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Electronic Word of Mouth as a
Promotional Technique

Electronic Word of Mouth as a Promotional Technique

New Insights from Social Media

1. The current state of knowledge on electronic word-of-mouth in advertising research 2. #Me and brands: understanding brand-selfie posters on social media 3. Understanding the effects of different review features on purchase probability 4. Preannouncement messages: impetus for electronic word-of-mouth 5. The power of e-WOM using the hashtag: focusing on SNS advertising of SPA brands 6. Do we always adopt Facebook friends’ eWOM postings? The role of social identity and threat 7. When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type 8. What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions 9. The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behaviour

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

This volume highlights the evolving role of marketing in a rapidly changing environment by exploring how marketers can adapt foundational principles, emerging perspectives, and interdisciplinary insights to create meaningful impact in an increasingly fluid world. Featuring full papers presented at the 2026 Academy of Marketing Science (AMS) Annual Conference held in Savannah, GA, USA, contributors explore how technological advancement, shifting economic and geopolitical conditions, and heightened attention to sustainability and ethics are reshaping consumer value perceptions and marketing strategy. The chapters address theoretical and methodological innovations for navigating disruption, the growing role of AI and automation, and marketing’s response to global challenges such as supply chain instability, regulatory change, and diversity initiatives. Collectively, the volume highlights how marketers balance enduring principles with adaptive strategies in a global economy undergoing profound transformation.Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

Proceedings of the 2026 AMS Annual Conference, Savannah, GA, USA, May 12-14

Crafting Shape in a Fluid World - The Intersection of Marketing and External Forces

What if companies do not fail because they ignore the future, but because they prepare for it? Business history is usually told through reassuring stories about complacency. Kodak failed to understand digital photography. Nokia missed the smartphone. Detroit underestimated electric vehicles. The lesson appears obvious: pay attention, embrace change and invest early. There is only one problem. The story is often wrong. The global automobile industry did not ignore the future. For more than a decade, its leaders talked incessantly about electrification, autonomous driving, connectivity, software and shared mobility. They invested enormous sums, acquired technology companies, hired software engineers, launched electric vehicles and reorganized themselves around the future they believed was coming. And yet many became weaker. Poisoned asks why? Drawing on more than two dozen interviews across the automotive world, Bryan Reimer and Magnus Lindkvist examine an industry in which almost every important prediction contained some truth, yet the resulting picture of the future proved profoundly misleading. Electric vehicles arrived, but as part of a much larger system involving batteries, charging infrastructure, industrial policy, software and China. Cars became connected, but this changed the economics and architecture of the industry in unexpected ways. Automation advanced, but not along the neat trajectory that had been forecast. Technologies expected to reinforce one another began competing for capital, talent and management attention. The problem was not stupidity, complacency or a failure to notice change. It was incompleteness. Human beings simplify the future in predictable ways. Organizations then magnify those distortions through their structures, incentives, histories and identities. Poisoned traces how this happens and introduces five organizational poisons -- Time, Status, Identity, True Lies and the Edges -- that can turn sensible preparation for the future into a source of strategic weakness. The automobile industry provides the book's central case study, but its predicament is increasingly universal. Technology, geopolitics, capital, consumer behaviour and business models are colliding across almost every established industry. The companies most at risk may therefore be neither the ignorant nor the complacent. They may be the ones confidently preparing for a future that is real, important -- and dangerously incomplete. Poisoned offers a different way to think about disruption. The challenge is not simply to identify the next big trend. It is to see how technologies, institutions, incentives and behaviours interact; to recognise what the dominant story leaves out; and to prevent yesterday's assumptions about tomorrow from becoming today's strategy.

Why preparing for the future can destroy your business

Poisoned

Uncover the psychological shortcuts that shape every decision you make - and learn how to use them in business. Voted #1 in the BBH World Cup of Advertising Books Winner of the Sales and Marketing Category at the Business Book Awards Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research. Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing. 'Actionable, memorable and powerful' - Seth Godin, bestselling author of This is Marketing Now part of the Harriman House Essentials Collection, a series showcasing the very best of business and finance books.

Harriman House Essentials

The Choice Factory

DK Little Book of

The Little Book of Business

<h4>Extreme porn is ruining lives. What can we do about it?</h4>
'Fizzes with righteous rage' The Times

'Couldn't be more important... Urgent, bold and unflinching.' Laura Bates, author of&nbsp;Everyday Sexism

Never more than a click away, porn is virtually inescapable. With minimal moderation, mainstream platforms don't just host it, they push ever more extreme content into view, whether you want it or not.

The consequences are profound. Our most intimate relationships are being manipulated, our desires exploited. An entire generation is learning about sex not from experience or trust but from Pornhub, where fantasies are constructed by degrading, misogynistic and racist ideals that eroticise masculine dominance and normalise sexual violence. Meanwhile, non-consensual porn is destroying women's lives, a threat now supercharged by deepfakes and AI.

We're told we live in an age of sexual freedom, but this isn't true. We are fighting not only for autonomy over our bodies and desires, but for gender equality itself. To move forward means confronting and dismantling both the patriarchy and the porn industry that sustains it.

'Read this book - then encourage your partner to read it too.'&nbsp;Glamour

The Problem of Extreme Porn

Exposed

Human creativity is a skill that can be cultivated over a person's lifetime, supporting imagination, adaptability, and resilience. Drawing from decades of established creativity scholarship, Human Creativity in the Age of AI offers a guide to begin and sustain this journey. Rather than treating AI as a technical add-on or substitute for human thinking, this book examines whether and how to integrate AI intentionally into the creative process. The result is a collection of practical frameworks and resources for strengthening human creative capacity. These are designed to help navigate human + AI co-creation and foster meaningful innovation in our technologically mediated world.Designed for flexibility, the book can be read cover to cover, explored chapter by chapter, or opened at any point for reflection, discovery, and practical application.

