Intl J Adv
Introduction
International Journal of Advertising, 45(1)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
Editorial
Evolution, challenges, and opportunities of AI-generated advertising
—Tae Hyun Baek, Eleonora Pantano, Kirk Plangger & Jungkeun Kim []
Research Articles
Exploring the advertising effectiveness of generative artificial intelligence: an empirical study using the hierarchy-of-effects model
—Weipeng Hou, Jinghong Xu & Jie Ren []
Easing AI-advertising aversion: how leadership for the greater good buffers negative response to AI-generated ads
—Sean Sands, Vlad Demsar, Carla Ferraro, Sam Wilson, Melissa Wheeler & others []
High hopes, hard falls: consumer expectations and reactions to AI-human collaboration in advertising
—Yuhosua Ryoo, Marat Bakpayev, Yongwoog Andrew Jeon, Kacy Kim & Sukki Yoon []
Creativity in advertising: the roles of implicit theory and AI
—Meng-Hsien (Jenny) Lin & Po-Han Wu []
The secret sauce: factors influencing the effectiveness of virtual influencer endorsements
—Jasper Aniket, Neeraj Kaushik & Brijesh Sivathanu []
Transforming advertising in the age of generative AI: exploring advertising professionals’ perceptions of human-AI value co-creation
—Jing Yang, Chuqing Dong, Shu-Chuan Chu & Minjin Rheu []
Effect of disclosing AI-generated content on prosocial advertising evaluation
—Tae Hyun Baek, Jungkeun Kim & Jeong Hyun Kim []
The importance of human interactivity in artificial intelligence use in advertising: development of a new scale
—Tze-Hsien Liao []
Consumer empowerment through generative artificial intelligence: enhancing brand narrative with collaboration, creation, and communication
—Yang Feng & Yuan Sun []