Product placement attitudes have largely been assessed using college students or relatively
small samples. In addition, no systematic framework has been used to investigate the …

Over the years, the practice of placing branded products within films has gained popularity
worldwide. Concomitantly with its popularity have come increasing concerns over its effects …

In this study, we apply data mining tools to generate interesting patterns for predicting box
office performance of movies using data collected from multiple social media and web sources …

No previous study has yet quantitatively examined attitudes toward brand placement in multiple
media. A survey was conducted of 437 college students regarding their attitudes toward …

The past five years have seen a rapid growth of advertising on social media platforms (SMPs).
The current study adopts the consumer socialization framework to investigate predictors of …

A survey was conducted of 104 US advertising-agency media directors regarding current
practices in media-schedule evaluations—for both offline and online media—and the …

The current study tests two competing predictions of long-term adspend efficiency: the “overspending
perspective” predicts continued high inefficiency, while the “smart manager …

Although the role of creativity in influencing consumer responses is well explored in
research related to marketer-generated content, it has yet to be examined for consumer-generated …

Researchers have limited understanding about the antecedents and consequences of
intraorganizational conflict within advertising agencies. To remedy this, we surveyed directors of …

Two exploratory studies were conducted regarding the extent of and attitudes towards brands
in popular songs. A longitudinal analysis of 3476 top 10 songs from 1955 to 2002 reveals …