NHL-Stenden University
University of Groningen
University of Groningen
The Journal of Interactive Marketing Best Paper Award honors the best Journal of Interactive Marketing article published in a given calendar year. The award is given to an article that has made a significant contribution to the advancement of the practice of marketing. Editorial Board Members, Associate Editors, and Advisory Board Members vote for the best paper in an initial round, and the papers that receive the most votes are considered by a smaller committee that chooses the winner.
The winners of the 2022 award are Bianca Harms, Janny C. Hoekstra, and Tammo H. A. Bijmolt for their article, “Sponsored Influencer Vlogs and Young Viewers: When Sponsorship Disclosure Does not Enhance Advertising Literacy, and Parental Mediation Backfires,” published in the February 2022 Journal of Interactive Marketing Special Issue, “Examining the Unanticipated Consequences of Interactive Marketing.” The award committee, composed of Sonja Gensler (University of Münster), Venkatesh (Venky) Shankar (Texas A&M University), Lauren Labrecque (University of Rhode Island), and Koen Pauwels (Northeastern University), stated:
“We are pleased to recognize Bianca Harms, Janny Hoekstra, and Tammo Bijmolt for their article, ‘Sponsored Influencer Vlogs and Young Viewers: When Sponsorship Disclosure Does not Enhance Advertising Literacy, and Parental Mediation Backfires.’ This paper focuses on an important and often not explicitly considered target group of influencer marketing—kids and teens—and contributes to our understanding of how influencer marketing can be both effective and ethical.
Using unique data from 609 parent–daughter dyads, the authors examine antecedents of young viewers’ cognitive advertising literacy in an online experiment. The results show that policy makers’ and parental measures to safeguard young consumers from negative consequences of sponsored vlogs can lead to unanticipated effects. Whereas the combination of written and spoken sponsorship disclosure information as well as an active parental mediation style increase cognitive advertising literacy, restrictive parental mediation negatively affects cognitive advertising literacy. Additionally, cognitive advertising literacy negatively affects young viewers’ evaluation of the vlogger and positively affects the attitude toward the sponsored brand. These findings provide important insights for parents, marketers, and policy makers.”
The article will be honored at the Summer AMA Academic Conference.
Honorable Mention
The selection committee would also like to recognize Yashar Dehdashti, Aidin Namin, Brian T. Ratchford, and Lawrence B. Chonko for their article titled, “The Unanticipated Dynamics of Promoting Crowdfunding Donation Campaigns on Social Media” as an honorable mention for this award. Both the winning paper and this honorable mention are commended for their rigorous methodologies and unique data.
2022 Finalists
The other excellent finalists for the award were:
- Vanitha Swaminathan, H. Andrew Schwartz, Rowan Menezes, and Shawndra Hill, “The Language of Brands in Social Media: Using Topic Modeling on Social Media Conversations to Drive Brand Strategy”
- Kunal Swani and George R. Milne, “Impact of Unmet Privacy Expectations Across Information, Time, and Space: Evidence from Four Countries”
- Jacquelyn S. Thomas, Chaoqun Chen, and Dawn Iacobucci, “Email Marketing as a Tool for Strategic Persuasion”
Go to the Journal of Interactive Marketing