Jamie L. Grigsby, PhD is an Assistant Professor of Marketing and Ad Club Advisor at Missouri State University. Dr. Grigsby teaches Creative Advertising, Consumer Behavior and Digital and Social Media Marketing. Aside from those duties, she also conducts research in advertising and psychology (i.e., how people process, interpret, and remember advertising). Consequently, Dr. Grigsby is being recognized for two recently published academic articles on native advertising.
Article 1. “Negative Consequences of Storytelling in Native Advertising” by Jamie L. Grigsby, PhD
Subject: Explores the effectiveness of storytelling in a native advertising context on social media.
Date: Published 2020
Location: Journal of Interactive Marketing
Article 2. “Fake Ads: The Influence of Counterfeit Native Ads on Brands and Consumers” by Jamie L. Grigsby, PhD; Hillary Mellema of Saginaw Valley State University
Subject: Explores the perceptions of unpaid ads produced by influencers on social media.
Date: Published 2020
Location: Journal of Promotion Management
1. “Negative Consequences of Storytelling in Native Advertising” was published in Journal of Interactive Marketing in November of 2020 with Hillary Mellema of Saginaw Valley State University. The article includes critical research findings on the the effectiveness of storytelling in a native advertising context on social media.
Abstract: Native advertising and storytelling are both increasingly popular advertising strategies. This research explores the effectiveness of storytelling in a native advertising context on social media. While most research recommends the use of stories as a way to build trust and relationships with consumers, the current research suggests that in the form of native ads on social media, narratives may be less effective when compared to informational native ads. Two studies find that even when advertising cues such as disclosure labels and brand presence are prominently located, consumers are less likely to recognize the advertising nature of narrative native ads when compared to informational native ads. Lower levels of advertising recognition are associated with increased perceptions of manipulative intentions by the advertiser, which has a negative influence on consumers’ attitudes toward the ad. The findings suggest that native ads that clearly communicate their advertising nature through cues such as an informational execution, high brand presence, and prominent disclosure labeling are more effective than a narrative execution style. Visit the full article on the Journal of Interactive Marketing. Link: https://doi.org/10.1016/j.intmar.2020.03.005
2. “Fake Ads: The Influence of Counterfeit Native Ads on Brands and Consumers” was published in Journal of Promotion Management in January of 2020. An early version of this work also received the Best Paper Award at the Academy of Business Research Conference in 2019. The article explores fake ads, i.e., social media posts created by influencers that are designed look like ads but are unpaid.
Abstract: This research explores fake ads: social media posts created by influencers that are designed look like ads but are unpaid. An experiment finds that consumers’ perceptions of fake and real ads varies based on their social media experience. Influencers may also be seen as pushy, which reduces attitudes toward the brand featured in the post. Brands should monitor social media for fake ads featuring their brand so that these posts can be removed before they damage the brand’s reputation. This research is limited by its reliance on Facebook ads; social media platform could influence findings and invites future research. Visit the full article on the Journal of Promotion Management. Link: https://doi.org/10.1080/10496491.2020.1719958
Jamie L. Grigsby, PhD
Office: Glass Hall 256
Email: jgrigsby@missouristate.edu
Google scholar: https://scholar.google.com/citations?user=-W8u3hYAAAAJ&hl=en
LinkedIn: https://www.linkedin.com/in/jamie-grigsby-a5aa6616/