Advertising in the Metaverse: Research Agenda

The Interactive Advertising Model

Shelly Rodgers, Esther Thorson · Journal of Interactive Advertising · 2000 · 463 citations

Business, Marketing, Psychology +17

Oracles on “Advertising”: Searching for a Definition

Jef I. Richards, Catharine M. Curran · Journal of Advertising · 2002 · 334 citations

Business, Communication, Marketing +9

If Advertising Won't Die, What Will It Be? Toward a Working Definition of Advertising

Micael Dahlén, Sara Rosengren · Journal of Advertising · 2016 · 197 citations

Business, Communication, Marketing +12

The effectiveness of publicity versus advertising: a meta-analytic investigation of its moderators

Martin Eisend, Franziska Küster · Journal of the Academy of Marketing Science · 2010 · 105 citations

Business, Communication, Marketing +12

Redefining advertising in research and practice

Gayle Kerr, Jef I. Richards · International Journal of Advertising · 2020 · 83 citations · Full text

Business, Communication, Marketing +11