As digital and social media continue to grow in terms of usage and advertising expenditures,
the advertising industry has been forced to develop innovative strategies. One such strategy …

The advertising agency environment is changing and requires agencies to deal with many
communications opportunities in emerging platforms. Many concepts from IMC (eg, the …

Businesses are increasingly delegating activities in the advertising process to dominant
online advertising platforms. This delegation yields the ad platforms tremendous power, akin …

The hypervideo is a selective, user-to-document, and externalexploratory interactive artefact
characterised by a video backbone and clickable areas within that allow access to the …

Legal cannabis presents a new marketing opportunity for professionals in the
interconnected fields of advertising, public relations, brand management, and retail. This …

Modern publishing businesses need a complex roadmap for developing print and digital
directions, and lack of the strategy for media means overload with unnecessary current …

This study examines the influence of credibility aspects, mainly social media influencers'
attractiveness, trustworthiness, and expertise, and how they affect consumers' purchasing …

The goal of this chapter is to document the role of caregiving for older family members over
the past 130+ years, to explore how changes in communication technologies have impacted …

This chapter reviews literature that appeared in the primary advertising research journals
during the 15-year period from 2002–2017. Several articles early in the study period …

[EMBARGOED UNTIL 5/31/2023] Message source effects on persuasion of target audiences
have been examined for decades by scholars in advertising, consumer behavior …