Journal of Current Issues and Research In Advertising
Scope & Guideline
Navigating the evolving landscape of advertising research.
Introduction
Aims and Scopes
- Integration of Technology in Advertising:
The journal emphasizes studies on the integration of technology, such as AI and computational methods, in advertising strategies and practices, exploring how these advancements reshape consumer engagement and brand communication. - Influencer Marketing Dynamics:
A significant focus is on influencer marketing, examining the roles of different types of influencers, their impact on consumer perceptions, and the effectiveness of various engagement strategies across social media platforms. - Sustainability and Corporate Social Responsibility (CSR):
Research on sustainability and CSR is prevalent, analyzing how brands communicate their eco-friendly initiatives and the impact of these messages on consumer attitudes and behaviors. - Consumer Behavior and Psychological Insights:
The journal highlights the importance of understanding consumer psychology, including factors like sentiment analysis, emotional responses to advertising, and the effects of social identity on advertising effectiveness. - Diversity and Inclusion in Advertising:
There is a growing attention to diversity and inclusion, focusing on how different demographic groups perceive advertising messages and how brands can authentically represent varied identities. - Crisis Management in Advertising:
The journal explores strategies for managing advertising during crises, analyzing consumer responses to brand communications in the face of societal challenges, such as the COVID-19 pandemic.
Trending and Emerging
- AI and Computational Advertising:
There is a rising interest in AI-driven advertising strategies, with research exploring how artificial intelligence can enhance targeting, personalization, and creative processes in advertising. - Social Media and Meme Marketing:
The exploration of social media dynamics, particularly through meme marketing, has become more prominent, highlighting how brands leverage viral content to engage younger audiences. - Consumer Activism and Brand Purpose:
Research on consumer activism and the importance of brand purpose is trending, as consumers increasingly seek alignment between their values and the brands they support. - Psychological Impact of Advertising:
Emerging studies focus on the psychological effects of advertising on consumers, including how emotional and cognitive responses influence brand perception and purchasing behavior. - Health and Wellness Messaging:
There is a notable increase in research addressing health and wellness messaging, particularly in the context of public health campaigns and their effectiveness during crises like the COVID-19 pandemic. - Diversity and Representation in Advertising:
An increasing emphasis on diversity and representation in advertising messages is evident, with studies examining how brands authentically engage with diverse audiences.
Declining or Waning
- Traditional Advertising Methods:
There is a noticeable decrease in studies focusing solely on traditional advertising methods, such as print and TV commercials, as the emphasis shifts towards digital and interactive advertising strategies. - Static Brand Messaging:
Research on static brand messaging that lacks engagement or interaction has diminished, as the industry increasingly values dynamic and responsive communication tactics that resonate with consumers. - Celebrity Endorsements without Contextual Relevance:
Papers exploring celebrity endorsements without considering the contextual relevance or authenticity of the endorsement are less frequent, reflecting a growing skepticism towards superficial celebrity influence. - Generalized Demographic Studies:
There is a waning interest in broad demographic studies that do not account for specific cultural or identity factors, as more nuanced and intersectional approaches to advertising research gain traction.
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