...Luis M. Romero-Rodriguez; Bárbara Castillo-Abdul Purpose This study examines the research that has been conducted on user-generated advertising content in the social marketing strategies of commercial brands to understand the phenomenon, explore academic interest in the topic and identify areas...

...Tom McManus; Yair Holtzman; Harold Lazarus; Johan Anderberg; Johan Anderberg; John Morris Purpose The purpose of this article is to demonstrate to advertising professionals and students with an interest in marketing how one of the largest and most successful advertising companies in the world...