{"id":"https://openalex.org/W1596636723","doi":null,"title":"Prankvertising Phenomenon: The Effects on Consumer Buying Decision","display_name":"Prankvertising Phenomenon: The Effects on Consumer Buying Decision","publication_year":2014,"publication_date":"2014-01-01","ids":{"openalex":"https://openalex.org/W1596636723","mag":"1596636723"},"language":"en","primary_location":{"id":"pmh:oai:lup-student-papers.lub.lu.se:4466328","doi":null,"is_oa":true,"landing_page_url":"http://lup.lub.lu.se/student-papers/record/4466328","pdf_url":"http://lup.lub.lu.se/student-papers/record/4466328","source":{"id":"https://openalex.org/S4306402420","display_name":"Lund University Publications Student Papers (Lund University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I187531555","host_organization_name":"Lund University","host_organization_lineage":["https://openalex.org/I187531555"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"H1"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"http://lup.lub.lu.se/student-papers/record/4466328","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5040721561","display_name":"Onsurang Siripiyavatana","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Onsurang Siripiyavatana","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5005114633","display_name":"Siriorn Sutheerawong","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Siriorn Sutheerawong","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":true,"cited_by_count":3,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9887999892234802,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9887999892234802,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.007899999618530273,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.003000000026077032,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/purchase-decision","display_name":"purchase decision","score":0.781000018119812},{"id":"https://openalex.org/keywords/viral-marketing","display_name":"viral marketing","score":0.9309999942779541},{"id":"https://openalex.org/keywords/word-of-mouth","display_name":"word of mouth","score":0.9760000109672546},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.4950000047683716},{"id":"https://openalex.org/keywords/emotions","display_name":"emotions","score":0.3880000114440918},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":0.9169999957084656},{"id":"https://openalex.org/keywords/brand-memorability","display_name":"brand memorability","score":0.7269999980926514},{"id":"https://openalex.org/keywords/advertising-effectiveness","display_name":"advertising effectiveness","score":0.48500001430511475}],"concepts":[{"id":"https://openalex.org/C50335755","wikidata":"https://www.wikidata.org/wiki/Q483247","display_name":"Phenomenon","level":2,"score":0.7413811683654785},{"id":"https://openalex.org/C187008535","wikidata":"https://www.wikidata.org/wiki/Q204255","display_name":"Viral marketing","level":3,"score":0.7014535069465637},{"id":"https://openalex.org/C2776035688","wikidata":"https://www.wikidata.org/wiki/Q1606558","display_name":"Affect (linguistics)","level":2,"score":0.683058500289917},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6051021814346313},{"id":"https://openalex.org/C30772137","wikidata":"https://www.wikidata.org/wiki/Q5164762","display_name":"Consumption (sociology)","level":2,"score":0.5924082398414612},{"id":"https://openalex.org/C98184364","wikidata":"https://www.wikidata.org/wiki/Q1780131","display_name":"Argument (complex analysis)","level":2,"score":0.5697329640388489},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5415641665458679},{"id":"https://openalex.org/C137913393","wikidata":"https://www.wikidata.org/wiki/Q15737157","display_name":"Word of mouth","level":2,"score":0.5331593751907349},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4973888695240021},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.47768574953079224},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.44158482551574707},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.35248950123786926},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.1618521511554718},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.12660327553749084},{"id":"https://openalex.org/C71924100","wikidata":"https://www.wikidata.org/wiki/Q11190","display_name":"Medicine","level":0,"score":0.10515803098678589},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.10084804892539978},{"id":"https://openalex.org/C46312422","wikidata":"https://www.wikidata.org/wiki/Q11024","display_name":"Communication","level":1,"score":0.0},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.0},{"id":"https://openalex.org/C139268390","wikidata":"https://www.wikidata.org/wiki/Q1850904","display_name":"Opinion leadership","level":2,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C62520636","wikidata":"https://www.wikidata.org/wiki/Q944","display_name":"Quantum mechanics","level":1,"score":0.0},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C126322002","wikidata":"https://www.wikidata.org/wiki/Q11180","display_name":"Internal medicine","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:lup-student-papers.lub.lu.se:4466328","doi":null,"is_oa":true,"landing_page_url":"http://lup.lub.lu.se/student-papers/record/4466328","pdf_url":"http://lup.lub.lu.se/student-papers/record/4466328","source":{"id":"https://openalex.org/S4306402420","display_name":"Lund University Publications Student Papers (Lund University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I187531555","host_organization_name":"Lund