Diversity and Inclusion in Advertising- A Non-Western Perspective

Editorial

Diversity and inclusion in advertising: a non-Western perspective
—Martin Eisend, Sara Rosengren, Sophia Mueller-Bryson & Cristian Buzeta []

Diversity, equity, and inclusion (DEI) in the advertising industry: attitudes and behaviors
—Osnat Roth-Cohen & Yaniv Gvili []

Award-winning but gender-inclusive? A content analysis of Effie award-winning TV ads
—Gül Şener, Eda Öztürk, Önder Yönet, Hande Bilsel & Linda Tuncay Zayer []

Pride, not prejudice: a cross-cultural big data analysis of consumer reactions to rainbow-washing in advertising
—Vaibhav Shwetangbhai Diwanji, Nhung Nguyen, Michaella Barros Coelho, Macy Burkett, Rim H. Chaif & others []

How size-inclusive advertising shapes favorable responses in South Korea: a comparative study with the United States
—Su Jin Yang & Sunwoo Kim []

Local brands can’t be so gay: the effect of gay imagery explicitness on locally vs. globally positioned brands in China
—Langcheng Zhang, Xuan Zhou, Chen Lou & Haoran Qiu []

Regular Articles

Unraveling the pinkwashing discourse on X and Instagram
—Brigitte Naderer, Julian Hohner, Tim Wulf & Zoe Olbermann []

Distance between ‘them’ and ‘us’: identity stigmatization in the age of consumer inclusion
—Nikhita Tuli, Harish Kumar, Saurabh Upadhyay & E. Ciszek []

Online brand activism in global controversies: emotion expression, gender stereotyping, and ideological responses
—Xuan Zhou, Chen Lou & Xun (Irene) Huang []

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New Challenges to Advertising: A Call for Transformation, Well-Being, and Positive Social Change

Editorial

Advancing a Transformative Agenda Amid Institutional Complexity in Advertising: Introduction to Special Issue on New Challenges in Advertising–A Call for Transformation, Well-Being and Positive Social Change
—Linda Tuncay Zayer, Catherine A. Coleman, Shu-Chuan Chu & Verena Gruber []

Introducing the Ethics of Actors in Systems (EASY) Approach to Digital Advertising Literacy Through the Views of Early Adolescents
—Michelle Ciccone, Cecilia Yuxi Zhou, Thomas Underwood, Alina Ali Durrani, Brendan McCauley & others []

Unraveling the Ozempic Craze: A Content and Thematic Analysis of Prescription Weight Loss Medication Advertisements on Meta
—Minhey Chung, Erin Willis & Janelle Applequist []

The Power of Real: Exploring The Effects of AI-Generated Vs. Real Models in Advertising Considering Female Consumers
—Farnoosh Khodakarami, Paula C. Peter & Erlinde Cornelis []

Women’s Reception of Male Celebrities in Beauty Advertising
—Lijun Gong & Chihling Liu []

Toward Destigmatization of Mental Health: The Institutional Role of Advertising
—Burçak Ertimur & Steven Chen []

The Role of Homophily in Transformative Advertising Research: An Acid Assault Perspective
—Shanjita Shawrin, Judith Fletcher-Brown, Karen Middleton & Sarah Turnbull []

Reimagining the American Dream of Aging: Filmic Portrayals and Implications for Transformative Advertising Research
—Katherine Sredl, Julie Whiteman, Finola Kerrigan & Cagri Yalkin []

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Editor’s Desk

The 2026 JAR Research Priorities List: A Research Agenda for Advertising in the Age of AI
—Colin Campbell []

(How) Does the Number of Followers Impact the Success of Influencer Marketing? A Construal Level Perspective
—Kirsten Cowan, Ben Marder, Laura Lavertu & Jiayuan Li []

Explication of the Virtual Influencer Ecosystem
—Veronica L. Thomas, Kendra Fowler, Faegheh Taheran & Abdolali Mortazavi []

How the Timing of LGBT+ Brand Activism Affects Consumer Responses: Better Early Than Late?
—Maximilian H. E. E. Gerrath, Kshitij Bhoumik, Alessandro Biraglia, Aulona Ulqinaku & Giampaolo Viglia []

Unpacking Consumer Envy Towards Virtual Influencers: Role of Deservingness and Impact on Consumer Engagement
—Sakshi Korde & Ammara Mahmood []

Revisiting Direct Mail Effectiveness: Balancing Organizational Goals with Consumer Sustainability Concerns
—Jennifer Seokhwa Hong & Chance Michael Ringor []

Similar Facial Expression Responses to Advertising Observed Across the Globe: Evidence for Universal Facial Expressions in Response to Advertising
—Kenneth Preston & Graham Page []

Examining Consumer Appraisals of Deepfake Advertising and Disclosure: Show Deepfakes as “Real Life” or Say They’re “Just Fantasy”?
—Lucas Whittaker, Rory Mulcahy, Rebekah Russell-Bennett, Kate Letheren & Jan Kietzmann []

