JOURNAL OF ADVERTISING RESEARCH The Future of Marketing … · 2015. 12. 14. · March 2011 Volume...
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March 2011 Volume 51, No. 1 The Future of Marketing Research Editorial: The Future of Marketing Research Geoffrey Precourt Guest Editorial: The Shape of Marketing Research in 2021 Anca Cristina Micu, Kim Dedeker, Ian Lewis, Robert Moran, Oded Netzer, Joseph Plummer, and Joel Rubinson Commentary: Evidence Proves The Future Is Now—Why Great Creative Needs Great Research Eileen Campbell Tracking Back-Talk in Consumer-Generated Advertising: An Analysis of Two Interpretative Approaches Colin Campbell, Leyland F. Pitt, Michael Parent, and Pierre Berthon Online Persuasion: How the Written Word Drives WOM—Evidence from Consumer-Generated Product Reviews Jin Li and Lingjing Zhan Friends, Fans, and Followers: Do Ads Work on Social Networks? How Gender and Age Shape Receptivity David G. Taylor, Jeffrey E. Lewin, and David Strutton Hulu.com or NBC? Streaming Video versus Traditional TV: A Study of an Industry in its Infancy Kelty Logan The Appeal of Reality Television for Teen and Pre-teen Audiences: The Power of “Connectedness” and Psycho-demographics Anthony Patino, Velitchka D. Kaltcheva, and Michael F. Smith The Bluetooth Enigma: Practicalities Impair Potential—Awareness is High. Can Usage Be Higher? Antje Cockrill, Mark M. Goode, and Amy White Following the Fashionable Friend: The Power of Social Media—Weighing the Publicity Effectiveness of Blogs versus Online Magazines Jonas Colliander and Micael Dahlén Pitting the Mall Against the Internet in Advertising-Research Completion: Internet Panels are More Popular. Are They More Effective? Thomas Maronick JOURNAL OF ADVERTISING RESEARCH THE FUTURE OF MARKETING RESEARCH VOL. 51, NO. 1 MARCH 2011
Transcript of JOURNAL OF ADVERTISING RESEARCH The Future of Marketing … · 2015. 12. 14. · March 2011 Volume...
March 2011Volume 51, No. 1
The Future of Marketing Research
Editorial: The Future of Marketing Research Geoffrey Precourt
Guest Editorial: The Shape of Marketing Research in 2021 Anca Cristina Micu, Kim Dedeker, Ian Lewis,Robert Moran, Oded Netzer, Joseph Plummer, and Joel Rubinson
Commentary: Evidence Proves The Future Is Now—Why Great Creative Needs Great Research Eileen Campbell
Tracking Back-Talk in Consumer-Generated Advertising: An Analysis of Two Interpretative Approaches Colin Campbell, Leyland F. Pitt, Michael Parent, and Pierre Berthon
Online Persuasion: How the Written Word Drives WOM—Evidence from Consumer-Generated Product Reviews Jin Li and Lingjing Zhan
Friends, Fans, and Followers: Do Ads Work on Social Networks? How Gender and Age Shape Receptivity David G. Taylor, Jeffrey E. Lewin, and David Strutton
Hulu.com or NBC? Streaming Video versus Traditional TV: A Study of an Industry in its Infancy Kelty Logan
The Appeal of Reality Television for Teen and Pre-teen Audiences: The Power of “Connectedness” and Psycho-demographics Anthony Patino, Velitchka D. Kaltcheva, and Michael F. Smith
The Bluetooth Enigma: Practicalities Impair Potential—Awareness is High. Can Usage Be Higher? Antje Cockril l , Mark M. Goode, and Amy White
Following the Fashionable Friend: The Power of Social Media—Weighing the Publicity Effectiveness of Blogs versus Online Magazines Jonas Colliander and Micael Dahlén
Pitting the Mall Against the Internet in Advertising-Research Completion: Internet Panels are More Popular. Are They More Effective? Thomas Maronick
JOURNAL OF ADVERTISING RESEARCH THE FUTURE OF MARKETING RESEARCH
VOL. 51, NO. 1 MARCH 2011
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