Journal of Marketing Communications, Volume 30, Issue 1 (2024)

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Journal of Marketing Communications, Volume 30, Issue 1 (2024)

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Research Articles

Article
The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness
Shu-Chuan Chu, Tao Deng & Juan Mundel
Pages: 1-20
Published online: 28 Jul 2022
AbstractforThe impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness | Full Text | References | PDF (559.2 KB) | EPUB
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Article
Impact of COVID-19 on TV advertisements: informational, transformational & narrative analyses of post-COVID-19 TV advertisements
Daneshwar Sharma & Rahul Meena
Pages: 21-48
Published online: 20 Jul 2022
AbstractforImpact of COVID-19 on TV advertisements: informational, transformational & narrative analyses of post-COVID-19 TV advertisements | Full Text | References | PDF (650.1 KB) | EPUB
  • 617 Views
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Article
My good old days versus those good old days: moderating effects of power distance belief and product social visibility
Bing Shi, Junjie Wang, Jiaming Shi, Chunyu Tan & Tingyun Hu
Pages: 49-73
Published online: 19 Jul 2022
AbstractforMy good old days versus those good old days: moderating effects of power distance belief and product social visibility | Full Text | References | PDF (4.4 MB) | EPUB
  • 289 Views
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Article
Multicultural advertising: Impact of consumers’ need to belong and brand use on self-brand connection and communal-brand connection
Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi & Miguel Ángel Zúñiga
Pages: 74-101
Published online: 24 Aug 2022
AbstractforMulticultural advertising: Impact of consumers’ need to belong and brand use on self-brand connection and communal-brand connection | Full Text | References | PDF (4.8 MB) | EPUB
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Article
Inclusive advertising through the soundtrack: Insights from people with tinnitus
Manuel Palencia-Lefler
Pages: 102-122
Published online: 22 Jul 2022
AbstractforInclusive advertising through the soundtrack: Insights from people with tinnitus | Full Text | References | PDF (4.2 MB) | EPUB
  • 340 Views
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Article
How legitimate are corporate social advocacy campaigns? An examination of the role of legitimacy in stakeholder perceptions of CSA
Xiaochen Angela Zhang & Jonathan Borden
Pages: 123-147
Published online: 11 Aug 2022
AbstractforHow legitimate are corporate social advocacy campaigns? An examination of the role of legitimacy in stakeholder perceptions of CSA | Full Text | References | PDF (403.5 KB) | EPUB
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