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How the Presence of Employee Avatars Affects Metaverse Shopping Behavior 员工头像的存在如何影响 Metaverse 购物行为
Journal of Advertising Research Pub Date : 2024-07-16 DOI: 10.2501/jar-2024-017
Darius‐Aurel Frank, Jason DiPalma, Sascha Steinmann, Tobias Otterbring
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引用次数: 0
Immersive Advertising through Co-Creation: Lessons from the Visitor Economy 通过共同创造实现沉浸式广告：游客经济的启示
Journal of Advertising Research Pub Date : 2024-07-16 DOI: 10.2501/jar-2024-019
Xi Y. Leung, Dimitrios Buhalis, G. Viglia
{"title":"Immersive Advertising through Co-Creation: Lessons from the Visitor Economy","authors":"Xi Y. Leung, Dimitrios Buhalis, G. Viglia","doi":"10.2501/jar-2024-019","DOIUrl":"https://doi.org/10.2501/jar-2024-019","url":null,"abstract":"","PeriodicalId":502525,"journal":{"name":"Journal of Advertising Research","volume":"70 13","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141643269","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Musical Manipulation of Visual Scenes In Video, Film, and TV Advertisements 视频、电影和电视广告中对视觉场景的音乐操纵
Journal of Advertising Research Pub Date : 2024-05-14 DOI: 10.2501/jar-2024-013
Sebastian Silas, David John Baker, Daniel Müllensiefen
{"title":"Musical Manipulation of Visual Scenes In Video, Film, and TV Advertisements","authors":"Sebastian Silas, David John Baker, Daniel Müllensiefen","doi":"10.2501/jar-2024-013","DOIUrl":"https://doi.org/10.2501/jar-2024-013","url":null,"abstract":"","PeriodicalId":502525,"journal":{"name":"Journal of Advertising Research","volume":"19 21","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140982327","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Searching for the Holy Grail of Sponsorship-Linked Marketing 寻找赞助关联营销的圣杯
Journal of Advertising Research Pub Date : 2024-05-14 DOI: 10.2501/jar-2024-012
Jonathan A. Jensen
{"title":"Searching for the Holy Grail of Sponsorship-Linked Marketing","authors":"Jonathan A. Jensen","doi":"10.2501/jar-2024-012","DOIUrl":"https://doi.org/10.2501/jar-2024-012","url":null,"abstract":"","PeriodicalId":502525,"journal":{"name":"Journal of Advertising Research","volume":"16 12","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140979417","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
How Virtual Reality Can Increase Effectiveness of Prosocial Advertising 虚拟现实如何提高亲社会广告的效果
Journal of Advertising Research Pub Date : 2024-04-23 DOI: 10.2501/jar-2024-011
Ou Li, Zhigeng Pan, Han Qiu, Da Qian
{"title":"How Virtual Reality Can Increase Effectiveness of Prosocial Advertising","authors":"Ou Li, Zhigeng Pan, Han Qiu, Da Qian","doi":"10.2501/jar-2024-011","DOIUrl":"https://doi.org/10.2501/jar-2024-011","url":null,"abstract":"","PeriodicalId":502525,"journal":{"name":"Journal of Advertising Research","volume":"32 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140667482","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Ignite the Scent: The Effectiveness of Implied Explosion in Perfume Ads 点燃香味：香水广告中暗示爆炸的效果
Journal of Advertising Research Pub Date : 2024-04-23 DOI: 10.2501/jar-2024-010
O. Droulers, Junwei (Jerry) Yu, S. Lacoste-Badie
{"title":"Ignite the Scent: The Effectiveness of Implied Explosion in Perfume Ads","authors":"O. Droulers, Junwei (Jerry) Yu, S. Lacoste-Badie","doi":"10.2501/jar-2024-010","DOIUrl":"https://doi.org/10.2501/jar-2024-010","url":null,"abstract":"","PeriodicalId":502525,"journal":{"name":"Journal of Advertising Research","volume":"37 7","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140667455","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
How to Use the Power of Advertising To Enhance Social Good 如何利用广告的力量促进社会公益
Journal of Advertising Research Pub Date : 2024-03-01 DOI: 10.2501/jar-2024-007
Marla B. Royne Stafford
{"title":"How to Use the Power of Advertising To Enhance Social Good","authors":"Marla B. Royne Stafford","doi":"10.2501/jar-2024-007","DOIUrl":"https://doi.org/10.2501/jar-2024-007","url":null,"abstract":"","PeriodicalId":502525,"journal":{"name":"Journal of Advertising Research","volume":"54 39","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140400354","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
How Charitable Appeals Shape Donors’ Donation Choices 慈善呼吁如何影响捐赠者的捐赠选择
Journal of Advertising Research Pub Date : 2024-01-25 DOI: 10.2501/jar-2024-002
Jihao Hu, Tongmao Li, Zhimin Zhou
{"title":"How Charitable Appeals Shape Donors’ Donation Choices","authors":"Jihao Hu, Tongmao Li, Zhimin Zhou","doi":"10.2501/jar-2024-002","DOIUrl":"https://doi.org/10.2501/jar-2024-002","url":null,"abstract":"","PeriodicalId":502525,"journal":{"name":"Journal of Advertising Research","volume":"25 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139596176","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
How Brand Managers Can Maximize Engagement with ASMR YouTube Content 品牌经理如何通过 ASMR YouTube 内容最大限度地提高参与度
Journal of Advertising Research Pub Date : 2023-11-23 DOI: 10.2501/jar-2023-026
Victoria Broadbridge, Federico Mangió, Giandomenico Di Domenico
{"title":"How Brand Managers Can Maximize Engagement with ASMR YouTube Content","authors":"Victoria Broadbridge, Federico Mangió, Giandomenico Di Domenico","doi":"10.2501/jar-2023-026","DOIUrl":"https://doi.org/10.2501/jar-2023-026","url":null,"abstract":"Autonomous sensory meridian response (ASMR)—a feeling of well-being combined with a tingling sensation in the scalp and down the back of the neck—has become increasingly popular on social media, leading researchers to investigate its potential for advertising. Although extant research has shed light on the characteristics of ASMR cues and of their receivers, it has tended to treat said cues as homogeneous and focused on outcomes that are largely outside the digital realm. Against these shortcomings, this article merges techniques from digital research and automated text analysis to explore how ASMR sources (i.e., branded, sponsored, and nonsponsored) shape users’ digital engagement with ASMR content on YouTube. In doing so, this study contributes to the burgeoning sensory marketing literature and provides actionable insights to marketers who want to enter the ASMR domain.","PeriodicalId":502525,"journal":{"name":"Journal of Advertising Research","volume":"160 ","pages":"313 - 334"},"PeriodicalIF":0.0,"publicationDate":"2023-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139244544","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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