Konsumentreklam som skapar framtidsutsikter - En kvantitativ studie om hur ökad annonsansträngning i konsumentreklam skapar bättre framtidsutsikter för annonsörens anställda
The purpose of this essay is to investigate how consumer advertising has an effect on other groups than the intended, the so-called extended audience of advertising. Previous research shows that consumer advertising can influence investors and employees of a company as well as affect the attractiveness of a company as a potential employer. In addition, research shows that more perceived cognitive effort in advertising results in positive signaling effects for consumers. This study aims to further build on these concepts in order to gain additional understanding of how consumer advertising can influence extended audiences. More specifically, it examines if more (versus less) effort in advertising can improve the future prospects on the labor market for an employee of the advertising company, by looking at recruitment consultants as an extended audience. Using signaling effects and the concept of third-person effect, this experimental study shows that more effort in ads signals ability and attractiveness for the advertising brand as well as its employees. Furthermore, it also has a positive impact on the intentions for recruitment consultants to invite an employee seeking a new job to an interview. These findings can establish that the future prospect on the labor market for the employee is improved by more effort in the current employer's advertising. Moreover, the results show a presence of the third-person effect in this context.