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Volume 11, Issue 2

Journal of Interactive Advertising

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Journal of Interactive Advertising, Volume 11, Issue 2 (2011)

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Journal of Interactive Advertising, Volume 11, Issue 2 (2011)

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Original Articles

Article

Spreading the Virus

Emotional Tone of Viral Advertising and Its Effect on Forwarding Intentions and Attitudes

Petya Eckler & Paul Bolls

Pages: 1-11

Published online: 01 Jul 2013

AbstractforSpreading the Virus | Full Text | References | PDF (152.4 KB)

6881 Views
207 CrossRef citations
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Article

A Content Analysis of Registration Processes on Websites

How Advertisers Gather Information to Customize Marketing Communications

Jan Ahrens & James R. Coyle

Pages: 12-26

Published online: 01 Jul 2013

AbstractforA Content Analysis of Registration Processes on Websites | Full Text | References | PDF (173.9 KB)

308 Views
7 CrossRef citations
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Article

Effects of Strength of Ethnic Identity and Product Presenter Race on Black Consumer Attitudes

A Multiple-Group Model Approach

Troy Elias, Osei Appiah & Li Gong

Pages: 13-29

Published online: 01 Jul 2013

AbstractforEffects of Strength of Ethnic Identity and Product Presenter Race on Black Consumer Attitudes | Full Text | References | PDF (260.8 KB)

551 Views
21 CrossRef citations
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Article

Will Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women

Karen L. Mallia & Kasey Windels

Pages: 30-44

Published online: 01 Jul 2013

AbstractforWill Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women | Full Text | References | PDF (167.2 KB)

1327 Views
31 CrossRef citations
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Article

Adoption Intentions Toward Interactive Digital Television Among Advertising Professionals

Verolien Cauberghe & Patrick De Pelsmacker

Pages: 45-59

Published online: 01 Jul 2013

AbstractforAdoption Intentions Toward Interactive Digital Television Among Advertising Professionals | Full Text | References | PDF (211.5 KB)

203 Views
10 CrossRef citations
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Perspective

Article

Biometric Measures for Interactive Advertising Research

Rafal Ohme, Michal Matukin & Beata Pacula-Lesniak

Pages: 60-72

Published online: 01 Jul 2013

AbstractforBiometric Measures for Interactive Advertising Research | Full Text | References | PDF (158.5 KB)

1250 Views
73 CrossRef citations
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Journal of Interactive Advertising (Vol.11, Iss.2, 2011)

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