Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience von Zollo, Lamberto, Filieri, Raffaele, Rialti, Riccardo, Yoon, Sukki

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Higher quality or lower price? How value-increasing promotions affect retailer reputation via perceived value von Yoon, Sukki, Oh, Sangdo, Song, Sujin, Kim, Kyungok K., Kim, Yeonshin

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How Liberals and Conservatives Respond to Equality-Based and Proportionality-Based Rewards in Charity Advertising von Lee, Younghwa, Yoon, Sukki, Lee, Young Woo, Royne, Marla B.

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Guilt and Shame: Environmental Message Framing Effects von Baek, Tae Hyun, Yoon, Sukki

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Introduction to the special issue on the future of advertising von Yoon, Sukki

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Do Negative Consumption Experiences Hurt Manufacturers or Retailers? The Influence of Reasoning Style on Consumer Blame Attributions and Purchase Intention von Yoon, Sukki

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Pride and gratitude: Egoistic versus altruistic appeals in social media advertising von Baek, Tae Hyun, Yoon, Sukki

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The fatigue illusion: the physical effects of mindlessness von Camparo, Stayce, Maymin, Philip Z., Park, Chanmo, Yoon, Sukki, Zhang, Chen, Lee, Younghwa, Langer, Ellen J.

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E-WOM messaging on social media: Social ties, temporal distance, and message concreteness von Choi, Yung Kyun, Seo, Yuri, Yoon, Sukki

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Matching luxury brand appeals with attitude functions on social media across cultures von Choi, Yung Kyun, Seo, Yuri, Wagner, Udo, Yoon, Sukki

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Death imagery in antipoaching advertising von Baek, Tae Hyun, Yoon, Sukki

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Looking forward, looking back: The impact of goal progress and time urgency on consumer responses to mobile reward apps von Baek, Tae Hyun, Yoon, Sukki

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Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising von Han, Nah Ray, Baek, Tae Hyun, Yoon, Sukki, Kim, Yeonshin

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Narrative Transportation and Paratextual Features of Social Media in Viral Advertising von Seo, Yuri, Li, Xiaozhu, Choi, Yung Kyun, Yoon, Sukki

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Smiling AI agents: How anthropomorphism and broad smiles increase charitable giving von Baek, Tae Hyun, Bakpayev, Marat, Yoon, Sukki, Kim, Seeun

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The effect of 360-degree rotatable product images on purchase intention von Kim, Seeun, Baek, Tae Hyun, Yoon, Sukki

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Programmatic creative: AI can think but it cannot feel von Bakpayev, Marat, Baek, Tae Hyun, van Esch, Patrick, Yoon, Sukki

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Ethical consumption and consumers’ decision making: the role of moral intuition von Zollo, Lamberto, Yoon, Sukki, Rialti, Riccardo, Ciappei, Cristiano

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Charity advertising: congruence between political orientation and cause of need von Lee, Younghwa, Seo, Joon Yong, Yoon, Sukki

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Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth von Rialti, Riccardo, Zollo, Lamberto, Kim, Kacy, Yoon, Sukki

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