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A New Take on Digital Advertising Jay Hamilton

Abstract: Digital advertising has catalyzed sea changes in the structure and practice of advertising globally, and will continue to do so for the foreseeable future. This article suggests that such changes have outstripped the existing ability to understand and explain these changes adequately. In response, this article seeks to enlarge an understanding of digital advertising, […]

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Towards an understanding of social media literacy Jessica Maddox

Abstract: On October 31, 2016, a bit of copy/paste began spreading around Facebook, encouraging people to “check-in” to the Standing Rock Indian Reservation in Canon Ball, North Dakota, even if they weren’t physically at the site. The goal? Help confused police combatting protestors of the Dakota Access Pipeline. Ultimately, the post was debunked as fake, […]

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Using virtual reality to tell brand stories Sun Joo (Grace) Ahn

Abstract: This proposed special session aims to discuss the state of the art in using virtual environment technologies to tell compelling brand stories and explore how these developments impact how consumers produce and consume information. The session will combine up-to-date findings from academic researchers on virtual worlds with action plans and visions for the future presented by […]

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The Effect of Brand-issue Fit on a Corporate Health-promotion Campaign Jooyoung Kim

Abstract: This study investigated the effect of perceived brand-issue fit on consumer responses to a health-promotion campaign, and advertising message strategy effects (elaborational vs. relational) on consumer responses under high and low brand-issue fit conditions. Results indicated that a campaign with high brand-issue fit, compared to a campaign with low brand-issue fit, elicited more favorable […]

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The Effects of CEOs’ Self-Disclosure on Consumer-Brand Relationships Taeyeon Kim

Abstract : This study examined the effects of a chief executive officers’ (CEO) self-disclosure on consumer-brand relationships and the moderating role of brand relationship norms. To test the proposed hypotheses, a 2 (the level ofCEOs’ self-disclosure: high versus low self-disclosure) × 2 (the types of brand relationship norms: exchange relationship versus communal relationship) factorial design […]

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The Role of Matching Construal Level and Social Distance in Young Drivers’ Changes of Attitude and Behavior toward Texting While Driving Dong Jae (Jay) Lim and Jhih-Syuan (Elaine) Lin

Abstract: This study examines message strategies of PSAs that can effectively discourage young adults from texting while driving. We test the effect of matching young adults’ perceived social distance and construal levels in processing PSAs on perceived threat, attitude toward texting while driving, and intentions to engage in preventive behavior. The study reveals significant persuasive […]

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Why Do Consumers Use Branded Mobile Apps? Jihoon (Jay) Kim and Joe Phua

Abstract: Applying Technology Acceptance Model (TAM), this study examined motivations for consumers’ use of mobile apps, and concerns arising from their actual usage. A proposed model, tested using structural equation modeling with a convenience sample of 386 mobile app users, consisted of five types of motivations (i.e., usefulness, convenience, personalization, innovativeness, and social influence) and […]

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