Article: Millennial and generation Z digital marketing

communication and advertising effectiveness: A

qualitative exploration

Alison Munsch
To cite this article: Alison Munsch (2021) Millennial and generation Z digital marketing

communication and advertising effectiveness: A qualitative exploration, Journal of Global Scholars

of Marketing Science, 31:1, 10-29, DOI: 10.1080/21639159.2020.1808812

To link to this article: https://doi.org/10.1080/21639159.2020.1808812

Future Research/Gaps:
Several characteristics of effective digital marketing communication and advertising emerged from this
research. Future research will use quantitative methods to assess which characteristics of this stimuli
contribute most to Millennial and Generation Z perception of digital marketing communication and
advertising. Moreover, future research will quantify what combination of these characteristics will be the
most influential to Millennial and Generation Z consumer behavior. Another limitation of the research is
that the Generation Z member interviewed were the oldest of this group (ages 20 and 21). Future research
would explore a wider age range to include teens that are coming of age as independent consumers

Article: Relationships Between Exposure to Different Gambling

Advertising Types, Advertising Impact and Problem
Gambling

Accepted: 20 May 2021 / Published online: 31 May 2021

© The Author(s) 2021

Future Research/Gaps:

In this study, we found that, among advertising types, internet advertising was the strongest predictor of
increased gambling involvement due to advertising. We also found that direct advertising exposure was
more prevalent among those with riskier gambling. Both findings should be expanded upon in future
research. We examined degree of exposure rather than content. This can be further studied by content
analysis of gambling advertisements typically featuring in each advertising type. internet advertising may
also be difficult to monitor and regulate as it can take covert forms, e.g., social media personalities
promoting gambling through streaming platforms and social media posts without adequate labeling.
Gambling researchers should consequently widen their view of what constitutes gambling advertising
in the future, if we are to better capture the ways people are influenced by gambling advertisements.
Direct advertising may be relatively common for those with problem gambling. Clinicians
should include questions during assessment covering experiences with amount, type, and impact of direct
advertising. Clients with problem gambling may find this type of advertising hard to resist, as it targets
them directly and may contain tailored offers Treatment plans may thus include strategies to cope with
gambling urges elicited by direct advertising.

Article: A Decade of Online Advertising Research: What We

Learned and What We Need to Know

Yuping Liu-Thompkins

To cite this article: Yuping Liu-Thompkins (2019): A Decade of Online Advertising

Research: What We Learned and What We Need to Know, Journal of Advertising, DOI:

10.1080/00913367.2018.1556138

To link to this article: https://doi.org/10.1080/00913367.2018.1556138

Published online: 06 Feb 2019.

Future Research/Gaps:

Online Advertising Effectiveness

Online Advertising Mechanisms

Future research needs to examine consumer response to a sequence of online ads rather than a single ad and to
understand how variations in the previous ad affect consumer responses to subsequent messages. How does
the relative role of attention versus engagement change along the way? What informational and emotional appeals
may be most relevant to consumers in different stages? How does online advertising help transition consumers from
one stage to the next? Another important area for future research is the effect of online advertising on
children. Most of the work reviewed here has focused on adult samples. But as a generation born into the digital
age, today’s children may view online advertising quite differently from adults (Kirk et al. 2015). Limited research
in this area already suggests significant differences and reveals children’s vulnerabilities (e.g., Rifon et al. 2014; van
Reijmersdal, Rozendaal, and Buijzen 2012). Future research needs to go beyond the current focus on persuasion
knowledge to uncover deeper differences in cognitive processing and affective reactions.

Creative Elements in Online Advertising

How do advertisers incorporate the consumer side of the brand story into the creation of their messages? At a more
strategic level, these issues pose new challenges to how creative processes should be structured within advertising
departments and agencies. Future research needs to investigate new creative processes that help
maximize strategic creativity.

Online Personalization

Future research needs to devise more efficient ways to undertake real-time analysis of big data. Does personalization
contribute positively to consumer welfare? Does that gain justify the loss of privacy? What are the proper
requirements for consumer consent? What is the best regulatory model to simultaneously protect consumer interests
and promote healthy business practice? Answering these questions will ensure that personalization becomes a
mutually beneficial tool for both advertisers and consumers.

Search Advertising

search advertising represents a unique situation where the consumers’ purposeful information search drives both
main content consumption and the offering of potentially highly relevant ads. A deeper investigation of the
underlying psychological processes of attention and persuasion in this context can help us better understand
advertising in information-intensive and goal-oriented environments. Experimental studies at the individual level
will be needed to generate such deeper insights. Some important research questions follow:

 How do consumers determine the relevance of a

 search engine ad among various alternatives?

 What heuristics do consumers employ in this information-

intensive environment?

 How is ad processing different in this goal-oriented setting

versus in more accidental exposure environments?

 What content design factors are important to consumer

reactions?

 How do consumers’ specific search goals interact

 with ad design factors?