Search Results (681)

Creative expression is no longer separate from monetization. It is increasingly structured by the business models that platforms provide. Content monetization has evolved rapidly: early models focused on advertising revenue, followed by brand partnerships, and most recently, the integration of commerce-oriented features at the platform level. YouTube, for example, launched its YouTube Shopping service in South Korea in June 2024, enabling creators to sell products directly through their content. This development demonstrates that commerciality has become intrinsic to the creator economy. While prior research has emphasized factors such as authenticity, less focus has been placed on commerciality itself. This study addresses this gap by analyzing how varying levels of content commerciality affect performance, using real-world data from a Korean YouTube beauty creator agency (N = 286 short-form videos). The analysis tests the effects of three revenue models (organic, sponsored, and content-driven commerce) and two content types (context-focused and product-focused) through multiple regression. Results reveal a trade-off between engagement and revenue, as while content-driven commerce generates significantly higher engagement than sponsored content, it yields lower immediate revenue. Regarding content strategy, contrary to expectations, product-focused content consistently outperforms context-focused content in driving engagement, except within sponsored videos where a context-focused approach effectively mitigates the negative impact of overt commercial intent. These findings demonstrate the divergent efficacy of monetization models and content strategies in the short-form ecosystem. By empirically validating the relationship between commerciality and performance, this study advances theoretical discussions on the platform-driven creator economy and offers practical insights for creators, brands, and platforms navigating this evolving environment. Full article

Background: Cervical cancer remains a leading cause of cancer-related deaths among women in Nigeria. In 2023, the Government of Nigeria, with support from Gavi and partners, introduced the single-dose human papillomavirus (HPV) vaccine through a phased, school-based campaign. The first phase was launched in October 2023 across 16 states, followed by a second phase in May 2024 that expanded coverage to the remaining states and the Federal Capital Territory. This study evaluates the additional impact of a behavioral insights–informed digital intervention, comprising a social media campaign amplified by trained pharmacists serving as local influencers, implemented in 2025 to increase acceptance and uptake of HPV vaccination during routine immunization. Methods: A pre-test/post-test quasi-experimental design with a control group was implemented in three Nigerian states in 2025 to assess the additional impact of a behavioral insights–informed social media campaign designed to strengthen social approval for HPV vaccination, increase awareness of vaccination locations, and reinforce caregivers’ recognition of their adolescent daughters’ desire to be vaccinated. Messages were amplified by trained pharmacists who served as local influencers. Caregivers of adolescent girls aged 9–17 years were recruited online through targeted Facebook and Instagram advertisements during Nigeria’s transition from school-based HPV vaccination campaigns to routine immunization. Caregivers in treatment areas were exposed to geofenced social media advertisements on Facebook and Instagram and pharmacist counseling, while those in control areas were not. Logistic regression models using a difference-in-difference approach estimated the campaign’s effect on HPV vaccination, controlling for caregiver and adolescent characteristics. Additional statistical models assessed the campaign’s impact on caregivers’ motivation and ability—key drivers of behavior according to the Fogg Behavior Model. Results: HPV vaccination increased at a significantly higher rate in the treatment compared to the control area. The adjusted odds of an adolescent girl being vaccinated were 1.48 times higher in the treatment area at follow-up (95% CI: 1.14–1.92). Adjusted marginal effects indicated that exposure to the campaign increased the probability of vaccination by 8.9 percentage points relative to the control group. The rate at which caregivers’ motivation (aOR = 1.31, 95% CI: 1.00–1.70) and ability (knowing where to get vaccinated: aOR = 1.38, 95% CI: 1.07–1.79; ease of vaccination: aOR = 1.59, 95% CI: 1.22–2.06) increased was also higher in the treatment area. There was no relative increase in intervention versus control groups in factual knowledge regarding HPV vaccination. Conclusions: A behavioral insights–informed social media campaign in which pharmacists served as influencers was associated with higher HPV vaccine uptake during routine immunization. The higher rate of vaccination observed in intervention areas was associated with higher rates of caregiver motivation and ability but not with higher rates of caregiver knowledge. These findings are consistent with the potential of behavioral insights–informed digital campaigns to complement routine immunization efforts and improve vaccine uptake in low- and middle-income countries. Full article

