In the 21st century, brand communication has been significantly transformed through the interaction of users and artificial intelligence (AI), who co-create and recreate texts in digital environments. This evolution challenges traditional disciplines and roles, opening new perspectives for textual production on multiple platforms. The study examines the current state and application of the textual component in brand communication, exploring its disciplinary foundations, rhetorical traces, and research methodologies. To this end, a content analysis of 97 relevant publications from 2000 to 2024 was conducted, selected for their impact on the field of brand communication and following the guidelines established in the PRISMA statement. The results identified three sources of textual creation: Organization, users and algorithms. In addition, persuasion and sentiment take precedence at the rhetorical level, while data mining stands out in message analysis. In conclusion, the advertising text, which previously prevailed in brand communication with corporate authorship, formal prefiguration and a closed entity, now expands in a media and networked context. This text originates from a multiplicity of human and automated sources, overlapping rhetorical phases and fluid textualities. The shift implies a transition from unidirectional communication, characterized by repeated impacts, to multidirectional communication with spiraling trajectories and iterative adjustments. This challenges the boundaries of genres and formats, merging the persuasiveness of rhetoric and the imagination of storytelling. This situation demands commercial policies that integrate new professionals and roles, in partnership with the educational sector, and that address copyright with AI and users.

Ahn, J., La Ferle, C. (2008). Enhancing recall and recognition for brand names and body copy: A mixed-language approach. Journal of Advertising, 37(3), 107–117. https://doi.org/10.2753/JOA0091-3367370308

Al-Alshare, F. A. (2024). Measuring the dimensions of digital marketing in gaining customer satisfaction: A field study on customers of Jordanian pharmaceutical companies and distributors. Journal of Infrastructure, Policy and Development, 8(8): 5796. https://doi.org/10.24294/jipd.v8i8.5796

Araujo, T., Copulsky, J. R., Hayes, J. L., et al. (2020). From purchasing exposure to fostering engagement: Brand–consumer experiences in the emerging computational advertising landscape. Journal of Advertising, 49(4), 428–445. https://doi.org/10.1080/00913367.2020.1795756

Ashley, C., Oliver, J. D. (2010). Creative leaders. Journal of Advertising, 39(1), 115–130. https://doi.org/10.2753/JOA0091-3367390108

Atarama-Rojas, T., Vega-Foelsche, D. (2020). Corporate communications and branded content on Facebook: A study of the official accounts of Peruvian universities (Spanish). Revista de Comunicación, 19(1), 37–53. https://doi.org/10.26441/RC19.1-2020-A3

Baek, H., Ahn, J., Choi, Y., et al. (2012). Helpfulness of online consumer reviews: Readers’ objectives and review cues. International Journal of Electronic Commerce, 17(2), 123–140. https://doi.org/10.2753/JEC1086-4415170204

Bashari, B., Fazl-Ersi, E. (2020). Influential post identification on Instagram through caption and hashtag analysis. Measurement and Control, 53(3–4), 409–415. https://doi.org/10.1177/0020294019877489

Berger, J., Humphreys, A., Ludwig, S., et al. (2020). Uniting the tribes: Using text for marketing insight. Journal of Marketing, 84(1). https://doi.org/10.1177/0022242919873106

Bulmer, S., Palakshappa, N., Dodds, S., et al. (2024). Sustainability, brand authenticity and Instagram messaging. Journal of Business Research, 175, 114547. https://doi.org/10.1016/j.jbusres.2024.114547

Burmann, C., Arnhold, U. (2008). User generated branding: State of the art of research. LIT Verlag Münster.

Burns, K. S., Lutz, R. J. (2006). The function of format: Consumer responses to six on-line advertising formats. Journal of Advertising, 35(1), 53–64. https://doi.org/10.2753/JOA0091-3367350104

Calanchez, A., Chávez, K., de los Heros, C. H., et al. (2024). Green marketing in the promotion of environmentally responsible and sustainable practices in the development of resilient infrastructure in Peru: A systematic review. Journal of Infrastructure, Policy and Development. 8(9): 6337. https://doi.org/10.24294/jipd.v8i9.6337

Campbell, C., Pitt, L. F., Parent, M., et al. (2011). Understanding consumer conversations around ads in a Web 2.0 world. Journal of Advertising, 40(1), 87–102. https://doi.org/10.2753/JOA0091-3367400106

