1,862 Results Found

The emergence of short videos has provided a new way for advertisers to place online video advertisements. On short video platforms, the quality of advertisements is the main factor that attracts consumers. This study constructs a model based on adve...

This research investigated the use of consumer neuroscience to improve and determine the effectiveness of action/emotion-based public health and social cause (HSC) advertisements. Action-based advertisements ask individuals to ‘do something&rsq...

This paper addresses the efficiency of Bluetooth Low Energy (BLE) communication in a network composed of a large number of tags that transmit information to a single hub using advertisement mode. Theoretical results show that the use of advertisement...

Organic farming has become popular and in demand among health-conscious people nowadays. Organic vegetables are grown using organic seeds and natural fertilizers. People have turned to using organic food products not only due to them being fresh and...

With environmental problems becoming severe, many firms, including HP, Huawei, and Apple are simultaneously implementing trade-in programs and advertising to stimulate market demand. Offering trade-in service by the manufacturer is a method of price...

Advertisements are often inserted in multimedia content, and this is particularly relevant in TV broadcasting as they have a key financial role. In this context, the flexible and efficient processing of TV content to identify advertisement segments i...

Digital platforms have made Generation Z able to listen to the story from both sides, i.e., the brand’s promotional messages, and the consumers’ experiences. To capture an audience’s attention on endless entertainment and informatio...

We live amidst a flood of information in the internet and digital revolution era. Due to such indiscriminate information access, there are many problems in accurately recognizing the information desired by the user. Moreover, there are many difficult...

Advertisement calls convey individual information and play a vital role in amphibian reproduction. Body size is one of the key factors determining the diversity of frog advertisement calls. P. terentievi is distributed in mountainous areas across Taj...

Diffusion is an inevitable important factor in advertising dynamic systems. However, previous literature did not involve this important diffusion factor, and only involved the local stability of the advertising model. This paper develops a global sta...

The social interest in outdoor advertising signs, which have been recognized as an important element affecting impressions of a town, has been gradually increasing. However, when these signs are fully scattered around commercial areas, an oppressive...

The hometown brand is symbolic of a hometown and can induce homesickness in consumers. Especially for those who live in other countries, it can stimulate their inner sense of belonging, self-identity, and effectiveness, in turn generating a series of...

With the development of online advertising technology, the accurate targeted advertising based on user preferences is obviously more suitable both for the market and users. The amount of conversion can be properly increased by predicting the user&rsq...

We carried out field measurements to determine the contribution of advertisement and decorative lighting to local light pollution in Seoul. We used the lighting limits set by the “Light Pollution Prevention Act”, which regulates light pollution, as m...

Over the past few decades, people in Saudi Arabia have become less inclined to adopt active lifestyles and healthy eating habits due to the increasing use of digital technologies such as social media. The objective of this online-based cross-sectiona...

Advertisements play an important role in communicating with target customers. A higher advertisement frequency increases costs but may increase the chances of acquiring new customers. Moreover, faced with a wide-ranging array of products that might f...

Geographical Information Systems (GIS) have been gaining a growing interest in Turkey. Many local governments and public agencies have been struggling to set up such systems to serve the needs and meet public requirements. Urban life shelters the adv...

While data-driven targeted advertisement enhances content platform profitability, it exacerbates consumer privacy concerns. Transferring privacy control rights to consumers is considered effective in alleviating consumer privacy concerns but risks re...

Visual comfort has a critical effect that significantly influences public appreciation of urban environments. Although colour is an integral part of billboard design, little empirical evidence exists to support some of the popularly held ideas about...

Virtual reality (VR) provides immersive environments that resemble real-world consumption settings, enabling realistic analysis of consumer responses to advertisements. Therefore, VR has been increasingly adopted in marketing. Visual attention is a k...

The aim of this study is to evaluate the influence of public service advertising on the awareness and attitude of Chongqing urban citizens. The theme of the public service advertisement launched in Chongqing was chronic disease prevention and control...

Plastic waste management has become a serious environmental and health concern owing to large amounts of plastic deposits globally. Recently, innovative and sustainable solutions have been introduced (e.g., bio-nanomaterial plastics) to overcome the...

The article addresses modelling of consumer engagement in video advertising based on automatically derived low-level video features. The focus is on a young consumer group (18–24 years old) that uses ad-supported online streaming more than any...

As ad-supported subscription models proliferate across over-the-top (OTT) media platforms, understanding the psychological mechanisms and perceptual factors that underlie consumers’ transition decisions becomes increasingly consequential. This...

Owing to the emerging challenges on global food security and the decade of controversies over genetically modified food (hereafter GMF), the present study aims to explore the effects of advertisement framing on health and environmental benefits, sour...

