Advances in Advertising Research XIII

This book provides insights into modern advertising's evolving landscape, revealing how digital innovation and social media have transformed communication strategies and consumer engagement. It addresses the crucial need to understand advertising's multifaceted nature in an era where digital platforms continually redefine brand-consumer interactions. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 20th International Conference in Advertising (ICORIA), held in Prague (Czech Republic) in June 2022. This insightful collection is designed for academic researchers, instructors, students in advertising, communication, marketing, and media management, and professionals seeking to stay ahead in the ever-evolving world of advertising. The Editors Daria Gunina is Researcher at the Faculty of Management, Prague University of Economics and Business, Czech Republic.Martin Waiguny is Academic Head and Professor of Marketing and Consumer Behaviour at the IMC University of Applied Sciences Krems, Austria.