Journal of Interactive Advertising, Volume 23, Issue 2 (2023)

Browse this journal
Sample our Economics, Finance,Business & Industry journals, sign in here to start your access, latest two full volumes FREE to you for 14 days

Journal of Interactive Advertising, Volume 23, Issue 2 (2023)

See all volumes and issues
Vol 24, 2024 Volume 23, 2023 Vol 22, 2022 Vol 21, 2021 Vol 20, 2020 Vol 19, 2019 Vol 18, 2018 Vol 17, 2017 Vol 16, 2016 Vol 15, 2015 Vol 14, 2014 Vol 13, 2013 Vol 12, 2011-2012 Vol 11, 2010-2011 Vol 10, 2009-2010 Vol 9, 2008-2009 Vol 8, 2007-2008 Vol 7, 2006-2007 Vol 6, 2005-2006 Vol 5, 2004-2005 Vol 4, 2003-2004 Vol 3, 2002-2003 Vol 2, 2001-2002 Vol 1, 2000-2001
Download citations Download PDFs Download issue

Articles

Article
Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms
Eva A. Van Reijmersdal, Eline Brussee, Nathaniel Evans & Bartosz W. Wojdynski
Pages: 85-97
Published online: 05 Jan 2023
AbstractforDisclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms | Full Text | References | PDF (1.2 MB) | EPUB
  • 2244 Views
  • 1 CrossRef citations
  • 0Altmetric
Open Access
Article
The “Mixed” Reality of Virtual Brand Endorsers: Understanding the Effect of Brand Engagement and Social Cues on Technological Perceptions and Advertising Effectiveness
Jeongmin Ham, Sitan Li, Pratik Shah & Matthew S. Eastin
Pages: 98-113
Published online: 27 Mar 2023
AbstractforThe “Mixed” Reality of Virtual Brand Endorsers: Understanding the Effect of Brand Engagement and Social Cues on Technological Perceptions and Advertising Effectiveness | Full Text | References | PDF (1.5 MB) | EPUB
  • 2875 Views
  • 0 CrossRef citations
  • 0Altmetric
Article
Hedonic and Utilitarian Gratifications to the Use of TikTok by Generation Z and the Parasocial Relationships with Influencers as a Mediating Force to Purchase Intention
José A. Flecha-Ortiz, Vivian Feliberty-Lugo, Maria Santos-Corrada, Evelyn Lopez & Virgin Dones
Pages: 114-127
Published online: 17 May 2023
AbstractforHedonic and Utilitarian Gratifications to the Use of TikTok by Generation Z and the Parasocial Relationships with Influencers as a Mediating Force to Purchase Intention | Full Text | References | PDF (1.3 MB) | EPUB
  • 1995 Views
  • 0 CrossRef citations
  • 0Altmetric
Article
#Sponsored: Understanding the Boundary Conditions of Resistance Coping Activation in Influencer Advertising
Albena Pergelova & Alysha Hachey
Pages: 128-148
Published online: 27 Apr 2023
Abstractfor#Sponsored: Understanding the Boundary Conditions of Resistance Coping Activation in Influencer Advertising | Full Text | References | PDF (1.6 MB) | EPUB
  • 421 Views
  • 0 CrossRef citations
  • 0Altmetric
Article
Exploring the Effect of Synced Brand versus Competitor Brand on Brand Attitudes and Purchase Intentions
Garim Lee, Asma Sifaoui & Claire M. Segijn
Pages: 149-165
Published online: 02 May 2023
AbstractforExploring the Effect of Synced Brand versus Competitor Brand on Brand Attitudes and Purchase Intentions | Full Text | References | PDF (2.3 MB) | EPUB
  • 261 Views
  • 0 CrossRef citations
  • 0Altmetric
Article
Engaging in Dialogues: The Impact of Comment Valence and Influencer-Viewer Interaction on the Effectiveness of YouTube Influencer Marketing
Min Xiao
Pages: 166-186
Published online: 25 Jan 2023
AbstractforEngaging in Dialogues: The Impact of Comment Valence and Influencer-Viewer Interaction on the Effectiveness of YouTube Influencer Marketing | Full Text | References | PDF (2.1 MB) | EPUB
  • 865 Views
  • 1 CrossRef citations
  • 0Altmetric

Explore articles