With the rapid growth of social media platforms, short video advertisements (SVAs) have been a dominant channel for product sales. However, how to design SVAs that effectively drive product sales, especially in relation to previous SVAs and the relat...

Social media platforms such as Facebook have been a crucial web traffic source for content providers. Content providers build websites and apps to publish their content and attract as many readers as possible. More readers mean more influence and rev...

With a diversity of promotional channels and ever-increasing numbers of participants, the tourism industry in Taiwan faces keen competition. Along with the direct cross-strait flights policy, groups like Eastern Multimedia Group, Tsann Kuen Enterpris...

Short video platforms have problems with increased competition and low advertising conversion rates. Although social presence is closely related to consumer engagement, research regarding the impact of social presence on consumer engagement in short...

Advertising has been one of brands’ main allies in successfully promoting their products and services, creating trends and changing consumer mindsets, which allows them to increase sales and consequently achieve commercial success. The advertis...

Current research on consumer behavior of green advertising mostly focuses on advertising attitude or consumer behavior, while few studies have extended the topic to explore the consumers’ behavior after green consumption. The “Licensing e...

Virtual reality (VR) applies various types of advertisements (ads) to promote brands while collaborating with companies. This study aims to present effective advertisement types by verifying user responses in a VR environment. First, by analyzing the...

Green marketing has been a growing trend in recent years as companies aim to align their business practices with environmental sustainability. This research aimed to examine the impact of green marketing strategies—including green advertisement...

If a company wants to succeed in a tough competitive environment, it must consider all the options to be more visible. One of these possibilities is advertising, which exists in a considerable variety of forms. Therefore, our goal was to conduct a su...

It is known that perceived intrusiveness and privacy concerns, mediated by irritation, indirectly affect advertising avoidance. This research attempts to verify the importance of perceived advertising value by investigating its moderated mediation ef...

With the evolution of the Internet and smartphone devices, Internet advertising has become one of the most important methods for delivering promotional marketing messages to customers. However, the efficiency of Internet advertising for microenterpri...

We study a simple model in which two vertically differentiated firms compete in prices and mass advertising on an initially uninformed market. Consumers differ in their preference for quality. There is an upper bound on prices since consumers cannot...

Although artificial intelligence technologies have provided valuable insights into the advertising industry, more comprehensive studies that properly examine the applications of AI in advertising using scientometric network analysis are needed. Using...

Storytelling in advertising is an organising principle through which narrative meaning can be constructed at different but interconnected levels, from individual advertisements to campaigns and more enduring brand narratives across changing media env...

Tourism destination marketers increasingly rely on video advertising, yet the psychological mechanisms linking perceived advertising design and destination familiarity to engagement remain underspecified in tourism contexts. Drawing on narrative tran...

Companies and brands are increasingly addressing issues of sustainability in their marketing and advertising as they respond to consumers’ evolving interests and preferences. While studies have examined the presence of sustainability messages i...

While ESG goals are now central to corporate strategy, disclosures often fail to engage consumers. This study identifies which message elements in ESG goal advertisements best translate disclosures into consumer responses through social media. Using...

This review addresses the issues of low consumer engagement and market development difficulties in intangible cultural heritage (ICH) products. Dietary ICH products are selected as research materials to discover contemporary commercial survival paths...

The aim of this paper is to shape the identity of digital video advertising in the new digital media landscape, focusing on whether and to what extent popular digital ads on social media are differentiated from traditional television ads in the conte...

This study examines how the COVID-19 pandemic affected the trends and theoretical development of advertising research. By using appropriate keywords, this research selected 210 articles from the Web of Science database. We applied bibliometric analys...

As online video viewing increases, so does the size of the online video advertising market. However, it is challenging to create an advertising creative suitable for online video services. Advertising likeability helps to provide the strategies neces...

Overweight and obesity rates have increased worldwide in the last decades. The marketing strategies of food considered to be unhealthy significantly exacerbate the childhood obesity dilemma. Studies typically analyze the content of advertisement in t...

Regardless of the platform or Apps the number of users is a prerequisite for monetization. Considering in-App advertising, through the optimal control theory, this paper establishes a dynamic advertising strategy model of one platform and n Apps unde...

With increasing obesity rates and the daily overload of unhealthy food appeals, an important objective for advertising today is to promote healthy food consumption. According to previous research, sensory food advertisements referring to multiple sen...

Can advertising improve firm value following an incident of negative sustainability (i.e., a negative environmental, social or governance (NESG) occurrence?) This study provides an empirical investigation into NESG, its individual domains, and the mi...