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Advances in Advertising Research IX

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Cover of 'Advances in Advertising Research IX'

Table of Contents

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    Book Overview
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    Chapter 1 Emotion in a 360-Degree vs. Traditional Format Through EDA, EEG and Facial Expressions
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    Chapter 2 “Fool’s Gold”: Linking Materialism to Persuasion Knowledge Activation and Susceptibility to Embedded Advertising
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    Chapter 3 The Role of Big Data in Programmatic TV Advertising
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    Chapter 4 Me, Myself or the Blogger? How to Use Instagram as a Content Platform to Promote Products from the Company’s Perspective
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    Chapter 5 The Effects of Engaging with Content Marketing on Business Outcomes for B2B Service Providers
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    Chapter 6 Advertising Effects of In-Game-Advertising vs. In-App-Advertising
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    Chapter 7 The Effectiveness of In-Game Advertising: Examining the Influence of Ad Format
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    Chapter 8 Keeping It Real: Applying Realistic Periods of Gameplay to the Study of Recall and Recognition of In-Game Advertising in a Console Video Game
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    Chapter 9 How Accent and Pitch Affect Persuasiveness in Radio Advertising
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    Chapter 10 Less is More or Less is A Bore?
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    Chapter 11 The Positive Effect of Green versus Conventional Brand Placement: The Roles of Brand Warmth and Persuasion Knowledge
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    Chapter 12 Advertising Effects of Religious Stereotypes: The Moderating Influence of Context News Valence
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    Chapter 13 Beyond Demographics: Enhancing Media Planning with Emotional Variables
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    Chapter 14 Superiority Theory and Disparagement Humor: The Role of Gelotophobia, Gelotophilia, and Katagelasticism
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    Chapter 15 How Can Entertainment Fight Childhood Obesity? A Study Using Nutriventures Series
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    Chapter 16 Consumer Responses to Corporate Social Responsibility Communication in Hong Kong
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    Chapter 17 Emotional Claims in CSR Tweets: The Moderating Role of CSR Message Fit
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    Chapter 18 “For Risks and Side Effects, Ask Your Doctor or Pharmacist.” Cross-Cultural Consumer Responses to Pharmaceutical Advertising Regulation – Evidence from Brazil, Germany and the US
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    Chapter 19 Increasing Brand Experiences and Word of Mouth in Experiential Retailing - A Cross-Cultural Perspective
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    Chapter 20 Now and Wow! How Temporal Characteristics Affect the Word of Mouth of Topical Advertising
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    Chapter 21 When Do We Trust Online Reviews by Similar vs. Dissimilar Users? An Application of Construal Level Theory
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    Chapter 22 The Embodied Retail Consumer: Physical Effort in Shopping-Related Tasks and its Impact on Reactions to Messages
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    Chapter 23 The Impact of Social Exclusion and Permeability on Consumers’ Responses towards Advertising
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    Chapter 24 The Moderating Role of Mood in Consumer Response to Scent Cues in Advertising
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    Chapter 25 The Effects of Acculturation to Global Consumer Culture on Impulsive Buying and Attitudes Towards Advertising in General
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Title
Advances in Advertising Research IX
Published by
Springer Fachmedien Wiesbaden, July 2018
DOI 10.1007/978-3-658-22681-7
ISBNs
978-3-65-822680-0, 978-3-65-822681-7
Editors

Cauberghe, Verolien, Hudders, Liselot, Eisend, Martin

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X Demographics

The data shown below were collected from the profiles of 4 X users who shared this research output. Click here to find out more about how the information was compiled.
Mendeley readers

Mendeley readers

The data shown below were compiled from readership statistics for 23 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 23 100%

Demographic breakdown

Readers by professional status Count As %
Student > Ph. D. Student 8 35%
Student > Bachelor 3 13%
Student > Doctoral Student 2 9%
Student > Master 2 9%
Other 1 4%
Other 1 4%
Unknown 6 26%
Readers by discipline Count As %
Business, Management and Accounting 8 35%
Social Sciences 2 9%
Arts and Humanities 1 4%
Economics, Econometrics and Finance 1 4%
Computer Science 1 4%
Other 2 9%
Unknown 8 35%