Intl J Adv
Introduction
International Journal of Advertising, 41(3)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
Editorial
Research on advertising in the metaverse: a call to action
—Charles R. Taylor []
What drives CSR communication effectiveness on social media? A process-based theoretical framework and research agenda
—Paula Fernández, Patrick Hartmann & Vanessa Apaolaza [] []
Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram
—Hyosun Kim [] []
Commercial audience retention of television programs: measurement and prediction
—Lianlian Song, Yang Shi & Geoffrey Kwok Fai Tso [] []
Influence for social good: exploring the roles of influencer identity and comment section in Instagram-based LGBTQ-centric corporate social responsibility advertising
—Minjie Li [] []
Digital advertising policy acceptance by out-of-home advertising firms: a combination of TAM and TOE framework
—Jaesoo Cho, Yongseok Cheon, Jong Woo Jun & Sangwon Lee [] []
Managerial and organizational perspectives on online–offline integration within integrated marketing communication: toward a holistic conceptual framework
—Maria Vernuccio, Ludovica Cesareo, Alberto Pastore & Philip J. Kitchen [] []
When verbal metaphors become more persuasive: the interplay between goal orientation of ad claims and metaphor
—Hongmin Ahn, Mark Yi-Cheon Yim & Yongjun Sung [] []
Perspectives
Enduring consumer beliefs about advertising and mass media: implications for publicity and its impact
—Debra Jones Ringold [] []