J Adv Res
Introduction
Journal of Advertising Research, 65(3)
POSTING TYPE: TOCs
Editors Desk
A Call to Embrace GenAI in Academic Research
—Colin Campbell
Articles
How to Persuade Consumers to Engage with Calls-to-Action in Brand Content: Assessing CTA Compliance Intention via Psychological Reactance and Emoji as Moderator
—Hsuan-Hsuan Ku & Chia-Chun Wang [] []
Sponsorship Disclosure in Virtual Influencer Marketing: Assessing Users Sentiment and Engagement Toward Virtual Influencer Endorsements |
—Jiemin Looi, Eunjin (ANNA) Kim & Zihang E [] []
An Empirical Examination of the Ad-Program Congruence Effect on Ad-Viewing Behaviors: Evidence from TVision Data
—Ming Chen, Wen Xie & Chunxiao Xue [] []
When to Appeal to Cultural Capital in Advertisements? Cultural Capital Appeals Increase Purchase Intentions for High- But Not Low-Priced Products
—Wei-Fen Chen, Xue Wang & Chenyang Shao [] []
Acceptance Propensity of Pre-Roll Skippable Ads: An Analysis of Large-Scale Clickstream Data Using Dynamic Linear Models
—Mi Hyun Lee, Jaewon Royce Choi & Su Jung Kim [] []
The Effectiveness of Background Blurriness in Video Advertisements: How Video Background Blurriness and Construal Level Shape Consumer Perception
—Lam An, Zhihao Yu, Jaehoon Lee & Sheng Sun [] []
Optimal Rules for Advertising Budget Allocation Across Movie Versions Marketed in Sequential Distribution Stages |
—S繹nke Albers [] []
Gratitude in Health Messages: The Moderating Role of Anthropomorphism |
—Saira Khan, Vivian Pontes, Yuri Seo & Felix Septianto [] []
Life Transitions Influence Response to Ad Repetition: When Times of Change Increase Preference for Repeat Advertising Experiences
—Benjamin E. Borenstein, Tyler Milfeld & Luke Nowlan [] []
A Comparative Analysis of Skippable Ads, Non-Skippable Ads, and Brand Placements: Evaluating YouTube Advertising Strategies
—Davit Davtyan, Armen Tashchian & Michael Lee Thomas [] []