Journal of Interactive Advertising, Volume 20, Issue 2 (2020)

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Journal of Interactive Advertising, Volume 20, Issue 2 (2020)

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From the Guest Editors

Editorial
The Power of Social Media in Fashion Advertising
Shu-Chuan Chu & Yoo-Kyoung Seock
Pages: 93-94
Published online: 11 Aug 2020
CitationforThe Power of Social Media in Fashion Advertising | Full Text | PDF (313.4 KB) | EPUB
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Special Section: Interactive Advertising and Digital Communications in Fashion

Article
Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-Market Brands
Taeyeon Kim & Joe Phua
Pages: 95-110
Published online: 30 Mar 2020
AbstractforEffects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-Market Brands | Full Text | References | PDF (2.5 MB) | EPUB
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Article
Too Big to Sell? A Computational Analysis of Network and Content Characteristics among Mega and Micro Beauty and Fashion Social Media Influencers
Rebecca K. Britt, Jameson L. Hayes, Brian C. Britt & Haseon Park
Pages: 111-118
Published online: 22 Jun 2020
AbstractforToo Big to Sell? A Computational Analysis of Network and Content Characteristics among Mega and Micro Beauty and Fashion Social Media Influencers | Full Text | References | PDF (1 MB) | EPUB
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Article
Antecedents of Social Media–Induced Retail Commerce Activities: Impact of Brand–Consumer Relationships and Psychological Sense of Community
Jewon Lyu & Jihyun Kim
Pages: 119-132
Published online: 30 Jun 2020
AbstractforAntecedents of Social Media–Induced Retail Commerce Activities: Impact of Brand–Consumer Relationships and Psychological Sense of Community | Full Text | References | PDF (1.3 MB) | EPUB
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Regular Articles

Article
How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest
Shupei Yuan & Chen Lou
Pages: 133-147
Published online: 13 Jul 2020
AbstractforHow Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest | Full Text | References | PDF (1.4 MB) | EPUB
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Article
Alcohol Brands Being Socially Responsible on Social Media? When and How Warning Conspicuity and Warning Integration Decrease the Efficacy of Alcohol Brand Posts among Under-Drinking-Age Youth
Chen Lou & Saleem Alhabash
Pages: 148-163
Published online: 09 Jul 2020
AbstractforAlcohol Brands Being Socially Responsible on Social Media? When and How Warning Conspicuity and Warning Integration Decrease the Efficacy of Alcohol Brand Posts among Under-Drinking-Age Youth | Full Text | References | PDF (1.7 MB) | EPUB
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