JCIRA: Curious and Interesting
You’re listening to “Curious and Interesting,” a two-minute podcast on what’s new and intriguing in the world of advertising research. I’m Dr. Sukki Yoon, editor of the Journal of Current Issues and Research in Advertising.
JCIRA: Curious and Interesting
46.4-5: When Influencers Compare Brands
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Sukki Yoon
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Season 46
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Episode 4
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Yang, G., & Wei, L. (2025). When Influencers Compare Brands: Defensive Processing of Sponsored Comparative Messages and Effects on Consumer Evaluations. Journal of Current Issues & Research in Advertising, 46(4), 503–523. https://doi.org/10.1080/10641734.2024.2413606