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Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers Bartosz Wojdynski

Abstract: Given the increasing number of personalized ads and the prevalence of media multitasking, understanding the impact of online privacy concern on ad outcomes is important. However, the interaction effects between […]

Increasing the Efficacy of Emotional Appeal Ads on Online Video Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior Hye Jin Yoon

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 […]

Sexualized Images of Female Influencers in Instagram Advertising: Do They Work?

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, […]

Virtual Reality Experience in Tourism Advertising: Roles of Immersion and Advertising Engagement Sun Joo (Grace) Ahn and Jooyoung Kim

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, […]

Advertising in the Metaverse Jooyoung Kim and Sun Joo (Grace) Ahn

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.

Native advertising relevance effects and the moderating role of attitudes toward social networking sites Hye Jin Yoon

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: […]

Influencers’ smiles work regardless of product and message Glenna Read

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 […]

Sexualized Images of Female Influencers in Instagram Advertising: Do They Work? Jihoon (Jay) Kim

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, […]

Decoding Demarketing Advertising: The Role of Company Mission Commitment and Credibility on Demarketing Efforts Shuoya Sun and Hye Jin Yoon

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 […]

Virtual Reality Experience in Tourism Advertising: Roles of Immersion and Advertising Engagement Sun Joo (Grace) Ahn and Jihoon (Jay) Kim

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 […]

Focus: Advertising