The growing demand for organic food has increased the need to understand how green communication strategies shape sustainable food consumption. Based on the Stimulus–Organism–Response (SOR) model, this study examines whether Green Advertising, Social Media Content, and Ecolabels function as external stimuli that influence Environmental Attitudes and how these attitudes affect Green Purchasing Behavior, while also assessing the moderating role of age. A cross-sectional quantitative design was implemented, using a structured questionnaire administered to organic consumers in Ecuador. Data were collected from a sample of 739 consumers between December 2025 and January 2026 using a structured online survey administered via Google Forms. This study employed partial least squares structural equation modeling (PLS-SEM) to test the proposed hypotheses. The findings reveal that Green Advertising, Social Media Content, and Ecolabels positively influence Environmental Attitudes, which in turn significantly predicts Green Purchasing Behavior. However, age does not have a significant moderating effect on the proposed relationships. The findings suggest that green marketing strategies may be more effective when aligned with the development of pro-environmental attitudes. Thus, this study highlights the importance of incorporating attitudinal components into the design of marketing initiatives. Full article

E-commerce platforms are increasingly adopting cross-platform targeted advertising strategies, and the design of such strategies warrants attention. Focusing on cooperation between e-commerce and social media platforms, this study considers targeting precision, advertising intensity, privacy concerns and social utility on the effectiveness of targeted advertising. Using a game-theoretic model, we examine the decision between single- and cross-platform for e-commerce platforms in fully and partially overlapping user groups. The main findings indicate that (1) the social utility of social media platforms is a key factor in implementing cross-platform targeted advertising; (2) cross-platform targeted advertising is not always the optimal choice for e-commerce platforms; and (3) low-precision cross-platform strategy achieves three-party optimum in fully and partially overlapping user groups. The implications of the main findings include: (1) e-commerce platforms should prudently use social media platforms instead of relying excessively on their traffic; (2) e-commerce platforms should not regard cross-platform cooperation as the default option but as a differentiated, situation-specific decision; and (3) e-commerce platforms should promote co-creation of value and proprietary data accumulation when cooperating with social media platforms. The findings can help e-commerce platforms to choose proper targeted advertising strategy in practice. This study also provides a theoretical supplement for cross-platform targeted advertising research. Full article

As social networks continue to expand, smart advertising increasingly depends on machine learning to deliver personalized and effective advertisements. Federated Learning (FL) is a distributed learning paradigm that supports privacy-preserving advertising by training models locally while avoiding direct sharing of raw user data. However, ensuring the correctness, reliability, and operational robustness of FL-driven smart advertising systems remains a significant challenge, particularly in distributed and user-facing environments. In this study, we investigate the use of model checking as a formal verification technique for validating key properties of an FL-based smart advertising workflow in social networks. We combine a structured finite-state modeling approach with Linear Temporal Logic (LTL) specifications and model-checking tools to assess correctness, availability, and baseline privacy requirements. Using controlled simulation-based configurations, we show that, for a setup with 100 users and 20 edge servers, the system delivers advertisements to all users and the global model successfully processes 200 out of 200 requests. We further analyze verification overhead through detection-time measurements, observing an increase in average detection time from 10.05 s to 11.98 s as the number of users rises from 20 to 100. These results indicate that the proposed framework can provide practical assurance for FL-enabled smart advertising workflows, support more reliable deployment in distributed intelligent systems, and improve trustworthiness in real advertising applications. Full article

This study investigates how innovative social media marketing activities influence consumer inspiration, food pleasure, and behavioral intentions in the context of hedonic food consumption and digital marketing innovation. Data collected from 425 consumers who had tried Dubai chocolate products in Türkiye were analyzed using the partial least squares structural equation modeling (PLS-SEM) method with SmartPLS 4 software. The results indicate that personalization, trendiness, and advertisement dimensions significantly enhance consumer inspiration, whereas entertainment and interaction dimensions show no significant effects. Consumer inspiration positively influences repurchase intention, recommendation intention, willingness to pay more, and food pleasure. Furthermore, food pleasure exerts a significant positive effect on recommendations and willingness to pay more but not on repurchase intention. Mediation analysis revealed that food pleasure partially mediates the relationships between consumer inspiration, recommendation intention, and willingness to pay more, whereas no mediating effect was found for repurchase intention. These findings contribute to innovation and knowledge literature by demonstrating how digital marketing activities foster emotional engagement, enhance consumer experiences, and promote sustainable behavioral intentions in the hedonic food sector. Full article

