Abstract This article offers a commentary on the state of advertising and media research. It suggests that the continuing evolution of media continues to disrupt advertising research and practice. The article concludes that there are some general questions about the relationships between advertising and media that are common to both tradition and digital media and that many issues that are often framed

Abstract Artificial intelligence (AI) is rapidly reconstructing consumer experiences with brands in recent years. However, there have been the unsettled debates on whether humans react to robots (e.g., chatbots) in the same way as they do to other humans, and how the intrinsic strength of AI (i.e., autonomous processing and synthetization of information) and humans (i.e., emotional intelligence) factor

Abstract The paucity of research on priming product placements and insights from practitioners (Study 1) motivated our investigation into how and when priming works in movie placements. Study 2 explores the impact of media priming (a media story announcing a movie placement before the movie’s release) and ad priming (a similar ad announcement) on recall through contrasts with no priming (control).

Abstract While practice and research show that Corporate Social Responsibility (CSR) communication on social media can have positive effects on corporate reputation, brand attitude and purchase intention, consumer engagement with CSR posts has been underwhelming. Companies are not successfully tapping into the inherent potential of social media communication. This theoretical review integrates extant

Abstract Social marketers and health advertisers often use statistical health information to craft customized messages for specific consumer segments. However, the composition of these segments can vary greatly, inherently resulting in different base rate percentages about the same health issue (e.g. ‘51.9% of all COVID 19-related deaths in the U.S. occurred among Caucasians’ vs. ‘16.6% of all COVID

Abstract Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to influence brand attitudes, when celebrities and brands are associated in different ways (co-branding vs. endorsement) and when brand awareness varies (lesser-known vs. well-known brand). Additionally

Abstract Twitter has become an important means of communicating alcohol industry CSR campaigns. However, little is known about individual differences in consumer responses to CSR campaigns in the context of Twitter. An online experiment was conducted to explore the effects of interdependent self-construal on purchase and electronic word of mouth intentions through attitudes toward CSR campaigns on

Abstract Contemporary advertising is increasingly based upon the successful implementation of two creative design tools, visual metaphors, and “white” space. Yet, despite their established coexistence, there is not enough evidence on the mechanism that takes place to affect consumers’ attitude toward the ad (Aad). The present study builds on the scarce evidence on the combination of visual metaphors

(2021). Editorial: on Hideki Matsuyama and the need for more study of global brand equity. International Journal of Advertising: Vol. 40, No. 3, pp. 325-326.

Abstract Effective corporate social responsibility (CSR) advertising depends on the nature of the partnership and how it is communicated in messages about CSR initiatives. Guided by the Symbolic Sustainability Model (SSM), this study investigates the effects of communication about CSR initiatives comparing differing CSR approaches through a 2 × 2 between-subjects factorial experiment. After viewing

Abstract Artificial intelligence (AI) has been widely applied in the advertising industry and attracted increasing attention from advertising scholars. However, the general public’s perceptions of AI in advertising have been relatively neglected within the current literature. In this study, we analyzed people’s posts on Twitter about AI in advertising using natural language processing. Specifically

Abstract Although companies have started to adopt native CSR advertising for crisis communication, no existing research has examined this new phenomenon. To fill the gap, this study tested how crisis type and ad identification influence the effectiveness of native CSR advertising as a post-crisis response strategy. An online experiment was conducted using a nationally representative sample of U.S.

Abstract This study suggests that the goal orientation of metaphoric claims impacts the effects of metaphors in ads. Drawing on regulatory focus and information processing theories, we tested the moderating role of the regulatory focus of ad messages on the persuasiveness of their metaphors. In Experiment 1, we found that promotion-focused (vs. prevention-focused) verbal messages in ads were more favorable

(2021). Charting the path forward for the International Journal of Advertising. International Journal of Advertising: Vol. 40, No. 2, pp. 145-147.

