TOC: J Adv Res


Journal of Advertising Research, 57(2)

Editor’s Desk: What Do We Know about Word of Mouth?
Geoffrey Precourt [Publisher] [Google Scholar]

Speaker’s Box: The Politics of Consumption And the Consumption of Politics – How Authoritarian Regimes Shape Public Opinion By Using Consumer Marketing Tools
Nicholas O’Shaughnessy [Publisher] [Google Scholar]

Numbers, Please: The Downside of Digital Word of Mouth And the Pursuit of Media Quality – How Social Sharing Is Disrupting Digital Advertising Models and Metrics
Gian M. Fulgoni and Andrew Lipsman [Publisher] [Google Scholar]

What We Know about Word of Mouth

Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline – Volume, Sentiment, Sharing, and Influence Metrics Yield Scant Online–Offline WOM Correlations
Brad Fay and Rick Larkin [Publisher] [Google Scholar]

The Impact of Word of Mouth via Twitter On Moviegoers’ Decisions and Film Revenues – Revisiting Prospect Theory: How WOM about Movies Drives Loss-Aversion and Reference-Dependence Behaviors
Yeujun Yoon, Charin Polpanumas and Young Joon Park [Publisher] [Google Scholar]

Conditions in Prerelease Movie Trailers For Stimulating Positive Word of Mouth – A Conceptual Model Demonstrates the Importance Of Understanding as a Factor for Engagement
Chris Archer-Brown, Julia Kampani, Ben Marder, Anjali S. Bal and Jan Kietzmann [Publisher] [Google Scholar]

What Makes Online Promotional Games Go Viral? Comparing the Impact of Player Skills Versus Incentive Rewards on Game Recommendation
Damien Renard and Denis Darpy [Publisher] [Google Scholar]


What Survey Researchers Can Learn From the 2016 U.S. Pre-Election Polls – How to Fine-Tune Survey Methods And Restore Credibility
George Terhanian [Publisher] [Google Scholar]

Rethinking Short-Term Persuasion: A Proposed Approach for Marketers – A Holistic Examination of Brand Incentives’ Effectiveness to Drive Short-Term Sales
Carol Foley, David Kuhn and Elizabeth Harris [Publisher] [Google Scholar]

The Dilution Effects of Media Strategy On Brands’ Copromotion Efficiency – Identifying Best Practices For Copromotion Media Planning
Kyung-Ah Byun, Doori Song and Mikyoung Kim [Publisher] [Google Scholar]

The Emergence of Generation Z And Its Impact in Advertising – Long-Term Implications For Media Planning and Creative Development
Duncan Southgate [Publisher] [Google Scholar]