The moiré effect in refractive objects is rarely studied, especially in dynamics. We conducted a theoretical and experimental study of the dynamic moiré effect in rectangular containers with a refractive substance. We generalized the moiré magnification coefficient. The velocity was measured experimentally. Formulas for the moiré magnification and the velocity of moiré patterns in rectangular containers with a refractive substance were obtained. The formulas were analyzed in detail, and numerous special cases were identified. The visual effect of the counter-movement of the moiré patterns was predicted theoretically and observed experimentally. This study is important for understanding the dynamic physical properties of the moiré effect with refraction. In practice, the results can be used to measure refractive indexes or levels, as well as in advertising. Full article

While prior research has shown that loneliness has negative consequences on individuals’ mental and physical health, little is known about when and how individuals emotionally recover from it. This study investigates whether individuals’ engagement in green consumption alters the extent to which they emotionally recover from loneliness. Across behavioral experiments, we show that green consumption offers emotional benefit for those experiencing loneliness through their perceived social value. This research advances the theoretical understanding of the effectiveness of green consumption in emotional recovery from loneliness. Moreover, we provide practical guidance for marketers to design advertisements and campaigns that emphasize the social and environmental benefits of green consumption. Full article

This exploratory eye-tracking study investigates how the emotional content of food bank advertisements influences food donor perception and visual attention. It does so by addressing a gap in the literature on eye-tracking applications in food donation contexts and social neuroscience. Visual attention represents a fundamental behavioural precursor to decision-making, yet its role in charitable communications remains underexplored. The objective of this research was to investigate how the content of food bank advertisements is associated with the way that potential food donors perceive food bank posters on a cognitive level. This study adopted a social neuroscience approach, using the methodology of eye-tracking to examine the visual attention patterns that form while viewing food bank posters. Participants (N = 96) viewed four posters varying in their emotional appeal, i.e., positive, neutral, negative and cognitive dissonance, while their eye movements were being recorded. Results revealed the robust attentional prioritisation of generic pictorial content over specific organisational logos or abstract symbols across all metrics and posters with large effect sizes (r = 0.69–0.87). It was found that pictures captured participants’ attention three to seven times faster than logos and also received two to seven times more fixations. The poster carrying a negative appeal elicited the strongest pictorial advantage, consistent with the negativity bias in attention allocation. Exploratory analysis found no significant correlation between participants’ past charitable behaviour and visual attention patterns, thus suggesting that the Picture Superiority Effect operates universally, regardless of individual past charitable behaviours. This is the first eye-tracking study examining donor-facing food bank communications in Poland, contributing to social neuroscience approaches in prosocial behaviour research. Findings suggest charitable organisations should prioritise emotionally engaging pictures’ inclusion over logo prominence in their visual communications messaging. Full article

This study assesses the effectiveness of social media advertising campaigns in the supermarket sector by combining managerial insights with multi-criteria decision analysis (MCDA) to support informed, sustainable decision-making. Considering the ever-increasing complexity of digital communication and the growing need for sustainable marketing resources, supermarkets require effective methods to evaluate social media platforms beyond isolated metrics. The study employs the Visual PROMETHEE program, an MCDA that incorporates qualitative insights from 27 supermarket managers in Northern Greece, along with the PROMETHEE II multi-criteria decision analysis method. At the outset, managers evaluated the importance of thirty-four social media performance factors with a five-point scale. Seven core evaluation criteria are identified by aggregating importance ratings and qualitative analysis: return on investment, revenue contribution, lead generation, engagement, cost efficiency, feedback, electronic word of mouth (eWoM), and reach. The use of these criteria later led to the evaluation of seven major social media platforms. A transparent ranking of platforms is presented, based on the results. The ranking highlights significant performance differences across financial, engagement, and reputational dimensions. The findings demonstrate the importance of integrating managerial guidance with multi-criteria analysis to inform long-lasting and evidence-based marketing decisions in retail. Full article

This paper investigates cooperative advertising decisions in production–retailing channels for seasonal products under demand seasonality. We develop analytical game-theoretic models to examine how advertising cooperation influences channel coordination and profit distribution between manufacturers and retailers. Two channel structures are considered: a single-manufacturer–single-retailer channel and a single-manufacturer channel with two competing retailers. For each structure, Stackelberg and Nash equilibrium settings are analyzed and compared. Our results show that cooperative advertising can serve as an effective coordination mechanism by increasing advertising intensity and improving channel efficiency. Retailers always benefit from manufacturer-supported advertising through cost sharing and higher profitability, whereas the manufacturer’s incentive to participate depends on whether demand expansion outweighs shared advertising costs. Importantly, we demonstrate that channel leadership plays a critical role: the Stackelberg equilibrium consistently dominates the Nash equilibrium in terms of total channel profit. This study contributes to the cooperative advertising literature by explicitly incorporating demand seasonality and competing retailers, and by clarifying when cooperative advertising leads to Pareto improvements in seasonal supply chains. Full article

