Two-sided advertising: A meta-analysis

By Martin Eisend. 2006

293 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/798918a63fde963dfc678a3afaa4d9b51ad8453b

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Citations in the corpus

The effectiveness of celebrity endorsements: a meta-analysis (2016, background): “The ratio of effect sizes (367) to the number of studies (46) is the rule rather than the exception when analyzing various dependent variables (Eisend 2006, 2009; Szymanski et al. 1995).”
Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising (2019, background): “This is because message sidedness may reassure consumers that the influencer is credible because a more nuanced view of the product has been given (Uribe, Buzeta, and Vel asquez 2016; Eisend 2006, 2007).”
Are they being authentic? The effects of self-disclosure and message sidedness on sponsored post effectiveness (2021, methodology): “This theoretical approach has been applied in the previous literatures on two-sided advertising (eisend 2006; eisend 2007; eisend, Hahn, and Schuchert-güler 2004; golden and Alpert 1987; Pizzutti, Basso, and Albornoz 2016; Uribe, Buzeta, and velásquez 2016).”
Service Recovery Paradox: A Meta-Analysis (2007, methodology): “Also, the correlation coefficient is the mostly used effect size in meta-analyses in the marketing literature (e.g., DelVecchio, Henard, and Freling 2006; Eisend 2004, 2006; Franke and Park 2006; Janiszewski, Noel, and Sawyer 2003; Palmatier et al. 2006; Pan and Zinkhan 2006).”
The effectiveness of publicity versus advertising: a meta-analytic investigation of its moderators (2011, background): “Although this might be beneficial for attitudes toward a message as indicated by the positive effect of total cognitive responses on attitudes toward the message (i.e., the message is perceived as more balanced when both positive and negative information is included), it affects brand evaluation in ”
Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators (2008, methodology): “We selected the correlation coefficient r as the primary effect size metric because it is easier to interpret and is a scale-free measure, a common approach for meta-analytical review in the marketing literature (DelVecchio et al. 2006; Eisend 2006, 2004; Franke and Park 2006; Janiszewski et al. 2”
A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them (2015, background): “Moreover, advertising is perceived as more trustworthy when it includes (some) negative information, so that the overall impact of the ad increases (Eisend 2006).”
Too good to be true: the role of online reviews’ features in probability to buy (2017, background): “Similarly, Eisend (2006) finds that two-sided advertising can enhance persuasion by indicating that it is trustworthy.”
A meta-analysis of humor in advertising (2009, background): “Such a decline from lower order to higher order effects is more pronounced compared to the effects of other content elements in advertising (e.g., Eisend 2006; Grewal et al. 1997).”
Evaluating content quality and helpfulness of online product reviews: The interplay of review helpfulness vs. review content (2012, background): “In addition, Eisend (2006) suggested that two-sided messages can also enhance source credibility, since the consumers' perception of these will be that of an unbiased third party evaluator (as in the case of consumer advocacy groups).”