TOC: Intl J Adv
Introduction
International Journal of Advertising, 30(1)
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: : journals |
Relevant ARCategory: |
Editorial
Guest Editorial: Social Media
–Sejeung Marina Choi
Introducing COBRAs: exploring motivations for brand-related social media use
–Daniël G. Muntinga, Marjolein Moorman and Edith G. Smit
Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites
–Shu-Chuan Chu and Yoojung Kim
Drivers of new product recommending and referral behaviour on social network sites
–Patrali Chatterjee
The multidimensional nature and brand impact of user-generated ad parodies in social media
–Bruce G. Vanden Bergh, Mira Lee, Elizabeth T. Quilliam and Thomas Hove
From whence it came: understanding source effects in consumer-generated advertising
–Peter Steyn, Michael T. Ewing, Gené van Heerden, Leyland F. Pitt and Lydia Windisch
Peer or expert? The persuasive impact of YouTube public service announcement producers
–Hye-Jin Paek, Thomas Hove, Hyun Ju Jeong and Mikyoung Kim
Book reviews
Gabe Zichermann and Joselin Linder – Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests
–Ilya Vedrashko
John Gerzema and Michael D’Antonio – Spend Shift: How the Post-Crisis Values Revolution is Changing the Way We Buy, Sell and Live
–Rohit Bhargava