Advertising & Public Relations Archive

Abstract: Research on the Proteus Effect suggests that embodying an avatar causes one to take on characteristics of that avatar, resulting in residual effects of the virtual experience that impact behavioral […]

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 […]

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 […]

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 […]

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 […]

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 […]

Abstract: This study examined the relationships between endorser type (celebrities, regular people, products only) on e-cigarette Instagram brand pages, identification, source credibility, attention to social comparison, health consciousness, and SNS […]

Abstract: consumers usually see cosmeceuticals (cosmetics+pharmaceuticals) as an ambiguous object and have ambivalent attitudes due to product benefits (positive) and potential side effects (negative), this study examines the interplay between […]