increase in immersion experienced from playing a branded VR game strengthens players’ brand memory.

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Van Berlo, Z. M. C., Van Reijmersdal, E. A., & Rozendaal, E. (2020). Adolescents and handheld advertising: The roles of brand familiarity and smartphone attachment in the processing of mobile advergames. Journal of Consumer Behaviour. Advance online publication. https://doi.org/10.1002/cb.1822

Abstract:

Many adolescents are inseparable from their smartphones on which they are often confronted with covert advertising‐like mobile advergames. This study explores the roles of brand familiarity and smartphone attachment in adolescents’ abilities to recognize the commercial intent of advergames. Moreover, it considers the potential indirect effects of brand familiarity and smartphone attachment on the susceptibility of young consumers to mobile advergames. An experiment (= 98) was conducted, which showed that brand familiarity moderates the effect of playing advergames on the recognition of the commercial intent of advergames. Furthermore, smartphone attachment was found to facilitate the recognition of the commercial intent of advergames, such that adolescents who experienced higher levels of smartphone attachment (when compared to lower levels) were better able to differentiate between advergames and non‐commercial games (games without advertising). Interestingly, no association between smartphone attachment and brand responses were found—suggesting that smartphone attachment did not affect adolescents’ compliance with the advertised message.

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Boerman, S.C. & Van Reijmersdal, E.A. (2020). Disclosing influencer marketing on YouTube to children: The moderating role of para-social relationship. Frontiers in Psychology (Cognition), 10, 3042. doi: 10.3389/fpsyg.2019.03042

Abstract
Watching online videos is becoming an important part of children’s media diets. Children particularly like content that is specifically created for YouTube by YouTube personalities. Because these personalities have a large reach and are considered likeable and credible, they have become social media influencers. For advertisers, these influencers are an interesting channel to reach youth. Therefore, influencers often embed persuasive sponsored messages in their videos to earn money. However, there are concerns about this practice because it is not always clear when a video includes advertising. Therefore, in several countries, guidelines have been developed that state that sponsoring in influencer videos should be disclosed as such. Until now, little is known about the effects of disclosures for influencer videos on children and the boundary conditions for such effects. Therefore, we investigated the effects of a disclosure of sponsored influencer videos on children’s advertising literacy. Additionally, we examined the consequences of the disclosure for children’s responses to the brand, advertised product, and video. We also included the para-social relationship (PSR) that children experience with an influencer as a possible boundary condition for disclosure effects on persuasion. Our experiment amongst children between 8 and 12 years old showed that, when children correctly recalled the disclosure, the disclosure increased their recognition of advertising, and understanding of selling and persuasive intent. Moreover, advertising literacy evoked by the disclosure affected persuasion: The disclosure enhanced brand memory through ad recognition, but also decreased advertised product desire through understanding the selling intent of the video. Furthermore, the PSR of children with the influencer proved to be a boundary condition for disclosure effects on brand attitudes. Only for those children who experienced moderate to low PSRs with the influencer, the disclosure resulted in less positive brand attitudes through understanding selling intent. For children who experienced a strong PSR with the influencer, the understanding that the content had a selling intent did not affect their brand attitudes. These findings show that a disclosure (if noticed and remembered) can be an effective tool to achieve transparency, but also influences the persuasive outcomes of influencer marketing in online videos.

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Voorveld, H. A. M., Fakkert, M. S., & Van Reijmersdal, E. A. (2017). Materialistic girls watching a materialistic world: Fashion tv series and women’s copy-cat intentions. Communications : The European Journal of Communication Research, 42(2).

Abstract:
Inspired by the popularity of TV series such as Gossip Girl, The City
and The Hills which revolve around the world of fashion, this article examines
whether and how these series are related to young women’s willingness to
purchase products that allow them to replicate the appearances of the main
characters. The results demonstrated that in particular women with materialistic orientations would like to emulate the main characters. The mechanisms
underlying this relation are that materialistic women watch fashion TV series
to gain fashion inspiration; subsequently they watch these series more frequently, and this behavior is related to increased copy-cat intentions.

