The Journal of Interactive Advertising (JIAD) is published to contribute to the development of knowledge about advertising and commercial communication that is interactive in nature. Interactivity may be construed as “human-machine-human”, “human-machine”, “human-message”, or “machine-machine” mode for the purposes of JIAD. Articles submitted to JIAD should make a contribution to knowledge in the field of interactive communication. No one discipline or no single methodology is viewed as inherently superior. Research based in any of the social sciences is welcome.

JIAD accepts original, quality manuscripts of a theoretical, empirical, methodological, and/or philosophical nature. Manuscripts dealing with conceptual issues in interactive communication are especially solicited. A submitted manuscript or similar version of it must not have been previously published, accepted for publication or be currently submitted for publication elsewhere. The editors are responsible for the selection and acceptance of manuscripts but the responsibility of statements expressed and accuracy of facts in manuscripts rests solely with the individual author(s). JIAD is not responsible for unsolicited manuscripts.

Format and Length

As a general rule, manuscripts of 5,000 to 8,000 words excluding tables and exhibits are preferred. Those of longer length will be considered based upon the judged page and contribution ratio. Articles may contain any combination of text, tables, graphics, animation, or audio component. JIAD editors will make every possible effort to accommodate presentation formats. Authors unfamiliar with non-text file formats or who are not familiar with hyperlinks may turn to the JIAD editors and staff for assistance in incorporating pictures, sound clips, and links to sources in their submission. Manuscripts may use external hyperlinks.


Manuscripts must be accompanied by an abstract of 100-120 words in length. Write the title of your paper at the top of this page followed by “Abstract” centered at the top of this page. The author(s) should not be identified on this page.

Author identification

Articles will be reviewed in a double-blind fashion, shielding authors’ and reviewers’ identities wherever possible. Authors should remove all indicators of their own identity or to that of their institution.


The Journal of Interactive Advertising follows a reference format identical to that used by the Journal of Advertising. Portions of the guidelines from the Journal of Advertising are reproduced below for reference followed by the JIAD citation format for hyperlink references.

Reference cites in the text of a manuscript should be in parentheses, by author’s last name and year of publication [e.g., (Smith 1980)]. If an author’s name is used within a sentence, the name should be followed by the year of publication [e.g., …work by Smith (1983)]. If a page is cited, it should be noted within the parentheses [e.g., (Smith 1985, p.35)]. For multiple-authored publications, up to three authors, should be cited; publications with four or more authors should be cited by the first author’s name, followed by “et al.” [e.g., (Smith et al. 1985)]. Do not use punctuation within parentheses, except when there is a string of references [e.g., (Jones 1983; Smith 1985; Wilson et al. 1985)]. References are to be listed alphabetically, surname first followed by publication date in parentheses. Ensure that the first names of all authors are completely spelled out.

References for periodicals are to include author(s) name, publication date, article title, name of periodical, volume number, issue or month, and page numbers. For example: Sternthal, Brian and C. Samuel Craig (1974), “Fear Appeals: Revisited and Revised,” Journal of Consumer Research, 1 (December), 23-24. References for books are to include author(s) name, publication date, title of book, and location and name of publisher. For example: Rossiter, John R. and Larry Percy (1987), Advertising and Promotion Management, New York: McGraw Hill, Inc. References for works published in an edited book or proceedings are to include volume number if applicable, name of editor(s), location and name of publisher, and page numbers. For example: Carey, James W. (1960), “Advertising: An Institutional Approach,” in the Role of Advertising in Society, C.H. Sandage and Vernon Fryburger, eds., Homewood, IL: Richard D. Irwin, 3-17. Works published in the same year by the same author(s) are to be differentiated by letters after the date (e.g., Smith 1983a, 1983b). For more specific details consult the most recent A Manual of Style, University of Chicago Press.

An online reference should include author’s name (if known); title of document, in quotation marks; title of complete work (if applicable), in italics or underlined; date of publication (if known); URL, in angle brackets; date of access, in parentheses. For instance,

Paul A. Pavlou and David W. Stewart (2000), “Measuring the Effects and Effectiveness of Interactive Advertising: A Research Agenda,” Journal of Interactive Advertising, 1(1) (accessed on 9/15/2000).


The Journal of Interactive Advertising does not use footnotes. All material must be incorporated within the body of the text. Acknowledgments may be used and are encouraged.

Hypertext links

The JIAD uses hyper links within an article to facilitate navigation. All files that are linked from an article should be submitted with the article, and will be published with the article. Hyperlinks of all types are encouraged within the body of the manuscript. However, because many networked resources are ephemeral, the author(s) should assume responsibility for attempting to use “fresh” and long-living pointers in the body and references of the manuscript.


Authors should submit their manuscripts to the Editors of JIAD using a standard word-processor file format such as Word or WordPerfect or other text file editor. For external links (links to files on other Web sites), absolute links (not relative links) are required. They should be inserted behind the word or sentence or paragraph to which they refer and enclosed by parentheses. All files (graphics, audio, video, and other formats) that are internally linked from the manuscript should be submitted along with the manuscript as attachment files. Zipped archives containing all files are especially preferred. The editorial staff of JIAD will convert the document into standard JIAD HTML format and activate the links in your document.

Submitted articles should be e-mailed to the editors at ([email protected]). Submissions to the JIAD must be accompanied by a “cover note” e-mailed to the editors, describing (1) the title of the submitted article, (2) names and formats of the manuscript file and all other files, and (3) e-mail and mailing addresses for author(s). Short bios are needed for authors of accepted manuscripts.

Acknowledgments will be sent by e-mail within a week of the date of submission. Up to three reviewers may be used in a blind review process. Upon return of the reviews, the accept/reject/revise decision is made by the Editors and the author(s) is (are) notified via email. Reviewer comments are provided to the author(s).

Publication Ethics and Copyrighted Material

JIAD maintains a double blind peer-review process in which reviewers are asked to evaluate the quality of the submission in advancing our understanding of interactive advertising. In addition, JIAD enforces a strict policy regarding plagiarism and will screen all submitted papers to anti-plagiarism software. We ask all authors to ensure their manuscripts meet standard citation practices and acknowledge the contribution of other researchers working in the field.

In addition, copyright law prohibits a manuscript from appearing in more than one copyrighted publication. Authors are responsible for obtaining permission to use any copyrighted material in their manuscripts. Allowing an article to be published in the Journal of Interactive Advertising is a guarantee that it has not been nor will be published in any other copyrighted publication.