Jiska Eelen received the 2014 best paper award of ICORIA

Dr. Jiska Eelen and Roxana Seiler received the 2014 best paper award of ICORIA for her paper “Creative media use increases online sharing of your ad (but it doesn’t do much for your brand).” The paper showed that a creative medum advertisement increases online sharing of the ad and positive word-of-mouth  in comparison with a traditional print advertisement.

However the creative ad also seemed to distract attention from the brand and the product. The underlying mechanisms of the effects are discussed. The award was sponsored by the International Journal of Advertising.

Link: http://icoria.org/