Advertising Archive

Abstract: Using an experimental tool that tracks the viewers’ real-time ad skipping behavior, the current research tested when and why a highly arousing emotional appeal ad that induces a set of […]

Jooyoung Uhm (Grady MA alum) and Jooyoung Kim. “Sexualized Images of Female Influencers in Instagram Advertising: Do They Work?” Presented at the American Academy of Advertising (AAA) Annual Conference, St. Petersburg, FL, March 24 – 27, […]

Jihoon Kim (Grady PhD alum), Sun Joo (Grace) Ahn, and Jooyoung Kim. “Virtual Reality Experience in Tourism Advertising: Roles of Immersion and Advertising Engagement.” Presented at the American Academy of Advertising (AAA) Annual Conference, […]

Jooyoung Kim (March 24). Advertising in the Metaverse. Panelist at the half-day American of Academy of Advertising pre-conference, which was designed and led by Sun Joo (Grace) Ahn.

Hye Jin Yoon, Yan Huang, and Mark Yi-Cheon Yim (2022), “Native advertising relevance effects and the moderating role of attitudes toward social networking sites,” Journal of Research in Interactive Marketing.  Abstract: […]

Abstract: The purpose of this paper is to examine how influencers’ visual content affects consumer attitudinal and behavioral responses to influencer advertising. The proposed model includes smile intensity of influencers […]

Abstract: The primary purpose of the current study is to examine the effects of sexualized images of influencers on the effectiveness of advertising regarding both cognitive and motivational processing. Overall, […]

Abstract: Consumers are increasingly in support of sustainable marketing and demarketing has received attention as a viable strategy in response to this growing sentiment. As only a few studies focused on testing […]

Abstract: Building favorable destination image and evoking positive feelings toward tourism ads are essential to the success of destination marketing in the competitive tourism business environment. The current study investigated […]