Abstract Program audience ratings are typically used as a reference in placing and pricing television advertisements. However, the discrepancy in audience size between a program and its commercials impairs the reliability of the program ratings. This study proposes a new metric, commercial audience retention (CAR), to measure a program’s capability of retaining its audience when a commercial break

Abstract The question of how to maintain allure and exclusivity while digitizing luxury brands is a pressing issue. A potential solution is to launch new retail formats that allow luxury shoppers to blur physical and digital (phygital) channels through mobile devices. Luxury shoppers, then, can use their newfound “powers” to fantasize and indulge in store atmospheres through mobile-mediated activities

Abstract Consumers often share their various brand experiences via Instagram, which has users that indirectly enjoy brand experiences from others. Along with this trend, luxury brands have started providing brand experiences through various cultural spaces, such as cafes, restaurants, and exhibitions, and consumers obtain their experiences in those cultural spaces using social media. Consumers experience

Abstract The digital revolution has transformed the communication landscape into a hybrid online-offline environment. Although increasing complexity does pose new challenges for practitioners and scholars, the literature also lacks theoretical and empirical analyses of managerial and organizational issues regarding online and offline integration within integrated marketing communication (IMC). This

Abstract Cause-related marketing (CRM) advertisements focus on promotional social cause (PSC) messages for a brand; however, recent social media-based CRM ads rely on partake-in-our-cause (PIOC) messages, which encourage consumer participation. This three-part study examined the identification of a boundary condition in message type effects and the underlying mechanisms of such effects in social network

(2021). Full disclosure: advertising is more than meets the eye. International Journal of Advertising: Vol. 40, Icoria Special Issue ; Guest editors: Sara Rosengren and Martin Eisend, pp. 1-4.

Abstract By employing a combination of the extended technology acceptance model and the technology-organization-environment framework, this study examines influential factors in the acceptance of digital advertising policy by Korean out of home (OOH) adverting firms undergoing digital transformation. To this end, by employing unique data from a national survey of 1,001 Korean OOH advertising firms

Abstract An experiment was conducted to examine the level of social presence and the mediating role of parasocial interaction in influencer marketing. In a simulated fitness influencer’s Instagram posts, social presence significantly predicts individuals’ purchase intent toward the brand featured in the posts as well as self-efficacy, working through parasocial interactions. Parasocial interaction

Abstract Brands have increasingly collaborated with influencers on their social advocacy efforts through social media influencer advertising. This study explores the effects of influencer identity and comment section in Instagram-based corporate social responsibility advertising within the context of Pride collection supporting the LGBTQ (lesbian, gay, bisexual, transgender, queer) community. Through

(2021). The power of advertising in society: does advertising help or hinder consumer well-being? International Journal of Advertising: Vol. 40, How Advertising Helps or Hinders Well-Being; Guest Editors: Marla Royne Stafford and Kathrynn Pounders, pp. 487-490.

Abstract Two experiments were conducted to explore the extent to which disclosing minimum required payment in a credit card company’s direct mail advertisements to college students influenced perceived trust and brand attitude in the target audience. In Experiment 1, we discovered that a more ethical 5% minimum payment requirement was perceived to be less ethical than both a 1% minimum payment requirement

Abstract With the rise of social media, social media influencers (SMIs) have steadily gained importance as brand endorsers by establishing strong parasocial relationships (PSRs) with their followers. These PSRs, however, have been neglected in previous experimental studies on SMIs because they used non-followers as their study participants. This paper, therefore, analyzes the impact of SMIs on their

Abstract Advertising is oft described as the art of capitalism. This indispensable form of communication, in all its Technicolor glory, has the power to shape culture, conscience and commerce. Therein lies the (potential) rub. Advertising promotes consumption as the solution to all of life’s problems. Consumers appear to benefit when conveyed information reduces ignorance and lowers transaction costs

Abstract Two experimental studies were carried out to investigate the effect of company size and cause proximity on consumer response to CSR initiatives. Findings from Study 1 demonstrated that, for a large company, the national cause led to more favourable attitudes toward the ad and the company, and a more socially responsible corporate image than the local cause. By comparison, for a small company

Abstract Many brands distribute promotional merchandise like branded pens, flash drives or mugs in the hopes that it will improve consumers’ reactions to the brand. Yet, consumers often use them purely incidentally, i.e. they casually use them and pay no attention to the brand, such as when borrowing a pen from a colleague. We query whether even such incidental use of promotional merchandise affects

Abstract This study adopts the consumer-centric perspective, through the lens of the consumer involvement theory and stakeholder theory, to examine the role of consumer involvement in shaping individuals’ attitudinal and behavioural responses toward Nike’s 30th Anniversary ad campaign featuring Colin Kaepernick. Specifically, a survey (N = 345) was conducted to examine how consumers’ cognitive and