Table of Contents

What We Know About Social-Media Marketing

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  The Impact of Airing Super Bowl Television Ads Early on Social MediaBenefits and Drivers of Watching, Liking, And Sharing Advertisements on Social Media

  Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, Danielle M. Walls

  Journal of Advertising Research Dec 2019, 59 (4) 391-401; DOI: 10.2501/JAR-2019-016
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  How Do Brands' Facebook Posts Induce Consumers' e-Word-of-Mouth Behavior?Informational versus Emotional Message Strategy: A Computational Analysis

  Taemin Kim, Hyejin Kim, Yunhwan Kim

  Journal of Advertising Research Dec 2019, 59 (4) 402-413; DOI: 10.2501/JAR-2019-027
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  Consumers' Responses to Facebook Advertising across PCs and Mobile PhonesA Model for Assessing the Drivers Of Approach and Avoidance of Facebook Ads

  Caroline Lancelot Miltgen, Anne-Sophie Cases, Cristel Antonia Russell

  Journal of Advertising Research Dec 2019, 59 (4) 414-432; DOI: 10.2501/JAR-2019-029
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  How Measuring Consumer Conversations Can Reveal Advertising Performance

  Brad Fay, Ed Keller, Rick Larkin

  Journal of Advertising Research Dec 2019, 59 (4) 433-439; DOI: 10.2501/JAR-2019-043
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  The Perceived Fit between Instagram Influencers and the Endorsed BrandHow Influencer–Brand Fit Affects Source Credibility and Persuasive Effectiveness

  Priska Linda Breves, Nicole Liebers, Marina Abt, Annika Kunze

  Journal of Advertising Research Dec 2019, 59 (4) 440-454; DOI: 10.2501/JAR-2019-030