Cano Tenorio, R. (2019). Marketing techniques on the official Twitter accounts of flamenco artists (Spanish). ZER: Revista de Estudios de Comunicación, 24(46), 93–110. https://doi.org/10.1387/zer.20319

Carnevale, M., Luna, D., Lerman, D. (2017). Brand linguistics: A theory-driven framework for the study of language in branding. International Journal of Research in Marketing, 34(2), 572–591. https://doi.org/10.1016/j.ijresmar.2017.01.003

Casadei, P., Lee, N. (2020). Global cities, creative industries and their representation on social media: A micro-data analysis of Twitter data on the fashion industry. Environment and Planning A, 52(6), 1195–1220. https://doi.org/10.1177/0308518X20901585

Chakraborty, I., Kim, M., Sudhir, K. (2021). Attribute sentiment scoring with online text reviews: Accounting for language structure and missing attributes. Journal of Marketing Research, 59(3), 600–622. https://doi.org/10.1177/00222437211052500

Chan, E. Y., Meng, Y. (2023). They’re vs They Are: Contractions influence product choice and judgments. Journal of Business Research, 156, 113463. https://doi.org/10.1016/j.jbusres.2022.113463

Chang, C.-T. (2012). Missing ingredients in cause-related advertising. International Journal of Advertising, 31(2), 231–256. https://doi.org/10.2501/ija-31-2-231-256

Chatzipanagiotou, K., Azer, J., Ranaweera, C. (2023). E-WOM in the B2B context: Conceptual domain, forms, and implications for research. Journal of Business Research, 164, 113957. https://doi.org/10.1016/j.jbusres.2023.113957

Chen, G., Xie, P., Dong, J., Wang, T. (2019). Understanding programmatic creative: The role of AI. Journal of Advertising, 48(4). https://doi.org/10.1080/00913367.2019.1654421

Cheung, C. M. K., Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008

Cheung, M. (2010). The globalization and localization of persuasive marketing communication: A cross-linguistic socio-cultural analysis. Journal of Pragmatics, 42(2), 413–430. https://doi.org/10.1016/j.pragma.2009.06.012

Chun, K. Y., Song, J. H., Hollenbeck, C. R., Lee, J.-H. (2014). Are contextual advertisements effective? International Journal of Advertising, 33(2), 351–371. https://doi.org/10.2501/IJA-33-2-351-371

Crolic, C., Thomaz, F., Hadi, R., Stephen, A. T. (2022). Blame the bot: Anthropomorphism and anger in customer–chatbot interactions. Journal of Marketing, 86(1), 132–148. https://doi.org/10.1177/00222429211045687

Cui, G., Lui, H. K., Guo, X. (2012). The effect of online consumer reviews on new product sales. International Journal of Electronic Commerce, 17(1), 39–62. https://doi.org/10.2753/JEC1086-4415170102

Dahlen, M., Rosengren, S. (2016). If advertising won’t die, what will it be? Toward a working definition of advertising. Journal of Advertising, 45(3), 334–345. https://doi.org/10.1080/00913367.2016.1172387

Daugherty, T., Eastin, M. S., Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2), 16–25. https://doi.org/10.1080/15252019.2008.10722139

De Pelsmacker, P., Dens, N., Kolomiiets, A. (2018). The impact of text valence, star rating and rated usefulness in online reviews. International Journal of Advertising, 37(3), 340–359. https://doi.org/10.1080/02650487.2018.1424792

Deng, S., Tan, C. W., Wang, W., Pan, Y. (2019). Smart generation system of personalized advertising copy and its application to advertising practice and research. Journal of Advertising, 48(4), 356–365. https://doi.org/10.1080/00913367.2019.1652121

Du, R. Y., Netzer, O., Schweidel, D. A., Mitra, D. (2021). Capturing marketing information to fuel growth. Journal of Marketing, 85(1), 163–183. https://doi.org/10.1177/0022242920969198

Duff, B. R. L., Segijn, C. M. (2019). Advertising in a media multitasking era: Considerations and future directions. Journal of Advertising, 48(1). https://doi.org/10.1080/00913367.2019.1585306