Human Creativity in the Age of AI

European Advertising Academy

The sixteenth volume of Advances in Advertising Research presents 12 top papers from the 23rd ICORIA conference in the Netherlands, hosted by Erasmus University Rotterdam. Selected from 152 global contributions, it discusses social media and AI-driven advertising, representation in advertising as well as data privacy, offering valuable insights for researchers and practitioners in advertising, communication and media management.The EditorsDr. Freya De Keyzer
 is assistant professor for Media and Business at the Erasmus University Rotterdam, Rotterdam, The Netherlands.
 Dr. Kyriakos Riskos
 is assistant professor for Media and Business at the Erasmus University Rotterdam, Rotterdam, The Netherlands.
 FH-Prof. Dr. Martin Waiguny
 is Executive Managing Director at the Carinthia University of Applied Sciences in Villach, Austria.

Advertising with a Purpose: Creating Impact through Research Excellence

Advances in Advertising Research XVI

Social Science for Social Justice

Cultural appropriation is one of the most contested issues of our time - but what does it actually feel like to have your culture taken, repackaged, and sold back to you? In this book, Rina Arya moves beyond familiar debates to place the lived experiences of minoritised communities at the centre of the discussion. Drawing on postcolonial theory, lived religion, cultural studies, and her experiences as a British South Asian, she examines how cultural forms are commodified, transformed, and returned to their communities with renewed authority. Arya argues that the deepest harms of cultural appropriation are not only economic or representational but also psychological, reshaping how people understand their culture and identity. Combining rigorous scholarship with personal testimony, this book challenges readers to rethink who has the authority to define culture - and what is lost when that authority shifts away from the communities from which culture originates.

Reclaiming the Debate on Cultural Appropriation

'An excellent look at what Palantir does, as well as a fascinating insight into the mind of its eccentric chief executive' TelegraphPalantir Technologies is the most interesting company in the world -&nbsp;and the most controversial.&nbsp;Palantir builds data integration software: its technology ingests vast quantities of information and quickly identifies patterns, trends and connections that might elude the human eye. Founded in 2003 to help the U.S. government in the war on terrorism - an early investor was the CIA - Palantir is now a $400 billion global colossus whose software is used by major intelligence services (including the Mossad), the U.S. military, the National Health Service in England, and corporate giants like Airbus and BP. From AI to counterterrorism to climate change to immigration to financial fraud to healthcare to the future of warfare, the company is at the nexus of the most critical issues of the twenty-first century.&nbsp;Its billionaire CEO, Alex Karp, is a distinctive figure on the global business scene. A biracial Jew who is also severely dyslexic, Karp has built Palantir into a tech giant despite having no background in either business or computer science. Instead, he's a trained philosopher who has become known for his strongly held views on a range of issues and for his willingness to grapple with the moral and ethical implications of Palantir's work. Those questions have taken on added urgency during the Trump era, which has also brought attention to the political activism of Karp's close friend and Palantir co-founder Peter Thiel.&nbsp;In The Philosopher in the Valley, journalist Michael Steinberger is the first to tell the story of Alex Karp and Palantir from the beginning. Steinberger offers new biographical details and a rich psychological portrait of the man leading one of the world's most secretive companies. Full of revelations, this is an urgent and insightful book about technological power, the surveillance state and the future we all face.

Alex Karp, Palantir and the Rise of the Surveillance State

The Philosopher in the Valley

Discovering the Creative Industries

Arts Management is the study of the organisational and business side of the arts. This applied textbook provides students with the practical insights required to launch and develop a rewarding career in the creative and cultural industries.Examining the external influences which shape arts organisations, the author brings into focus key topics in the sector such as funding, leadership and managing volunteers. Replete with diverse case studies of successful arts organisations from the UK and the USA, the book includes practical advice from a wide range of professionals in the sector, from fundraising for the Royal Albert Hall to managing volunteers at the Glastonbury music festival.Accessible and comprehensive, yet concise, this textbook will be core reading for students of arts and cultural management as well as being a valuable acquisition for study and practice across the creative industries.

Arts Management in Practice

Data Power, Digital Empires and the Future of Capitalism

The Rise of Datalism

The second edition of Strategic Brand Management and Development provides a comprehensive, multi-perspective approach to creating and marketing successful brands, now updated with new content on brand purpose, AI in branding, and expanded case studies including a brand of Indian origin.Readers will gain practical knowledge for developing effective brand strategies through the book's unique combination of managerial, socio-cultural, and psychological perspectives. New features include chapter-opening concept summaries for quick reference, expanded coverage of brand equity models, and new sections on brand purpose and AI in branding. The addition of two in-depth global brand case studies allows readers to see the interconnections between different branding concepts in real-world applications, while updated content on brand activism and aesthetic strategies reflects current industry trends.This textbook is designed for undergraduate and postgraduate students studying brand management, marketing strategy, and consumer behaviour who already possess fundamental marketing knowledge. It is particularly suitable for courses in Strategic Brand Management, Branding, and Brand Design in higher education institutions.Supporting materials include PowerPoint slides with additional content and an updated document with links to sources and examples that can be used in classroom teaching.

An Interdisciplinary Approach to Marketing Successful Brands

Strategic Brand Management and Development

Electronic Word of Mouth as a Promotional Technique

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