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Eva van Reijmersdal received an Aspasia premium

Eva van Reijmersdal received an Aspasia premium from the National Dutch Science Foundation NWO of 200.000 euro for a five-year research project. Van Reijmersdal is an Associate Professor in the persuasive communication group. Continue reading >>

Boerman, S. C., van Reijmersdal, E. A., Rozendaal, E., & Dima, A. L. (2018). Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC). International Journal of Advertising, 37(5), 671-697.

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van Noort, G., & Van Reijmersdal, E.A. (2019). Effectiveness of branded mobile phone apps. Journal of Interactive Marketing, 45, 16-26

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dr. Eva van Reijmersdal

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Persuasion & Resistance

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Meijers, M. H. C., van Reijmersdal, E. A., & Krafczyk, A. (2018). The positive effect of green versus conventional brand placement: The roles of brand warmth and persuasion knowledge. In V. Cauberghe, L. Hudders, & M. Eisend (Eds.), Advances in Advertising Research IX: Power to Consumers (pp. 143-161). (European Advertising Academy). Wiesbaden: Springer Gabler. DOI: 10.1007/978-3-658-22681-7_11

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Eva van Reijmersdal receives top paper award at annual ICA

Together with former ASCoR members Sanne Opree and Moniek Buijzen, Eva van Reijmersdal received a top paper award at the annual conference in Fukuoka, Japan. Continue reading >>

Eva van Reijmersdal wins NEFCA Young Scholar Award

During the ’24 hours of Communication Science 2014′ in Wageningen (3-4 February), Eva van Reijmersdal was awarded the NeFCA Young Scholar Award. This award is bi-annually handed out to a young scholar (PhD defence no longer than seven years ago). Continue reading >>

Smink, A. R., Van Reijmersdal, E. A., & Boerman, S. C. (2017). Effects of brand placement disclosures: An eye tracking study into the effects of disclosures and the moderating role of brand familiarity. In V. Zabkar, & M. Eisend (Eds.), Advances in advertising research: Challenges in an age of dis-engagement (Vol. VII, pp. 85-96). Springer Gabler. doi:10.1007/978-3-658-18731-6_7

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Eva van Reijmersdal most cited

Onlangs werd bekend dat het artikel ‘Effects of prominence, involvement, and persuasion knowledge on Children’s cognitive and affective responses to advergames’ van Eva van Reijmersdal, Esther Rozendaal en Moniek Buijzen gepubliceerd in Journal of Interactive Marketing (2012), 26 (1), 33- 42 het meest geciteerde artikel van 2012 en 2013 is, in Journal of Interactive Marketing. Gefeliciteerd!

Van Reijmersdal, E.A., Boerman, S.C., Buijzen, M., & Rozendaal, E. (2017). This is advertising! Effects of disclosing television brand placement on adolescents. Journal of Youth and Adolescence, 46(2), 328-342. doi: 10.1007/s10964-016-0493-3.

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Van Reijmersdal, E. A., Rozendaal, E., Smink, N., Van Noort, G., & Buijzen, M. (2017). Processes and effects of targeted online advertising among children. International Journal of Advertising, 36(3), 396-414. doi: 10.1080/02650487.2016.1196904

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Voorveld, H. A. M., Fakkert, M. S., & Van Reijmersdal, E. A. (2017). Materialistic girls watching a materialistic world: Fashion tv series and women’s copy-cat intentions. Communications : The European Journal of Communication Research, 42(2). doi: 10.1515/commun-2017-0018

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Boerman, S.C., & Van Reijmersdal, E. A. (2016). Informing consumers about hidden advertising. A literature review of the effects of disclosing sponsored content. In P. de Pelsmacker (Ed.), Advertising in new formats and media: Current research and implications for marketers (pp. 115-146). London, UK: Emerald Group Publishing.

