Social media have grown into a powerful marketing communications tool in the global
economy. Marketers dedicate their time and resources to build trust and rapport with consumers …

Both the advertising industry and academia have given increasing attention to the importance
of consumer relationship building on social networking sites. By surveying 400 brand …

Despite widespread theoretical and practical interest in advertising engagement, scholars
and practitioners share little consensus as to what it is and how it can be measured. Guided …

Media professionals and scholars have examined the influence of media context on advertising
effectiveness for more than 50 years, but clarity regarding media-context effects remains …

Participation in social media sites may be attractive to millions of users as it offers many
social and emotional rewards. However, relying on social media sites for relief from everyday …

The current study explored the personality dimensions of brands on Social Networking Sites
(SNSs) using a South Korean sample. Through a series of exploratory and confirmatory …

This study examines the characteristics of gay-themed ads, focusing on culturally meaningful
symbols or iconographies, in gay magazines (specifically Out and Curve). In recent years, …

… Second, this study built on and extended work by Kwon et al. (Citation2019). The findings
and the implications of this study are similar to Kwon et al. (Citation2019), but important …

… EunSook Kwon is a Professor and Director and has developed the curriculum of the Industrial
Design program at the University of Houston. She was selected twice in DesignIntelligence…

Purpose The authors aimed to examine the presence and character of inter- and intra-approaches
to replication studies published in five leading marketing journals (Journal of …