Kim Moraes

Despite a reasonable amount of research to understand the effects of digital manipulation in advertising, little is known about how different levels of it may influence on brand performance and purchase intention. This research, using the two-sided ad model envisioned by Crowley and Hoyer (1994), investigated different degrees of digital manipulation and their effect on brand performance in the Brazilian market. Experimental research was conducted with three independent samples. Each group… Show more

Despite a reasonable amount of research to understand the effects of digital manipulation in advertising, little is known about how different levels of it may influence on brand performance and purchase intention. This research, using the two-sided ad model envisioned by Crowley and Hoyer (1994), investigated different degrees of digital manipulation and their effect on brand performance in the Brazilian market. Experimental research was conducted with three independent samples. Each group evaluated only one ad, which had the same copy and female model. However, the model in each stimulus received a different treatment through software Photoshop. In total, 228 usable surveys were collected through the mall intercept method. Specifically, the two-sided effect did not occur in any experiment. In addition, the results indicate no difference in the ads’ purchase intention. Nonetheless, source credibility is a stronger predictor for attitudes towards the ad when the ad is the least airbrushed. Attitudes towards the ad and attitudes towards the brand strengthen as independent variables in the model when the photos’ manipulation increase. Furthermore, two new structural relationships were uncovered in the two-sided model. Persuasion knowledge on the agent influences directly source credibility, and attitudes towards the ad affect purchase intention. How the Brazilian culture may have affected the results and recommendations for brand managers are also discussed.
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Incorporating insights into campaign planning to drive incremental value

O presente trabalho apresenta um estudo sobre o indivíduo pós-moderno e sua relação com os mais diversos meios de comunicação, além de oferecer ao leitor as práticas excelentes de relações públicas, que visam estudar as diretrizes e condutas da organização, na busca de um encontro de interesses entre esta e seus públicos, promovendo sua sobrevivência, prosperidade e evolução, condição possível somente se estiver em homeostase com seu ambiente externo, já que a organização faz parte de um… Show more

O presente trabalho apresenta um estudo sobre o indivíduo pós-moderno e sua relação com os mais diversos meios de comunicação, além de oferecer ao leitor as práticas excelentes de relações públicas, que visam estudar as diretrizes e condutas da organização, na busca de um encontro de interesses entre esta e seus públicos, promovendo sua sobrevivência, prosperidade e evolução, condição possível somente se estiver em homeostase com seu ambiente externo, já que a organização faz parte de um sistema aberto. Show less