Fan, Y.-W., Miao, Y.-F. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management, 10(3), 175–181. https://doi.org/10.4236/ojbm.2017.53047

Findlay, K. (2018). The “shape” of interaction networks on Twitter. International Journal of Market Research, 60(5), 439–462. https://doi.org/10.1177/1470785318765695

Ford, J., Jain, V., Wadhwani, K., Gupta, D. G. (2023). AI advertising: An overview and guidelines. Journal of Business Research, 166, 114124. https://doi.org/10.1016/j.jbusres.2023.114124

Fu, J.-R., Chen, J. H. F. (2012). An investigation of factors that influence blog advertising effectiveness. International Journal of Electronic Business Management, 10(3), 194–203.

Gómez Vargas, M., Galeano Higuita, C., Jaramillo Muñoz, D. A. (2015). The state of the art: A research methodology (Spanish). Revista Colombiana de Ciencias Sociales, 6(2), 423–442.

Gunasekar, S., Kumar, D. S., Purani, K., et al. (2021). Understanding service quality attributes that drive user ratings: A text mining approach. Journal of Vacation Marketing, 27(4), 400–419. https://doi.org/10.1177/13567667211003246

Ha, Y., Park, K., Kim, S. J., et al. (2020). Automatically detecting image–text mismatch on Instagram with deep learning. Journal of Advertising, 50(1), 52–62. https://doi.org/10.1080/00913367.2020.1843091

Hackley, C., Hackley, A. R. (2019). Advertising at the threshold: Paratextual promotion in the era of media convergence. Marketing Theory, 19(2), 195–215. https://doi.org/10.1177/1470593118787581

Helberger, N., Huh, J., Milne, G., et al. (2020). Macro and exogenous factors in computational advertising: Key issues and new research directions. Journal of Advertising, 49(4), 377–393. https://doi.org/10.1080/00913367.2020.1811179

Hocutt, D. L. (2024). Composing with generative AI on digital advertising platforms. Computers and Composition, 71, 102829. https://doi.org/10.1016/j.compcom.2024.102829

Hong, S., Pittman, M. (2020). eWOM anatomy of online product reviews: Interaction effects of review number, valence, and star ratings on perceived credibility. International Journal of Advertising, 39(7), 892–920. https://doi.org/10.1080/02650487.2019.1703386

Huang, G. (2019). Variation matters: How to curb ad intrusiveness for native advertising on Facebook, Twitter, and Instagram. Internet Research, 29(6), 1469–1484. https://doi.org/10.1108/INTR-12-2017-0524

Huang, Y., Liu, H., Li, W., et al. (2020). Lifestyles in Amazon: Evidence from online reviews enhanced recommender system. International Journal of Market Research, 62(6). https://doi.org/10.1177/1470785319844146

Hung, K., Tse, D. K., Chan, T. H. (2021). E-commerce influencers in China: Dual-route model on likes, shares, and sales. Journal of Advertising, 50(4), 486–501. https://doi.org/10.1080/00913367.2021.1990811

Janssens, W., de Pelsmacker, P., Geuens, M. (2012). Online advertising and congruency effects. International Journal of Advertising, 31(3), 579–604. https://doi.org/10.2501/ija-31-3-579-604

Kahya-Özyirmidokuz, E. (2016). Analyzing unstructured Facebook social network data through web text mining: A study of online shopping firms in Turkey. Information Development, 32(1). https://doi.org/10.1177/0266666914528523

Killoran, J. B. (2010). Writing for robots: Search engine optimization of technical communication business web sites. Technical Communication, 57(2), 161–181.

Kim, D., Benbasat, I. (2009). Trust-assuring arguments in B2C e-commerce: Impact of content, source, and price on trust. Journal of Management Information Systems, 26(3), 175–206. https://doi.org/10.2753/MIS0742-1222260306

Kim, M., Song, D. (2017). When brand-related UGC induces effectiveness on social media: The role of content sponsorship and content type. International Journal of Advertising, 37(1), 105–124. https://doi.org/10.1080/02650487.2017.1349031

Kim, T., Hwang, S., Kim, M. (2022). Text analysis of online customer reviews for products in the FCB quadrants: Procedure, outcomes, and implications. Journal of Business Research, 150, 676–689. https://doi.org/10.1016/j.jbusres.2022.05.077

