The fifteenth volume of Advances in Advertising Research presents 24 top papers from the 22nd ICORIA conference in Greece, hosted by Aristotle University of Thessaloniki and the University of Macedonia. Selected from over 135 global contributions, it discusses AI-driven ads, transparency, emotional storytelling, ethical advertising and psychological ad impact, offering valuable insights for researchers and practitioners, in advertising, communication and media management.
Reihe
Sprache
Verlagsort
Verlagsgruppe
Springer Fachmedien Wiesbaden GmbH
Illustrationen
55
55 s/w Abbildungen
X, 316 p. 55 illus.
ISBN-13
978-3-658-49114-7 (9783658491147)
Schweitzer Klassifikation
Christina Boutsouki is Professor of Marketing & Advertising at Aristotle University of Thessaloniki and Director of the MSc in Strategic Marketing.
Leonidas Hatzithomas is Associate Professor of Marketing & Advertising at the University of Macedonia, Thessaloniki, and Director of the Master in Business Analytics & Data Science.
Anastasios Panopoulos is Professor of Marketing at the University of Macedonia, Greece, in Electronic Public Relations.
Martin K. J. Waiguny is Professor of Consumer Behaviour and Marketing at the IMC Krems University of Applied Sciences and currently the Academic Head of the university.