Consumer Reactions to Product-Model Relative Size and Product Category in Print Advertisements: How Product-Model Relative Size and Product Category in Advertisements Influence Consumer Evaluations
—Qingyi Li, Qianlin Li, Zhijun Li, Hong Zhu, Yayu Zhou & others []

An Investigation of How and Why Organizations Enact Greenhushing
—Nayla Khan, Marta Nieto-García, Diletta Acuti & Giampaolo Viglia []

Advertising Professionals’ Views on Advertising Seemingly Related to Offline Conversations
—Claire M. Segijn, Rongjin Zhang & Joanna Strycharz []

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What has changed us? Investigating consumers’ behaviors for m-commerce: Comparing the pre- and post-pandemic eras
—Wei-Kang Kao []

The influence of service quality and marketing ethics on relationship marketing outcome in private hospitals
—Sara Jamal Abu-Hasheesh, Ala’ Omar Dandis, Mohammad Al Haj Eid, Sultan Alzyoud & Mohammad Al Khasawneh []

The persuasion cues that make video advertising go viral: a conceptual replication and extension comparing viral vs. Non-viral advertising
—Juliana Fernandes & Sigal Segev []

Building brand identity in b2b markets: Co-creation of content with suppliers via storytelling
—Amrita Bansal & Swati Sisodia []

Effect of green integrated marketing communication on green purchase intention in indian banking sector
—Akanksha Choubey & Meenakshi Sharma []

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Posted by: Karen Middleton

We are delighted to again share the Call for Papers for a forthcoming Special Issue of the Journal of Advertising entitled, Social Change and the Role of Advertising Regulation: New Challenges and Opportunities.

We would be most grateful if you could help us to again publicise this Call for Papers through your circulation lists, newsletters, or other communication channels.

The Special Issue seeks contributions that explore how advertising regulation can advance social wellbeing, address key societal challenges (including online safety, ESG accountability and cross-border challenge, harmful products and AI-driven advertising), and reimagine the role of governance in shaping advertising’s influence for social good.

Please find the CFP  and attached as a PDF. Contact us at AdRegulationJA@gmail.com, or find key information in the attachment, including the submission deadline, 31 July 2026. 

We very much appreciate your support in sharing this call with your networks.

With warm regards,

Karen Middleton, Kristina Auxtova, Lauren Gurrieri and Sean Sands

Guest Editors

Journal of Advertising

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Mapping Social Media Influence on Green Packaging Choices in Cosmetics: Measurement of Purchase Intention and Mediating Role of eWOM
—Anu Kohar & Harbhajan Bansal []

Promoting Sustainability Through AI Chatbots: The Role of Trust and Engagement in Shaping Consumer Behavior
—Wail Alhakimi & Abdulalem Mohammed []

Embarrassed but Hooked: How Gamified Social Coupons Drive Users to Spread PWOM in the Metaverse
—Preeti Nayal []

Consumer Impulsive Buying Behavior During Shopee Live Streaming in Vietnam: The Role of Flash Sale Promotions and Parasocial Interactions
—Dang Khoa Tran & Duy Ngoc Phan []

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Posted by: Veronica Thomas, Kendra Fowler

Special Issue Call for Papers
Journal of Advertising Research

New Directions in Influencer Research

Influencer marketing is entering a new phase. Once viewed primarily as a social media endorsement tactic, influencers now operate as entrepreneurs, media producers, brand owners, and algorithmic actors within complex platform ecosystems. At the same time, advances in generative AI, the rise of synthetic and virtual influencers, evolving governance structures, and the professionalization of the creator economy are reshaping how influence is exercised, measured, and monetized. These shifts raise fundamental questions about whether prevailing theories, typologies, and empirical regularities continue to hold under rapidly changing technological and cultural conditions.

The Journal of Advertising Research invites submissions for a Special Issue on New Directions in Influencer Advertising, guest edited by:

• Veronica L. Thomas, Old Dominion University
• Kendra Fowler, Youngstown State University

This special issue seeks research that advances theory and practice by rethinking how influence operates in contemporary advertising environments. We encourage contributions that move beyond incremental extensions to revisit foundational assumptions, introduce new conceptual lenses, and address emerging managerial challenges in influencer ecosystems. Conceptual and empirical submissions are welcome across methods, including experiments, field studies, modeling, qualitative research, and mixed approaches.

Manuscript deadline: 12 October 2026.

.

Join the Guest Editors for a Webinar

Prospective authors are encouraged to attend an informal, practical webinar with the guest editorial team of the special issue. The live Zoom session will take place on February 27, 2026, at 9:00 AM Pacific/12:00PM Eastern and will include time for open discussion and Q&A. .

During the webinar, the editors will walk through the big ideas motivating the special issue, some ideas of topics and issues potentially worth exploring, and what they are looking for in stronger submissions. Attendance is optional but strongly recommended, and a recording will be made available afterward on the JAR YouTube channel.