Knoll, J. (2016). Advertising in social media: A review of empirical evidence. International Journal of Advertising, 35(2), 266–300. https://doi.org/10.1080/02650487.2015.1021898

Koiso-Kanttila, N. (2004). Digital content marketing: A literature synthesis. Journal of Marketing Management, 20(1–2). https://doi.org/10.1362/026725704773041122

Kononova, A., Kim, W., Joo, E., Lynch, K. (2020). Click, click, ad: The proportion of relevant (vs. irrelevant) ads matters when advertising within paginated online content. International Journal of Advertising, 39(7), 1031–1058. https://doi.org/10.1080/02650487.2020.1732114

Kostygina, G., Feng, M., Czaplicki, L., et al. (2021). Exploring the discursive function of hashtags: A semantic network analysis of JUUL-related Instagram messages. Social Media and Society, 7(4). https://doi.org/10.1177/20563051211055442

Kumar, V., Gupta, S. (2016). Conceptualizing the evolution and future of advertising. Journal of Advertising, 45(3). https://doi.org/10.1080/00913367.2016.1199335

Kuo, Y.-F., Lin, C. S., Liu, L.-T. (2022). The effects of framing messages and cause-related marketing on backing intentions in reward-based crowdfunding. Journal of Retailing and Consumer Services, 64, 102799. https://doi.org/10.1016/j.jretconser.2021.102799

Kwak, H. (2012). Self-disclosure in online media: An active audience perspective. International Journal of Advertising, 31(3). https://doi.org/10.2501/IJA-31-3-485-510

Labrador, B., Ramón, N., Alaiz-Moretón, H., Sanjurjo-González, H. (2014). Rhetorical structure and persuasive language in the subgenre of online advertisements. English for Specific Purposes, 34(1). https://doi.org/10.1016/j.esp.2013.10.002

Lasmi, H., Lee, C. H., Ceran, Y. (2021). Popularity Brings Better Sales or Vice Versa: Evidence from Instagram and OpenTable. Global Business Review. https://doi.org/10.1177/09721509211044302

Lee, H., Cho, C. H. (2020). Digital advertising: Present and future prospects. International Journal of Advertising, 39(3). https://doi.org/10.1080/02650487.2019.1642015

Lee, J. K. (2021). Emotional expressions and brand status. Journal of Marketing Research, 58(6). https://doi.org/10.1177/00222437211037340

Li, H. (2019). Special section introduction: Artificial intelligence and advertising. Journal of Advertising, 48(4). https://doi.org/10.1080/00913367.2019.1654947

Li, H., Ma, L. (2020). Charting the path to purchase using topic models. Journal of Marketing Research, 57(6). https://doi.org/10.1177/0022243720954376

Li, M., Huang, L., Tan, C. H., Wei, K. K. (2013). Helpfulness of online product reviews as seen by consumers: Source and content features. International Journal of Electronic Commerce, 17(4). https://doi.org/10.2753/JEC1086-4415170404

Li, Y., Xie, Y. (2020). Is a picture worth a thousand words? An empirical study of image content and social media engagement. Journal of Marketing Research, 57(1), 1–19. https://doi.org/10.1177/0022243719881113

Libai, B., Bolton, R., Bügel, M. S., et al. (2010). Customer-to-customer interactions: Broadening the scope of word of mouth research. Journal of Service Research, 13(3). https://doi.org/10.1177/1094670510375600

Liu, X., Burns, A. C., Hou, Y. (2017). An investigation of brand-related user-generated content on Twitter. Journal of Advertising, 46(2), 236–247. https://doi.org/10.1080/00913367.2017.1297273

Liu-Thompkins, Y. (2019). A decade of online advertising research: What we learned and what we need to know. Journal of Advertising, 48(1). https://doi.org/10.1080/00913367.2018.1556138

Liu-Thompkins, Y., Maslowska, E., Ren, Y., Kim, H. (2020). Creating, metavoicing, and propagating: A road map for understanding user roles in computational advertising. Journal of Advertising, 49(4), 394–410. https://doi.org/10.1080/00913367.2020.1795758

Lou, C., Xie, Q. (2021). Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty. International Journal of Advertising, 40(3), 376–402. https://doi.org/10.1080/02650487.2020.1788311

