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International Journal of Advertising
Papers 1342
1 page of 135 pages (1,342 results)
Published on Jul 15, 2019in International Journal of Advertising 2.23
Young-A Song , So Young Lee (University of Texas at Austin), Yoojung Kim2
Estimated H-index: 2
(Konkuk University)
AbstractThis study examines whether and how consumers with different mindsets (i.e. fixed versus growth) have different motives for and patterns of using Instagram. The findings indicate that growt...
Published on Jan 19, 2019in International Journal of Advertising 2.23
Jooyoung Kim19
Estimated H-index: 19
(UGA: University of Georgia),
Dongwon Choi1
Estimated H-index: 1
(Kookmin University),
Hanyoung Kim1
Estimated H-index: 1
(UGA: University of Georgia)
AbstractDespite high interest in native advertising, the definition and effectiveness of native advertising remain subjects of debate. To address this problem, we explored the nature of perceived advertising nativeness as experienced by media users, developed a scale to measure this perception, and examined how it influenced advertising outcomes. Using survey data about 32 ad stimuli from three studies, we examined the nature and role of perceived advertising nativeness. The 6-item ad nativeness...
Published on Jul 8, 2019in International Journal of Advertising 2.23
Yoonjae Nam11
Estimated H-index: 11
(Kyung Hee University),
Soon Hee Lee7
Estimated H-index: 7
(Hanyang University),
Jong Woo Jun1
Estimated H-index: 1
(DU: Dankook University)
AbstractThe purpose of this study is to examine the effectiveness on Korean consumers of pre-roll advertising via video on demand (VOD) in Internet Protocol television (IPTV) and mobile TV, and to ...
Jungyong Ahn (KU: Korea University), Ahyeon Kim (KU: Korea University), Yongjun Sung23
Estimated H-index: 23
(KU: Korea University)
AbstractWhile previous co-branding research sheds light on the effects of perceived fit between partner brands, the findings have been limited to only two types of perceived fit: product category a...
Wonsun Shin9
Estimated H-index: 9
(University of Melbourne),
May O. Lwin22
Estimated H-index: 22
(NTU: Nanyang Technological University)
+ -3 AuthorsKalya M. Kee (NUS: National University of Singapore)
Ines Spielvogel2
Estimated H-index: 2
(University of Vienna),
Brigitte Naderer6
Estimated H-index: 6
(University of Vienna),
Jörg Matthes27
Estimated H-index: 27
(University of Vienna)
Marc G. Weinberger19
Estimated H-index: 19
(UMass: University of Massachusetts Amherst),
Charles S. Gulas11
Estimated H-index: 11
(Wright State University)
AbstractThis paper provides an overview of the complexity of humour. It also provides an introduction to the Special Issue on the use of humour in advertising.
Marc G. Weinberger (UMass: University of Massachusetts Amherst), Charles S. Gulas11
Estimated H-index: 11
(Wright State University)
AbstractThe use of humour in advertising is widespread and research about it has grown rapidly. There are now at least 250 academic works devoted to advertising humour with over 150 articles, disse...