Narrative transportation-to be carried away by a story-has been proposed as a distinct route to persuasion. But as originally conceived, narrative transportation is unlikely to occur in response to advertisements, where persuasive intent is obvious and consumer resistance is expected. We analyze...

The megaphone effect refers to the fact that the web makes a mass audience potentially available to ordinary consumers. The article focuses on fashion bloggers who acquire an audience by iterated displays of aesthetic discrimination applied to the selection and combination of clothing. The...

Purpose: The relationship between musicians and the music industry has often been depicted as a dichotomy between creativity and commerce with musicians conflicted between their roles as artists and their roles as marketers of sound. Recently, marketing researchers have problematized this...

Purpose: Luxury brands seek to differentiate themselves from competitors by engaging in corporate social responsibility (CSR) practices. Although many luxury brands participate in CSR activities, it is unclear if luxury brands communicate these CSR activities to consumers. Therefore, this study...