Transformative Advertising Research: Driving Positive Social Change and Well-Being (New Horizons in Marketing series) - Hardcover

Hardcover

ISBN 10: 1035339447 ISBN 13: 9781035339440

Publisher: Edward Elgar Publishing, 2026

Synopsis

This resourceful book examines Transformative Advertising Research as both a conceptual framework and an emerging subfield of advertising dedicated to enhancing well-being across individuals, institutions and society. Scholars from across the globe examine its origins, impact and offer future research directions for the field.

Contributors apply a transformative lens to a variety of research areas, including AI, brand activism, consumer resistance, aging, gender and race as they relate to advertising and media. Chapters explore both theoretical and practical examples of advertising being leveraged for societal improvement, such as the EASE framework to ethically leverage AI and the role of women leaders in changing the advertising landscape. By advancing theory and practice, this book serves to catalyze scholarship, transform advertising practice and act as a pedagogical resource for fostering well-being and positive social change among the next generation of researchers and practitioners.

Transformative Advertising Research is a crucial resource for scholars and students in advertising, communications, marketing and business and management. Educators and practitioners in the field will also benefit from the insights in this book.

About this title

About the Author

Edited by Linda Tuncay Zayer, Professor of Marketing and the John F. Smith Jr. Chair of Business Administration, Department of Marketing, Quinlan School of Business, Loyola University Chicago, USA

Edition details

• Publisher: Edward Elgar Publishing
• Publication date: 2026
• Language: English
• ISBN 10: 1035339447
• ISBN 13: 9781035339440
• Binding: Hardcover
• Number of pages: 210
• Editor: Zayer Linda Tuncay