University","host_organization_lineage":["https://openalex.org/I187531555"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"H1"},{"id":"mag:1596636723","doi":null,"is_oa":false,"landing_page_url":"https://lup.lub.lu.se/student-papers/record/4466328/file/4466329.pdf","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"pmh:oai:lup-student-papers.lub.lu.se:4466328","doi":null,"is_oa":true,"landing_page_url":"http://lup.lub.lu.se/student-papers/record/4466328","pdf_url":"http://lup.lub.lu.se/student-papers/record/4466328","source":{"id":"https://openalex.org/S4306402420","display_name":"Lund University Publications Student Papers (Lund University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I187531555","host_organization_name":"Lund University","host_organization_lineage":["https://openalex.org/I187531555"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"H1"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[{"id":"https://openalex.org/F4320321806","display_name":"Lunds Universitet","ror":"https://ror.org/012a77v79"}],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W1596636723.pdf","grobid_xml":"https://content.openalex.org/works/W1596636723.grobid-xml"},"referenced_works_count":52,"referenced_works":["https://openalex.org/W129316862","https://openalex.org/W188361862","https://openalex.org/W622204306","https://openalex.org/W1505999675","https://openalex.org/W1510866211","https://openalex.org/W1530608334","https://openalex.org/W1539265701","https://openalex.org/W1562891728","https://openalex.org/W1574682103","https://openalex.org/W1575574612","https://openalex.org/W1575612459","https://openalex.org/W1578274883","https://openalex.org/W1580773443","https://openalex.org/W1741321747","https://openalex.org/W1963944977","https://openalex.org/W1964000966","https://openalex.org/W1980790266","https://openalex.org/W1987556956","https://openalex.org/W1991876998","https://openalex.org/W1996287086","https://openalex.org/W2000752890","https://openalex.org/W2013496450","https://openalex.org/W2018665154","https://openalex.org/W2036286075","https://openalex.org/W2037955071","https://openalex.org/W2040686047","https://openalex.org/W2045409478","https://openalex.org/W2050820719","https://openalex.org/W2053560766","https://openalex.org/W2064730034","https://openalex.org/W2079398999","https://openalex.org/W2083479504","https://openalex.org/W2088911103","https://openalex.org/W2089371540","https://openalex.org/W2095507885","https://openalex.org/W2100833695","https://openalex.org/W2102176886","https://openalex.org/W2113355860","https://openalex.org/W2116720807","https://openalex.org/W2138149845","https://openalex.org/W2139599676","https://openalex.org/W2166534617","https://openalex.org/W2170518204","https://openalex.org/W2217620346","https://openalex.org/W2317223749","https://openalex.org/W2320245272","https://openalex.org/W2325627778","https://openalex.org/W2329008131","https://openalex.org/W2411482561","https://openalex.org/W2589304452","https://openalex.org/W2600738099","https://openalex.org/W4412429079"],"related_works":["https://openalex.org/W7215206615","https://openalex.org/W7162525674","https://openalex.org/W4406035595","https://openalex.org/W7133489675","https://openalex.org/W4226378962","https://openalex.org/W6991644037","https://openalex.org/W3088647884","https://openalex.org/W4391055162","https://openalex.org/W3123685813","https://openalex.org/W7214548033"],"abstract_inverted_index":{"Prankvertising":[0,152],"is":[1,5,70],"a":[2,22,38,156],"phenomenon":[3,81],"that":[4,132],"gaining":[6,52],"significant":[7],"exposure":[8],"in":[9,51],"marketing":[10],"world,":[11],"attracting":[12],"both":[13],"small":[14],"and":[15,35,94,100,150],"large":[16],"companies":[17],"to":[18,59,77,112,126,170,185],"implement":[19],"it":[20,191],"as":[21,98],"new":[23,80],"advertising":[24,93,130],"strategy.":[25],"Its":[26],"success":[27,50],"has":[28],"been":[29],"proven":[30],"by":[31,86,107],"millions":[32],"of":[33,45,89,103,158,182,199,202],"views":[34],"shares":[36],"within":[37],"few":[39],"days,":[40],"reflecting":[41],"an":[42,128],"effective":[43,129],"tool":[44,131],"viral":[46,91],"marketing.":[47],"Despite":[48],"its":[49,60],"rapid":[53],"audience":[54],"reach,":[55],"the":[56,121,162,172,180,183,186,189,200,203],"argument":[57],"relating":[58],"true":[61],"success,":[62],"whether":[63],"prankvertising":[64,104,123],"can":[65,133],"affect":[66,134],"consumer":[67,84,115,135,145,175,184],"buying":[68,136,146,176,194,211],"decision,":[69],"also":[71,206],"increasing.":[72],"This":[73],"thesis,":[74],"thus,":[75],"aims":[76],"explore":[78],"this":[79],"impact":[82],"on":[83,144,209],"behavior":[85],"connecting":[87],"theories":[88,96],"word-of-mouth,":[90],"marketing,":[92],"consumption":[95],"such":[97],"BDT":[99],"CCT.":[101],"Examples":[102],"videos":[105],"produced":[106],"different":[108],"industries":[109],"were":[110],"used":[111],"delve":[113],"into":[114],"reactions":[116],"towards":[117],"prank":[118,163,187],"videos.":[119],"From":[120],"study,":[122],"was":[124,153],"found":[125],"be":[127,171],"decision.":[137,177,195],"The":[138,178],"findings":[139],"revealed":[140],"three":[141],"aspects":[142],"effecting":[143],"decision;":[147],"emotion,":[148],"engagement,":[149],"memorability.":[151],"activated":[154],"through":[155],"number":[157],"emotions":[159],"appeared":[160],"from":[161],"content,":[164],"which":[165],"\u2018Caring\u2019":[166],"emotional":[167],"category":[168],"proves":[169],"most":[173],"encouraging":[174],"higher":[179],"engagement":[181],"video,":[188],"more":[190],"affects":[192],"their":[193],"Finally,":[196],"consumer\u2019s":[197,210],"memorability":[198],"name":[201],"product":[204],"advertised":[205],"had":[207],"effects":[208],"implementation.":[212]},"counts_by_year":[{"year":2022,"cited_by_count":1},{"year":2016,"cited_by_count":2}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2016-06-24T00:00:00"}
