Advertising Confluence: Transitioning Marketing Communications into Social Movements

  • Anshu Saxena Arora
  • Sabine Bacouël-Jentjens

Part of the International Marketing and Management Research book series (INMAMAR)

Table of contents

  1. Front Matter
    Pages i-xvi
  2. Anne-Sophie Bacouël, Sabine Bacouël-Jentjens
    Pages 1-13
  3. John Hudson, Anshu Saxena Arora
    Pages 14-27
  4. Manon Rebufet, Leila Loussaief, Sabine Bacouël-Jentjens
    Pages 45-60
  5. Eric Billinger, Amit Arora
    Pages 61-74
  6. Grace Curry, Ulysses Brown III, Jun Wu, Anshu Saxena Arora
    Pages 88-98
  7. April Harris, Reginald Leseane
    Pages 99-116
  8. Lisa Yount
    Pages 117-118
  9. Back Matter
    Pages 119-122

About this book


Advertising Confluence offers a unique blend of both traditional and contemporary social media thinking about advertising and integrated brand promotions throughout the world. Dr. Arora Anshu and Dr. Sabine Bacouel-Jentjens bring together articles that analyze creative social advertising in US, France, and Tunisia and offer a wide spectrum of advertising confluence from both the developed and emerging world. Contributors focus on both empirical studies with practical application as well as examinations of theoretical and methodological developments in the field of advertising studies. In all, they examine the wide range of global and local advertising strategies, the depth of integrated marketing communications, and the future of social media advertising.


Advertising confluence Marketing Communication Social Networks Moral Entrepreneurs Media Advertising Appeals Polysemy Country of Origin Branding Stereotypes Advertising brand communication Diffusion Entrepreneurs marketing networks Promotion social media strategy success

Editors and affiliations

  • Anshu Saxena Arora
    • 1
  • Sabine Bacouël-Jentjens
    • 2
  1. 1.Savannah State UniversityUSA
  2. 2.ISC Paris Business SchoolFrance

Bibliographic information

Industry Sectors
Materials & Steel
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods