Publications
#Sponsored : a systematic literature review and theoretical framework of gambling sponsorship research Ghent University
This systematic review of research on gambling sponsorship provides insight into the current state of the art of gambling sponsorship research, a theoretical framework for understanding the mechanisms underlying gambling sponsorship's effects, and a future research agenda to guide advertising scholars. Literature searches in Scopus and Web of Science resulted in a total of 46 publications that focus on gambling sponsorships, which can be grouped ...
Children’s hobbies as persuasive strategies : the role of literacy training in children’s responses to personalized ads Ghent University
In today's online environment, children inevitably encounter personalized advertising. However, research suggests that children are not yet able to cope with this advertising type. This study therefore investigates whether literacy training helps children recognize personalized advertising. The 2 (personalized versus nonpersonalized ad) x 2 (literacy training versus no training) between-subjects design experiment (N = 166) suggests that ...
An eye-tracking study to examine the impacts of happy versus sad program-induced moods on brand attitude : the moderating role of advertising disclosure Ghent University
This study uses eye-tracking technology to examine how television program-induced moods (sad vs. neutral vs. happy) affect viewers' attitudinal responses to brand placement and whether an advertising disclosure can moderate these effects. The respondents (N = 243) were exposed to an episode of a popular television series in which a brand was placed in a happy, sad, or neutral context, and the episode was either preceded by an advertising ...
Child’s privacy versus mother’s fame : unravelling the biased decision-making process of momfluencers to portray their children online Ghent University
Many privacy concerns are related to influencer sharenting, or the practice of influencers sharing content about their children on social media. This study uncovers how momfluencers (i.e., mothers who collected a large following on their social media channels by sharing insights of their motherhood experiences) reflect on these privacy concerns and examines how these concerns rationally and/or biasedly impact their sharenting behaviour. By ...
'Eco‐style' perceptions : the interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes Ghent University
Sustainable fashion is becoming increasingly integrated in today's society. However, the use of the term “eco” in fashion branding may evoke negative consumer perceptions, especially in terms of the perceived fashionability of clothing items. Hence, this study investigates consumer responses to environmental versus social sustainability cues used by an online fashion shop. In particular, the moderating influence of basic versus modern fashion ...
#Workoutathome : how instructions in the captions of fitfluencers’ posts impact adolescents’ body satisfaction and intention to exercise Ghent University
Shaping consumers for a better future : the importance of shared vision in socialization Ghent University
Research on consumer socialization primarily centers on two aspects: (1) primary consumer socialization, which refers to how adolescents acquire consumer competences mainly from their parents, and (2) reversed consumer socialization, which involves adolescents influencing their parents' purchasing decisions. However, there is a lack of research on how parents may acquire consumer skills from their adolescents and how the learning processes of ...
An ecological momentary assessment and content analysis to unravel Flemish young adults' exposure to and contents of gambling marketing communications Ghent University
This study aims to examine Flemish young adults' exposure to gambling advertising, and which individual characteristics might explain this gambling advertising exposure. In addition, we examine the variety of advertising formats and strategies used to target young adults, and the harm reduction messages and age indications implemented in those ads. This article reports on the results of an ecological momentary assessment conducted among Flemish ...