J Mar Comm
Introduction
Journal of Marketing Communications, 27(8)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
Anthropomorphism in advertising: the effect of media on audience attitude
—Shivani Agrawal, Utkal Khandelwal & Naval Bajpai [] []
Smartphone experience, satisfaction, and referral: an ecosystem perspective
—Atefeh Yazdanparast & Gina A. Tran [] []
Balancing creativity and organisational performance in an advertising agency network: A case study
—Paul M. Collier, Michael T. Ewing & Holly B. Cooper [] []
Digital gifting in personal brand communities of live-streaming: fostering viewer–streamer–viewer parasocial relationships
—Chih-Ping Chen [] []
Storytelling and narrative tools in award-winning advertisements in Turkey: an interdisciplinary approach
—Fatih Kılıç & Elif Yolbulan Okan [] []
Positive or negative vibes: Does mood affect consumer response to controversial advertising?
—Chris R. Noland [] []