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Janssen, L., Fransen, M. L., Wulff, R., & van Reijmersdal, E. A. (2016). Brand placement disclosure effects on persuasion: The moderating role of consumer self-control. Journal of Consumer Behaviour, 15(6), 503–515. doi:10.1002/cb.1587

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Ketelaar, P. E., Janssen, L., Vergeer, M., Van Reijmersdal, E. A., Crutzen, R., & Van ‘t Riet, J. (2016). The success of viral ads: Social and attitudinal predictors of consumer pass-on behavior on social network sites. Journal of Business Research, 69(7), 2603-2613. doi: 10.1016/j.jbusres.2015.10.151

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Opree, S. J., Buijzen, M., & Van Reijmersdal, E. A. (2016). The impact of advertising on children’s psychological wellbeing and life satisfaction. European Journal of Marketing, 50(11), 1975-1992. doi: 10.1108/EJM-06-2015-0393

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Rozendaal, E., Buijs, L., & Van Reijmersdal, E. A. (2016). Strengthening children’s advertising defenses: The effects of forewarning of commercial and manipulative intent. Frontiers in Psychology, 7, [1186]. doi: 10.3389/fpsyg.2016.01186

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Van der Goot, M. J., Van Reijmersdal, E. A., & Kleemans, M. (2016). The effects of emotional television advertising on older and younger adults. In P. Verlegh, H. Voorveld, & M. Eisend (Eds.), Advances in advertising research (Vol. VI): the digital, the classic, the subtle, and the alternative. (pp. 115-124). (European Advertising Academy). Wiesbaden: Springer Gabler.

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Van Reijmersdal, E. A. (2016). Disclosing brand placements in movies: Effects of disclosure type and movie involvement on attitudes. Journal of Media Psychology, 28(2), 78-87. doi:10.1027/1864-1105/a000158

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Van Reijmersdal, E. A., Fransen, M. L., Van Noort, G., Opree, S. J., Vandeberg, L., Reusch, S., … Boerman, S. C. (2016). Effects of disclosing sponsored content in blogs: How the use of resistance strategies mediates effects on persuasion. American Behavioral Scientist, 60(12), 1458–1474. doi:10.1177/0002764216660141

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Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2015). Dit programma bevat product placement. Effecten van sponsorvermeldingen in televisieprogramma’s. In A. E. Bronner (Ed.), Ontwikkelingen in het marktonderzoek (pp. 79-92). Haarlem: Spaar en Hout.

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Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2015). How audience and disclosure characteristics influence memory of sponsorship disclosure. International Journal of Advertising, 34(4), 576-592. doi:10.1080/02650487.2015.1009347

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Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2015). Using eye tracking to understand the effects of brand placement disclosure types in television programs. Journal of Advertising, 44(3), 196-207. doi: 10.1080/00913367.2014.967423

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Van der Goot, M. J., Van Reijmersdal, E. A., & Kleemans, M. (2015). Age differences in recall and liking of arousing television commercials. Communications, 40(3), 295-317. doi:10.1515/commun-2015-0013

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Van der Goot, M. J., Van Reijmersdal, E. A., & Kleemans, M. (2015). The effects of emotional television advertising on older and younger adults. In P. W. J. Verlegh, H. A. M. Voorveld & M. Eisend (Eds.), Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative (pp. 115-124). Wiesbaden: Springer Gabler.

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Van Reijmersdal, E. A., Lammers, N., Rozendaal, E., & Buijzen, M. (2015). Disclosing the persuasive nature of advergames: Moderation effects of mood on brand responses via persuasion knowledge. International Journal of Advertising, 34(1), 70-84. doi: 10.1080/02650487.2014.993795

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Van Reijmersdal, E. A., Rozendaal, E., & Buijzen, M. (2015). Boys’ responses to mixtures of advertising and editorial content in magazines. Young Consumers, 16(3), 251-263. doi: 10.1108/YC-10-2014-00487.

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Wennekers, A. M., Vandeberg, L., Zoon, K., & Van Reijmersdal, E. A. (2015). Distinguishing implicit from explicit attitudes in brand placement research. In P.W.J. Verlegh, H.A.M. Voorveld & M. Eisend (Eds.), Advances in Advertising Research (Vol. VI)(pp. 253-267). Wiesbaden: Springer Gabler.

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Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2014). Effects of sponsorship disclosure timing on the processing of sponsored content: A study on the effectiveness of European disclosure regulations. Psychology & Marketing, 31(3), 214-224. doi: 10.1002/mar.20688

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