Advertising & Public Relations Archive

Abstract: Applying uses and gratifications theory (UGT), this study examined consumers’ use of one of four social networking sites (SNSs): Facebook, Twitter, Instagram, or Snapchat, for following brands, and their […]

Purpose – The authors aimed to examine the presence and character of inter- and intra-approaches to replication studies published in five leading marketing journals (Journal of Marketing, Journal of Marketing […]

Abstract: Self-endorsed advertisements (SEAs) are a novel form of digital advertisements, wherein a virtual self that looks like oneself in a digital advertisement persuades the physical self. Study 1 (N […]

Abstract: This study explored how social media, especially Twitter, serves as a viable place for communicating about cancer. Using a 2-step analytic method that combined social network analysis and computer-aided […]

Abstract: With a focus on the nature and dynamic process of social interactions among breast cancer patients, this study argues that the notion of opinion leaders can be another crucial […]

Abstract: I argue that a constellation of activities–among them: technological innovation; the emergence of a thriving adtech industry; and increase in behavioral targeting to facilitate monetization of the Internet; and […]

Abstract: Recent years have seen changes to the video game industry and the image of video game players. There are more games on the market and larger variety of ways […]