Damien Renard and Denis Darpy, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 173-181
To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.
Cristel Antonia Russell, Dale Russell, Andrea Morales and Jean-Marc Lehu, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 38-52
These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.
Evan Neufeld, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 109-117
This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.
Andrew T. Stephen, Michael R. Sciandra, and J. Jeffrey Inman, ARF Experiential Learning, ARF Annual Conference 2017
This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.
Davit Davtyan, Kristin Stewart and Isabella Cunningham, Journal of Advertising Research, Vol. 56, No. 3, 2016, pp. 299-310
Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.
George D. Deitz, Marla B. Royne, Michael C. Peasley and Jianping "Coco" Huang, Journal of Advertising Research, Vol. 56, No. 2, 2016, pp. 217-227
Existing research suggests that when assessing consumer responses to advertising, neuroscience and physiological measurements offer more objectivity than traditional self-report measures and, hence, may be more predictive of audience response.
Yoram (Jerry) Wind and Catherine Findiesen Hays, Journal of Advertising Research, Vol. 56, No. 2, 2016, pp. 142-158
This article describes the potential within the near future of advertising and explores a new model — the "All Touch Value Creation Model" (ATVC) — capable of dealing with the obstacles facing the industry.
Bruno Schivinski, George Christodoulides and Dariusz Dabrowski, Journal of Advertising Research, Vol. 56, No. 1, 2016, pp. 64-80
The purpose of the current study was to develop a scale to measure the consumer's engagement with brand-related social-media content, based on three dimensions established in the framework of an earlier theoretical construct, "Consumer's Online Brand-Related Activities" (Muntinga, Moorman, and Smit, 2011).