Chan Yun Yoo

Both the advertising industry and academia have given increasing attention to the importance of consumer relationship building on social networking sites. Attitudes to advertising Social media audiences Social media effectiveness Twitter United States Media consumption Data-driven targeting Strategy Eun Sook Kwon University of Georgia Eunice Kim University of Florida Yongjun Sung Korea University Chan Yun Yoo University of Kentucky Introduction What is considered a ‘must-do’...

This study examined the impact of deceptive advertising on the abnormal stock returns of firms. Using an event study analysis with 101 cases from the FTC database over the period 1987–2005, the FTC rulings on deceptive advertising were found to have the negative effects on the abnormal stock returns of firms.

This research explored how self-brand connections (SBCs) influence consumers' ad responses in South Korea where collectivistic cultures, especially in-group orientations, are highly valued. Attitudes to advertising Consumer sentiment South Korea Cultural influences & values Strategy Consumers utilize brands to create, enhance, and communicate with others (Aaker, 1997; Escalas, 2004).