Malenkina, N., Ivanov, S. (2018). A linguistic analysis of the official tourism websites of the seventeen Spanish autonomous communities. Journal of Destination Marketing & Management, 9, 204–233. https://doi.org/10.1016/j.jdmm.2018.01.007

Malthouse, E. C., Li, H. (2017). Opportunities for and pitfalls of using big data in advertising research. Journal of Advertising, 46(2), 227–235. https://doi.org/10.1080/00913367.2017.1299653

Mangiò, F., Mismetti, M., Lissana, E., Andreini, D. (2023). That’s the press, baby! How journalists co-create family business brands meanings: A mixed method analysis. Journal of Business Research, 161, 113842. https://doi.org/10.1016/j.jbusres.2023.113842

Maslowska, E., Segijn, C. M., Vakeel, K. A., Viswanathan, V. (2020). How consumers attend to online reviews: An eye-tracking and network analysis approach. International Journal of Advertising, 39(2), 282–306. https://doi.org/10.1080/02650487.2019.1617651

Mayrhofer, M., Matthes, J., Einwiller, S., Naderer, B. (2020). User-generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39(1), 166–186. https://doi.org/10.1080/02650487.2019.1596447

Meeds, R. (2004). Cognitive and attitudinal effects of technical advertising copy: The roles of gender, self-assessed and objective consumer knowledge. International Journal of Advertising, 23(3). https://doi.org/10.1080/02650487.2004.11072887

Mukherjee, K., Banerjee, N. (2017). Effect of social networking advertisements on shaping consumers’ attitude. Global Business Review, 18(5), 1291–1306. https://doi.org/10.1177/0972150917710153

Muñiz, A. M., Schau, H. J. (2007). Vigilante marketing and consumer-created communications. Journal of Advertising, 36(3). https://doi.org/10.2753/JOA0091-3367360303

Muntinga, D. G., Moorman, M., Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046

Nam, H., Joshi, Y. V., Kannan, P. K. (2017). Harvesting brand information from social tags. Journal of Marketing, 81(4). https://doi.org/10.1509/jm.16.0044

Ni, D., Li, X., Xiao, Z., Gong, K. (2020). The power of words: A study of how search contents can affect financial decisions. Discrete Dynamics in Nature and Society. https://doi.org/10.1155/2020/1307092

O’Guinn, T., Allen, C., Semenik, R. (2013). Comprehensive brand advertising and promotion (Spanish). Available online: https://uachatec.com.mx/wp-content/uploads/2016/08/0.-Publicidad_y_Promocion_Integral_de_Marca_O_Guinn_Thomas_.pdf (accessed on 12 November 2024).

Oka, I. M. D., Subadra I. N. (2024). Digital marketing for sustainable tourism village in Bali: A mixed methods study. Journal of Infrastructure, Policy and Development, 8(7): 3726. https://doi.org/10.24294/jipd.v8i7.3726

Peng, J., Agarwal, A., Hosanagar, K., Iyengar, R. (2018). Network overlap and content sharing on social media platforms. Journal of Marketing Research, 55(4), 571–585. https://doi.org/10.1509/jmr.14.0643

PRISMA. (2020). PRISMA statement: Checklist. Available online: http://www.prisma-statement.org/PRISMAStatement/Checklist (accessed on 12 November 2024).

Puntoni, S., De Langhe, B., Van Osselaer, S. M. J. (2009). Bilingualism and the emotional intensity of advertising language. Journal of Consumer Research, 35(6), 1012–1025. https://doi.org/10.1086/595022

Qin, X., Jiang, Z. (2019). The impact of AI on the advertising process: The Chinese experience. Journal of Advertising, 48(4), 338–346. https://doi.org/10.1080/00913367.2019.1652122

Qirem, I. A. E., Alshehadeh, A. R., Elrefae, G. A., Eletter, S. (2024). Marketing investment and its impact on profitability and sustainable growth. Journal of Infrastructure, Policy and Development, 8(7), 4788. https://doi.org/10.24294/jipd.v8i7.4788

Schivinski, B., Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323

Scolari, C. A. (2013). Transmedia narratives: When all media count (Spanish). Deusto.

