Journal of Advertising Research: 57 (2)

01 June 2017; volume 57, issue 2

Editor's Desk

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What Do We Know about Word of Mouth?
Geoffrey Precourt

Journal of Advertising Research Jun 2017, 57 (2) 119-120; DOI: 10.2501/JAR-2017-018

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The Politics of Consumption And the Consumption of PoliticsHow Authoritarian Regimes Shape Public Opinion By Using Consumer Marketing Tools
Nicholas O'Shaughnessy

Journal of Advertising Research Jun 2017, 57 (2) 121-126; DOI: 10.2501/JAR-2017-019

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The Downside of Digital Word of Mouth And the Pursuit of Media QualityHow Social Sharing Is Disrupting Digital Advertising Models and Metrics
Gian M. Fulgoni, Andrew Lipsman

Journal of Advertising Research Jun 2017, 57 (2) 127-131; DOI: 10.2501/JAR-2017-020

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Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes OfflineVolume, Sentiment, Sharing, and Influence Metrics Yield Scant Online–Offline WOM Correlations
Brad Fay, Rick Larkin

Journal of Advertising Research Jun 2017, 57 (2) 132-143; DOI: 10.2501/JAR-2017-021
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The Impact of Word of Mouth via Twitter On Moviegoers' Decisions and Film RevenuesRevisiting Prospect Theory: How WOM about Movies Drives Loss-Aversion and Reference-Dependence Behaviors
Yeujun Yoon, Charin Polpanumas, Young Joon Park

Journal of Advertising Research Jun 2017, 57 (2) 144-158; DOI: 10.2501/JAR-2017-022
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Conditions in Prerelease Movie Trailers For Stimulating Positive Word of MouthA Conceptual Model Demonstrates the Importance Of Understanding as a Factor for Engagement
Chris Archer-Brown, Julia Kampani, Ben Marder, Anjali S. Bal, Jan Kietzmann

Journal of Advertising Research Jun 2017, 57 (2) 159-172; DOI: 10.2501/JAR-2017-023
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What Makes Online Promotional Games Go Viral?Comparing the Impact of Player Skills Versus Incentive Rewards on Game Recommendation
Damien Renard, Denis Darpy

Journal of Advertising Research Jun 2017, 57 (2) 173-181; DOI: 10.2501/JAR-2017-024

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What Survey Researchers Can Learn From the 2016 U.S. Pre-Election PollsHow to Fine-Tune Survey Methods And Restore Credibility
George Terhanian

Journal of Advertising Research Jun 2017, 57 (2) 182-189; DOI: 10.2501/JAR-2017-025
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Rethinking Short-Term Persuasion: A Proposed Approach for MarketersA Holistic Examination of Brand Incentives' Effectiveness to Drive Short-Term Sales
Carol Foley, David Kuhn, Elizabeth Harris

Journal of Advertising Research Jun 2017, 57 (2) 190-206; DOI: 10.2501/JAR-2017-026
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The Dilution Effects of Media Strategy On Brands' Copromotion EfficiencyIdentifying Best Practices For Copromotion Media Planning
Kyung-Ah Byun, Doori Song, Mikyoung Kim

Journal of Advertising Research Jun 2017, 57 (2) 207-226; DOI: 10.2501/JAR-2017-027
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The Emergence of Generation Z And Its Impact in AdvertisingLong-Term Implications For Media Planning and Creative Development
Duncan Southgate

Journal of Advertising Research Jun 2017, 57 (2) 227-235; DOI: 10.2501/JAR-2017-028