J Adv Res
Introduction
Journal of Advertising Research, 63(3)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
Ready or Not, Generative AI Is Here to Stay: Advertisers Need More Research to Harness the Benefits of AI Technologies
—-Colin Campbell [] []
Is Your Brand Protected? Assessing Brand Safety Risks In Digital Campaigns
—Ross W. Johnson, Clay Voorhees, and Farnoosh Khodakarami [] []
Beyond the Targeted Customer: Spillover Effect through Social Influence Consumers with Weak Ties Are More Effective Targets in Social Advertising
—Zhen-Zhen Wang, Zhihua Zhu, Xiaoke Xu, and Naipeng Chao [] []
Who Needs Highly Creative Advertising? How Brand Familiarity Moderates Creativitys Influence on Attention, Affect, and Memory
—Ahmed Hamed al-Shuaili, Scott Koslow, and Mark Kilgour [] []
Special Issue Preview: Analyzing the Effectiveness of Pro-Social Advertising Appeals
—Marla B. Royne Stafford [] []
Advertising Eco-Friendly Behavior to Young Adults: Sweat or Do Good? How Young Men and Women Respond to Physical Activity- versus Caring-Oriented Appeals
—Sandra Praxmarer-Carus and Constanze Gathen [] []
Do Consumers Prefer Sad Faces on Eco-Friendly Products? How Facial Expressions On Green Products in Advertisements Influence Purchase Intentions
—Ke Zhang, Siqi Wang, Huan Yang, and Long Chen [] []
When and Why Are Consumers Willing to Help For-Profit Companies in Distress? The Corporate Vulnerability Appeal: Conditions that Drive Its Effectiveness
—Lucia S. G. Barros, Farah Diba Abrantes-Braga, Cristiane Benedetti Chammas, and Murilo Costa Filho [] []