Intl J Adv
Introduction
International Journal of Advertising, 41(4)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
Editorial
Advertising and small businesses: the need for more research
—Charles R. Taylor [] []
#Instafame: exploring the endorsement effectiveness of influencers compared to celebrities
—Jan-Frederik Gr瓣ve & Fabian Bartsch [] []
Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they adopt?
—Jes繳s Mart穩nez-Navarro & Enrique Bign矇 [] []
Bots vs. humans: how schema congruity, contingency-based interactivity, and sympathy influence consumer perceptions and patronage intentions
—Chen Lou, Hyunjin Kang & Caleb H. Tse [] []
Understanding Twitter conversations about artificial intelligence in advertising based on natural language processing
—Linwan Wu, Naa Amponsah Dodoo, Taylor Jing Wen & Li Ke [] []
Modeling and evaluating the effectiveness of AR advertising and the moderating role of personality traits
—Rodrigo Uribe, Rafael Labra & Enrique Manzur [] []
path to our heart: Visual metaphors and white space in advertising aesthetic pleasure
—Kostoula Margariti, Leonidas Hatzithomas, Christina Boutsouki & Yorgos Zotos [] []
When endorsers behave badly: consumer self-expression and negative meaning transfer |
—Jovica Breberina, Paurav Shukla & Veronica Rosendo-Rios [] []
Blurring luxury: the mediating role of self-gifting in consumer acceptance of phygital shopping experiences
—Charles Aaron Lawry [] []