Advances in Advertising Research (Vol. VII)

Chapter 1 Consumer Values as Mediators in Social Network Information Search

Chapter 2 Integration of Consumers into New Product Development by Social Media-Based Crowdsourcing – Findings from the Consumer Goods Industry in Germany

Chapter 3 The Relationship between Gratifications from Social Networking Site Use and Adolescents’ Brand Interactions

Chapter 4 Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms

Chapter 5 Communicating through Brand Websites to Create Unique Brands

Chapter 6 Gaining Attention Online: Do the Levels of Product Involvement and Website Interactivity Matter? An Eye-Tracking Approach

Chapter 7 Is Targeting Online Information Diffusers Based on Their Personality Traits and Influencer Types Misleading?

Chapter 8 The Effect of Online Customer Reviews’ Characteristics on Sales

Chapter 9 The Influence of Personal Data Usage on Mobile Apps

Chapter 10 The Effect of Eroticism in Couple Depictions in Advertisements on Brand Evaluations

Chapter 11 Model’s Age and Target’s Age: Effects on Emotions towards and Beliefs about an Ad

Chapter 12 Being Hooked by the Archetypal Characters in Drama TV Ads: A Structural Equation Modeling Approach

Chapter 13 The Moderating Role of Congruence between Humor and Fun Climate of the Company on the Effects of Humor in Internet Job Ads

Chapter 14 Put It on the Right Side: The Effect of Print Advertisement Location on Product Evaluation

Chapter 15 The Influence of Majority Agreements on Attitudes

Chapter 16 The Effects of Message Framing and Reference Points of Public Service Announcements on Bystander Intervention in College Students’ Binge-Drinking

Chapter 17 How Customers Engage with Brands: A New Framework

Chapter 18 Hofstede Cultural Framework and Advertising Research: An Assessment of the Literature

Chapter 19 The Effects of Different Ad Appeals in Non-Prescription Drug Advertising: A Cross-Cultural Investigation

Chapter 20 Examining the Mediating Role of Integrated Marketing Communication on the Relationship between Adhocracy Culture and Brand Advantage

Chapter 21 Profiling Lead Researchers in Advertising Research