Table of Contents

Articles

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  Tracking Back-Talk in Consumer-Generated AdvertisingAn Analysis of Two Interpretative Approaches

  Colin Campbell, Leyland F. Pitt, Michael Parent, Pierre Berthon

  Journal of Advertising Research Mar 2011, 51 (1) 224-238; DOI: 10.2501/JAR-51-1-224-238
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  Online Persuasion: How the Written Word Drives WOMEvidence from Consumer-Generated Product Reviews

  Jin Li, Lingjing Zhan

  Journal of Advertising Research Mar 2011, 51 (1) 239-257; DOI: 10.2501/JAR-51-1-239-257
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  Friends, Fans, and Followers: Do Ads Work on Social Networks?How Gender and Age Shape Receptivity

  David G. Taylor, Jeffrey E. Lewin, David Strutton

  Journal of Advertising Research Mar 2011, 51 (1) 258-275; DOI: 10.2501/JAR-51-1-258-275
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  Hulu.com or NBC? Streaming Video versus Traditional TVA Study of an Industry in Its Infancy

  Kelty Logan

  Journal of Advertising Research Mar 2011, 51 (1) 276-287; DOI: 10.2501/JAR-51-1-276-287
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  The appeal of Reality Television For Teen and Pre-Teen AudiencesThe Power of “Connectedness” And Psycho-Demographics

  Anthony Patino, Velitchka D. Kaltcheva, Michael F. Smith

  Journal of Advertising Research Mar 2011, 51 (1) 288-297; DOI: 10.2501/JAR-51-1-288-297
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  The Bluetooth Enigma: Practicalities Impair PotentialAwareness is High. Can Usage Be Higher?

  Antje Cockrill, Mark M. Goode, Amy White

  Journal of Advertising Research Mar 2011, 51 (1) 298-312; DOI: 10.2501/JAR-51-1-298-312
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  Following the Fashionable Friend: The Power of Social MediaWeighing Publicity Effectiveness of Blogs versus Online Magazines

  Jonas Colliander, Micael Dahlén

  Journal of Advertising Research Mar 2011, 51 (1) 313-320; DOI: 10.2501/JAR-51-1-313-320
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  Pitting the Mall Against the Internet In Advertising-Research CompletionInternet Panels Are More Popular. Are They More Effective?

  Thomas Maronick

  Journal of Advertising Research Mar 2011, 51 (1) 321-331; DOI: 10.2501/JAR-51-1-321-331