The increasing reliance on news articles and advertising to communicate cause-related marketing (CRM) initiatives highlights a critical gap in understanding their effects on brand equity, especially post-natural disasters. This study investigates the role of brand resonance as a mediator and...

Brewed in 50 countries and consumed in 150, Guinness Stout has become a global commodity. Although associated with Irish pubs and diasporic populations, it has also become popular in former British colonies of Africa and Southeast Asia. This article adopts a mobility studies perspective to show...

The Mexican beer industry in general, and advertising in particular, contained both international and national influences. The industry transitioned from significant inputs of capital, technology, and expertise by foreigners during the Porfiriato (1876-1911) to locals carrying out these...

We study the incentive of an ad-funded social media platform to curb the presence of unsafe content that entails reputational risk to advertisers. We identify conditions for the platform not to moderate unsafe content and demonstrate how the optimal moderation policy depends on the risk the...

Media content is an important privately supplied public good. While it has been shown that contributions to a public good crowd out other contributions in many cases, the issue has not been thoroughly studied for media markets yet. We show that in a standard model of commercial media bias,...

The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising campaign in social media. The economics and...

This paper aims to investigate the origins and outcomes of consumer desires in children, with a specific focus on the role of individual attributes (such as age, gender, and susceptibility to peer influence), desire traits (including content and intensity), exposure to social media ads, and...

Platform interoperability is considered a powerful tool to promote competition in digital markets when network effects are at play. We study the effect of interoperability on competition between two ad-financed platforms, allowing for endogenous multi-homing of consumers. When the platforms are...

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the advertising message centred around masculinity. This can...

This study examines how the COVID-19 pandemic affected the trends and theoretical development of advertising research. By using appropriate keywords, this research selected 210 articles from the Web of Science database. We applied bibliometric analysis techniques and employed the VOS viewer to...