Social networks are now integral to corporate strategy and daily social life. They enable the rapid and extensive dissemination of information, proving highly effective for promoting hotel marketing content. Consequently, they facilitate interaction and engagement between hotels and their customers, serving both advertising and evaluation purposes. This study aims to analyse the use of the Facebook social network by luxury wine hotels located in countries associated with the Mediterranean Diet. An analytical model examining the variables of content, interactivity, and visibility was employed. A total of 17 luxury hotel pages were analysed, with data collected using the Karma Fanpage platform, an online tool for social media analysis and monitoring. The findings indicate that the majority of profile posts were photographs, and that this format generated the highest number of user reactions. It is recommended that hotels publish more photographic content to foster greater engagement and conduct further analysis of the specific types of posts that elicit the most reactions. Full article

This study examines sector-specific patterns of remarketing implementation in manufacturing and service industries and evaluates their effectiveness during digital transformation from a sustainability perspective. Using a mixed-method approach, the research combines descriptive analysis of enterprises’ digital maturity with Monte Carlo simulation modeling of remarketing campaign performance based on key parameters such as budget allocation, conversion efficiency, customer lifetime value, personalization intensity, and investment in AI-driven analytics. The results demonstrate that remarketing enhances traffic, user engagement, and return on investment; however, its sustainability depends on sectoral characteristics and behavioral responsiveness. AI-powered personalization is identified as a critical factor in reducing ad fatigue and improving conversion stability. While manufacturing firms tend to achieve higher but more volatile returns, service-sector companies demonstrate more stable outcomes due to greater digital adaptability and more intensive use of dynamic advertising tools. The findings highlight that sustainable remarketing strategies require sector-specific adaptation to balance economic efficiency, technological investment, and long-term consumer engagement, thereby supporting resilient and sustainable business development in the digital economy. Full article

Digital retailing increasingly relies on short-form video advertising where human and AI presenters coexist, requiring consumers to form rapid social judgments based on minimal perceptual cues. This research examines how presentation format shapes consumer responses through perceived creator responsibility and effort, and how viewer-inferred privacy concern moderates these effects. Drawing on social cognition, deindividuation, and heuristic-cue perspectives, two online experiments (N = 656; N = 769) compared a human presenter with captions-only and with an AI avatar in retail-product video scenarios. Across both studies, the presence of a human presenter enhanced attitudes toward the video, perceived usefulness, trust, and purchase intention by sequentially increasing perceived responsibility and effort, reflecting viewers’ attributions of agency and motivational investment. Viewer-inferred privacy concern weakened these effects by attenuating responsibility attributions, demonstrating how contextual explanations recalibrate social judgments. The findings show that minimal human cues function as social cognitive signals of accountability in digital retail advertising. This research advances understanding of human judgment and decision making in consumer contexts and offers guidance for balancing human and AI communication under privacy-sensitive conditions. Full article

Many retailers start to implement the practice of buy online and pick up in store (BOPS) by integrating their online and offline channels. In this paper, we study the effects of BOPS cooperation (i.e., channel cooperation) in the presence of advertising competition. We first investigate how BOPS cooperation affects online and offline retailers’ advertising levels, prices, demands and profits under fixed and optimized pricing strategies and further explore the conditions under which retailers decide to implement BOPS cooperation for greater benefits. Next, we conduct a comparative study of the two pricing strategies before and after BOPS cooperation, examine the impact of different pricing strategies on advertising levels, and assess retailers’ preferences for the two pricing strategies. We also perform numerical examinations to derive insights into when BOPS cooperation is most appropriate and what advertising and pricing strategies are optimal for retailers. The numerical results show that implementing BOPS cooperation is not necessarily optimal for online and offline retailers and that the offline hassle cost, commission level and convenience coefficient in BOPS are the major determinants of retailers’ profitability. We also find that the BOPS convenience coefficient can be a partial compensation for the competitive effect of advertising in the optimized pricing strategy. In addition, we identify conditions under which retailers are better off in different cases. In particular, we find that when BOPS commission is high and offline hassle cost is low, online and offline retailers can benefit more from the optimized pricing strategy. Full article