J Current Issues Res Adv
Introduction
Journal of Current Issues & Research in Advertising, 46(2)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
Green with Arrogance: Dominant Brands Benefit from Arrogant Appeals
—Tyler Milfeld, Matthew Pittman & Charles R. Taylor [] []
Big or Small? Impact of Influencer Characteristics on Influencer Success, with Special Focus on Micro- Versus Mega-Influencers
—Nadine Walter, Ulrich Föhl & Lea Zagermann [] []
Better Stick to the Status Quo? Eco-Friendly Product Endorsements by (Large) Lifestyle Instagram Influencers as a Curiosity-Inducing Trigger for Young Women
—Roseline van Gogh, Karolien Poels & Michel Walrave [] []
Causes and Effects of Social Media Engagement in Luxury Fashion Marketing: A Comparative Study Over the COVID Pandemic
—Jiayi Huang & Peng Zhou [] []
Crafting Compelling Narratives: Exploring Three Key Persuasive Drivers and Their Interaction
—Eunjin (Anna) Kim, Verena Hofmann, S. Ratneshwar & Esther Thorson [] []
The Role of Fresh Start Mindset (FSM) and Collectivistic Orientation in Mental Health Promotion Messages
—Yoon-Joo Lee, Hye Jin Yoon & Hae Yeon Seo [] []