Video content has become a major component of total internet traffic. Growing bandwidth
and computational power conspire with an increasing number of video editing tools …

In this research, we investigate the relationship between television advertising and online
word-of-mouth (WOM) by examining the joint consumption of television programming and …

Television viewers are increasingly engaging in media-multitasking while watching
programming. One prevalent multiscreen activity is the simultaneous consumption of …

Despite the vast literature on celebrity endorsements in advertising, research to date has not
assessed whether and how celebrity-brand associations created via traditional …

Quality of answers in health-related community-based question answering (HCQA) forums
has been a concern for both users and forum administrators. We conducted a two-phase …

Research on product placement, the integration of brands/products within entertainment
content, has flourished over the past three decades, culminating in several review articles …

Consumers who are uninterested in or annoyed by a TV ad may avoid the ad, limiting the
effectiveness of not only the ad but also the remaining commercial break. Active avoidance …

Existing research on advertising structures in a supply chain has mainly been conducted
with symmetric quality information and the interaction between quality information disclosure …

Advertisers are growing increasingly concerned about the ease with which traditional
television advertising can be avoided. Product placement activities, where brands are …

Advertisers are increasing their spending on product placements in TV programs, often with
other integrated marketing communications (IMC) elements. This study uses 12 versions of …