Scolari, C. A. (2017). The transreader. Reading and transmedia narratives in the new ecology of communication (Spanish). Available online: https://hipermediaciones.com/2017/03/02/el-translector-lectura-y-narrativas-transmedia-en-la- nueva-ecologia-de-la-comunicacion/ (accessed on 12 November 2024).

Segev, S., Wang, W., Fernandes, J. (2014). The effects of ad-context congruency on responses to advertising in blogs: Exploring the role of issue involvement. International Journal of Advertising, 33(1), 17–36. https://doi.org/10.2501/IJA-33-1-017-036

Shulga, L. V., Busser, J. A., Bai, B., Kim, H. (2021). Branding co-creation with consumer-generated advertising: Effect on creators and observers. Journal of Advertising, 50(1), 5–23. https://doi.org/10.1080/00913367.2021.1978017

Steyn, P., Ewing, M. T., van Heerden, G., Pitt, L. F., Windisch, L. (2011). From whence it came. International Journal of Advertising, 30(1), 133–160. https://doi.org/10.2501/IJA-30-1-133-160

Tajvarpour, M. H., Pujari, D. (2022). The influence of narrative description on the success of crowdfunding campaigns: The moderating role of quality signals. Journal of Business Research, 149, 123–138. https://doi.org/10.1016/j.jbusres.2022.05.012

Teng, S., Khong, K. W., Goh, W. W. (2014). Conceptualizing persuasive messages using ELM in social media. Journal of Internet Commerce, 13(1), 65–87. https://doi.org/10.1080/15332861.2014.910729

Teng, S., Khong, W. K., Goh, W. W., Chong, A. Y. L. (2014). Examining the antecedents of persuasive eWOM messages in social media. Online Information Review, 38(6), 746–768. https://doi.org/10.1108/OIR-04-2014-0089

Van Noort, G., Himelboim, I., Martin, J., Collinger, T. (2020). Introducing a model of automated brand-generated content in an era of computational advertising. Journal of Advertising, 49(4), 411–427. https://doi.org/10.1080/00913367.2020.1795954

Voorveld, H. A. M. (2019). Brand communication in social media: A research agenda. Journal of Advertising, 48(1), 14–26. https://doi.org/10.1080/00913367.2019.1588808

Voorveld, H. A. M., van Noort, G., Muntinga, D. G., Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38–54. https://doi.org/10.1080/00913367.2017.1405754

Wang, S., Kim, S. (Sam), Agrusa, J. (2018). A comparative study of perceptions of destination advertising according to message appeal and endorsement type. Asia Pacific Journal of Tourism Research, 23(1), 1–15. https://doi.org/10.1080/10941665.2017.1394336

Watts, J. (2018). Trend spotting: Using text analysis to model market dynamics. International Journal of Market Research, 60(4), 408–418. https://doi.org/10.1177/1470785318758558

Woodside, A. G. (2010). Brand-consumer storytelling theory and research: Introduction to a psychology & marketing special issue. Psychology and Marketing, 27(6), 531–540. https://doi.org/10.1002/mar.20342

Xu, X. (2019). Examining the relevance of online customer textual reviews on hotels’ product and service attributes. Journal of Hospitality and Tourism Research, 43(1), 141–163. https://doi.org/10.1177/1096348018764573

Xu, Y., Chen, W., Ow, T. T. (2023). The effects of social media posts’ characteristics on customer engagement: Evidence from WeChat. Information & Management, 60(7), 103854. https://doi.org/10.1016/j.im.2023.103854

Yoo, C. Y. (2011). Interplay of message framing, keyword insertion, and levels of product involvement in click-through of keyword search ads. International Journal of Advertising, 30(3), 399–424. https://doi.org/10.2501/IJA-30-3-399-424

Zhang, H., Choi, Y. K. (2017). Preannouncement messages: Impetus for electronic word-of-mouth. International Journal of Advertising, 37(1), 54–70. https://doi.org/10.1080/02650487.2017.1391679

Zhang, S., Gosselt, J. F., de Jong, M. D. T. (2020). How large information technology companies use Twitter: Arrangement of corporate accounts and characteristics of tweets. Journal of Business and Technical Communication, 34(4), 364–392. https://doi.org/10.1177/1050651920932191