Advertising has rapidly evolved in recent years, with a significant increase in the use of
artificial intelligence (AI) and its applications. While AI advertising literature dates to the …

Abstract The Journal of the Academy of Marketing Science (JAMS) is completing 50 years of
publication in 2022. This paper attempts to pay homage to this milestone, demonstrating that …

Artificial intelligence (AI) has become a disruptive force that has revolutionized industries
and changed business practices. The integration of AI has brought numerous benefits to …

Programmatic advertising is a nascent and rapidly growing information technology
phenomenon that reacts to, and impacts upon, consumers and their behavior. Despite its …

Food delivery apps (FDAs) are popular sales platforms, and many restaurants rely on
multiple FDAs. Adding more FDAs represents a novel type of channel expansion (ie …

Scholars and practitioners widely argue that strong, successful brands are built on
consistent and unique positioning, which should be reflected in the brands' advertising …

Although social media ads are the preferred advertising format for entrepreneurs, the
literature has paid little attention to this advertising form in the startup context. In …

This paper proposes a model that measures the impact of advertising on users' perceptions
when using a smartwatch. One of its main contributions is to analyze the moderating effects …

To increase brand awareness, there is no doubt that advertisement can pave the path. This
is due mainly to its impact on buyers' decisions and is regarded as advertisement …

This paper examines the effect of second screening, the common practice of using another
digital device while watching a television show, on repeat show viewing. We leveraged …