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Research Article

Article
Empowerment strategies and their effects in digital contexts: corroboration, replication, and extension
Hajer Bachouche, Linda Hamdi-Kidar & Ouidade Sabri
Published online: 07 Jun 2024
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Research Article

Article
The prevalence and portrayal of Asian Americans in advertising: a comparative content analysis over three decades
Nancy Howell Brinson, Katharine Hubbard & Dana Berry
Published online: 05 Jun 2024
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Research Article

Article
The vampire effect of smartphone swiping: how atypical motor actions increase ad attention but impair brand recall
Stefan Rohrbach, Daniel Bruns & Tobias Langner
Published online: 02 Jun 2024
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Open Access

Research Article

Article
The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM
Ayşegül Özsomer, Zeynep Müge Güzel, Casey E. Newmeyer & Ellen Schmidt-Devlin
Published online: 23 May 2024
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Research Article

Article
Solidarity brand activism influences Black-Asian American linked fate: toward a minority-minority advertising paradigm shift
Minjie Li
Published online: 21 May 2024
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Research Article

Article
Are gambling company sports sponsorships a losing game? Investigating consumer responses on gambling, brand and team outcomes
Steffi De Jans, Liselot Hudders & Bram Constandt
Published online: 17 May 2024
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Research Article

Article
Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing
Chen Lou, Xuan Zhou & Qinyue Xu
Published online: 07 May 2024
  • 253 Views
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Research Article

Article
Diversity, equity, and inclusion (DEI) among generational cohorts: investigating attitude towards disabled models and advertising effectiveness
Sidharth Muralidharan, Carrie La Ferle & Osnat Roth-Cohen
Published online: 29 Apr 2024
  • 226 Views
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Research Article

Article
Facebook likes and corporate revenue: testing the consistency between attitude and behavior
Gunwoo Yoon, Cong Li, Jiangmeng Liu, Michael North, Yi (Grace) Ji & Cheng Hong
Published online: 12 Mar 2024
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Research Article

Article
Artificial intelligence, virtual and augmented reality, social media, online reviews, and influencers: a review of how service businesses use promotional devices and future research directions
Shu-Chuan Chu, Mark Yi-Cheon Yim & Juan Mundel
Published online: 11 Mar 2024
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Research Article

Article
How does personality affect perception of advertising messages? The Big Five model and advertising responses: a meta-analysis
Alicja Grochowska, Agnieszka Młyniec, Konrad Hryniewicz, Elżbieta Józefowicz, Karolina Ponikowska-Szmajda, Agnieszka Kaczmarek (Ozimek)Katarzyna Wisiecka, Paulina Ślęzak & Krzysztof Krejtz
Published online: 06 Mar 2024
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Perspectives

Comment
Sportswashing: exploiting sports to clean the dirty laundry
Lars Bergkvist & Heidi Skeiseid
Published online: 24 Feb 2024
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Open Access

Research Article

Article
Digital transformation, online advertising, and consumer behaviour
Sahil Gupta, Justin Paul, Jennifer L. Stoner & Arun Aggarwal
Published online: 22 Feb 2024
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Research Article

Article
Decoding demarketing advertising effects through the IMC lens: the role of earned and paid media
Hye Jin Yoon, Yoon-Joo Lee & Shuoya Sun
Published online: 12 Feb 2024
  • 204 Views
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Research Article

Article
The interaction effect of fashion retailer categories on sustainable labels: the role of perceived benefits, ambiguity, trust, and purchase intention
Minjung Cho, Eunju Ko & Benjamin E. Borenstein
Published online: 02 Feb 2024
  • 396 Views
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Research Article

Article
Brand embeddedness in advergames through brand–game congruence and brand prominence: a typology of ways to design a game around a brand
Amélie Joassard & Sonia Capelli
Published online: 30 Jan 2024
  • 156 Views
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Research Article

Article
Diversity in the digital age: how consumers respond to diverse virtual influencers
Carla Ferraro, Sean Sands, Nives Zubcevic-Basic & Colin Campbell
Published online: 30 Jan 2024
  • 3936 Views
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Open Access

Research Article

Article
She’s my favorite YouTuber, so I watch ads on her channel: The interplay of parasocial interaction and YouTube ad knowledge on voluntary ad-watching
Yoon Hi Sung, Chan Yun Yoo & Jiyoon (Karen) Han
Published online: 27 Dec 2023
  • 393 Views
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Research Article

Article
Crying victims deserve more? how victim image, facial expression, entitativity and victim story impact charity advertising persuasiveness
Hsiao-Ching Lee, Chun-Tuan Chang, Jia-Ling Lee, Chia-Han Chang & Yu-kang Lee
Published online: 26 Dec 2023
  • 272 Views
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Research Article

Article
Invisible labors: U.S. advertising agencies’ race and ethnicity problem
Kasey Windels, Kelsey Lunsford & Noura Ibrahim
Published online: 18 Dec 2023
  • 108 Views
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Research Article

Article
Is unfit CSR novel? Exploring the impact of CSR knowledge, brand–cause fit, and perceived novelty on consumer response
Rachel Esther Lim & Ji Mi Hong
Published online: 06 Nov 2023
  • 379 Views
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Research Article

Article
Music to the ears: the role of sonic branding in advertising
Elyria Kemp, Yoon-Na Cho, My Bui & Alex Kintzer
Published online: 27 Oct 2023
  • 570 Views
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Research Article

Article
Consumers’ persuasion knowledge of algorithms in social media advertising: identifying consumer groups based on awareness, appropriateness, and coping ability
Hilde A. M. Voorveld, Corine S. Meppelink & Sophie C. Boerman
Published online: 12 Oct 2023
  • 3832 Views
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Open Access

Research Article

Article
Who will buy the idea of non-fungible token (NFT) marketing? Understanding consumers’ psychological tendencies and value perceptions of branded NFTs
Quan Xie, Sidharth Muralidharan & Steven M. Edwards
Published online: 27 Sep 2023
  • 791 Views
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