Advertising & Public Relations Archive
Teaching Leadership in a Management Course: Using Q Methodology to Engage Students in Theory Building
Abstract: Teaching leadership within the parameters of a management course can be a daunting task. It is imperative for students to have an understanding of the perceived differences in leadership […]
Sport Team-Endorsed Brands on Facebook: Effects of Game Outcome (Win/Loss), Location (Home/Away) and Team Identification on Fans’ Brand Evaluations
Abstract: Purpose – Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location […]
Exploring the Effects of Ad-Task Relevance and Ad Salience on Ad Avoidance: The Moderating Role of Internet Use Motivation
Abstract: This study explores the effects of ad-task relevance and ad salience on ad avoidance. Through structural equation modeling (N = 555), significant effects of ad-task relevance and ad salience […]
How Financial Crisis History Informs Ethical Corporate Communication: Insights from Corporate Communication Leaders
Abstract: This study explored how financial crisis history can inform corporate crisis communication practice across industries and over time. Thirty-eight interviews with chief communications officers (CCOs) and their counselors were […]
Maximizing the potential of millennial communication professionals in the workplace: A talent management approach in the field of strategic communication
Abstract: Although millennials have been extensively examined in the popular and academic literature, there have not been sufficient studies in strategic communication that help us fully understand this unique and […]
Mobile Corporate Social Responsibility (mCSR): Examining Publics’ Responses to CSR-Based Initiatives in Natural Disasters
Abstract: As social media use on mobile devices has been integrated in people’s daily lives, corporations began to target the publics on corporate social responsibility (CSR) activities on mobile devices. […]
How Financial Crisis History Informs Ethical Corporate Communication: Insights from Corporate Communication Leaders
Abstract: This study explored how financial crisis history can inform corporate crisis communication practice across industries and over time. Thirty-eight interviews with chief communications officers (CCOs) and their counselors were […]
Marketing a health brand on Facebook: Effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention
Abstract: This study examined effects of Facebook reaction icons and user comments on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand, as well as […]
Viral Video Ads: Emotional Triggers and Social Media Virality
Abstract: Previous studies have found that emotional arousal and emotional valence are important for video ads to be shared. As marketers are exploring new strategies to increase their viral effectiveness […]
Advertising Nativeness as a Function of Content and Design Congruence
Abstract: Despite 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 […]