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Editorial

Responsible Corporate Branding as a Core of Corporate Brand Equity and Reputation Management in a Challenging World
—Tatiana Anisimova, Sharifah Faridah Syed Alwi, T. C. Melewar, Felix Mavondo []

Gaining Positive E-WOM Through Reputation Depending on Information Privacy Concerns in Banking Services: Moderation Roles of Boycott Participation and Boycott Frequency
—Cagla Pinar Utkutug, Erkan Yildiz []

Plastic-Free Brand Choices as a Holistic Approach to Self-Care: A Netnographic Analysis of Young Consumers’ Motivations
—Angela A. Beccanulli, Silvia Biraghi []

Rebranding as a Crisis Response Strategy: A Stakeholder Perspective
—Corné Meintjes, Yolandi Botha []

Integrated Learning with AI Enabled Interactions with Customers by Fashion Retailers
—Mohamed Ai-Shafei, Suraksha Gupta, Matthew M. Shin, Ye Yan, Rui Liu []

DHL’s Spreading COVID-19 Over the Sky? Handling Corporate Response to Misinformation with Humour
—Jindřich Oukropec []

Rethinking Employer Attractiveness: A Qualitative Exploration of Potential Employees’ Perception of Employer Attractiveness Attributes
—Etty R. Nilsen, Anja H. Olafsen, John Nadeau []

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Editorial

Evolution, challenges, and opportunities of AI-generated advertising
—Tae Hyun Baek, Eleonora Pantano, Kirk Plangger & Jungkeun Kim []

Research Articles

Exploring the advertising effectiveness of generative artificial intelligence: an empirical study using the hierarchy-of-effects model
—Weipeng Hou, Jinghong Xu & Jie Ren []

Easing AI-advertising aversion: how leadership for the greater good buffers negative response to AI-generated ads
—Sean Sands, Vlad Demsar, Carla Ferraro, Sam Wilson, Melissa Wheeler & others []

High hopes, hard falls: consumer expectations and reactions to AI-human collaboration in advertising
—Yuhosua Ryoo, Marat Bakpayev, Yongwoog Andrew Jeon, Kacy Kim & Sukki Yoon []

Creativity in advertising: the roles of implicit theory and AI
—Meng-Hsien (Jenny) Lin & Po-Han Wu []

The secret sauce: factors influencing the effectiveness of virtual influencer endorsements
—Jasper Aniket, Neeraj Kaushik & Brijesh Sivathanu []

Transforming advertising in the age of generative AI: exploring advertising professionals’ perceptions of human-AI value co-creation
—Jing Yang, Chuqing Dong, Shu-Chuan Chu & Minjin Rheu []

Effect of disclosing AI-generated content on prosocial advertising evaluation
—Tae Hyun Baek, Jungkeun Kim & Jeong Hyun Kim []

The importance of human interactivity in artificial intelligence use in advertising: development of a new scale
—Tze-Hsien Liao []

Consumer empowerment through generative artificial intelligence: enhancing brand narrative with collaboration, creation, and communication
—Yang Feng & Yuan Sun []

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Editorial

The need for more research on public policy issues related to the use of artificial intelligence in advertising
—Charles R. Taylor []

Research Articles

Meme advertising for luxury brands: effects on perceived funniness and sharing intention
—Tae Hyun Baek, Jooyoung Park & Jeong Soo Kim []

Two together is better than two apart: examining multi-celebrity endorsement effectiveness
—Stacey Brennan, Jasmina Ilicic & Amanda Kennedy []

Chinese consumer perceptions of offensive advertising: assessing advertising matter, manner, and media and the role of cultural identity
—Mingzhou Yu, Kara Chan, Sandra Diehl, Isabell Koinig & Ralf Terlutter []

The importance of interactivity in increasing engagement with native advertising
—Aniruddha Pangarkar & Colleen Kirk []

Does fortune favor the brave? Brand bravery’s impact on green- and inclusive marketing
—Tania Maree & Melanie Wiese []

Curbing misinformation dissemination in influencer marketing: how misinformation interventions affect endorsement effectiveness
—Quan Xie, Mengtian Jiang, Yang Feng & Joe Phua []

Are interactive PSA formats always effective? The interaction between empathy-inducing message content, carousel formats, and connectedness with nature in pro-environmental campaigns
—Ja Kyung Seo, Hanyoung Kim, Hye Jin Yoon, Youngjee Ko, Jeong-Yeob Han & others []

Racialized environmental injustice and green advertising: how color-conscious and colorblind strategies influence majority and minority consumers’ green cognitions
—Minjie Li []

An empirical study on bounced clicks versus multi-page clicks in display advertising
—Jaewon Choi, Duk Bin Jun, Haeun Kim & Sungho Park []

‘Can you see it?’ how one-for-one promotions increase imagery vividness and promotion effectiveness in cause-related marketing
—Katharine Howie, Rhiannon M. Mesler, Jennifer Chernishenko & Lifeng Yang []

Perspectives

Brand awareness in complex communication ecosystems: rethinking research methods in sponsorship
—Steffen Jahn & T. Bettina Cornwell []

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