252 Results Found

The exponential growth of advertising in enhancing consumer impulsivity has drawn the interest of many researchers to explore the various dimensions of advertising and its effective modeling. The branded apparel product market has grown significantly...

The present study examines the effects of sustainable corporate social responsibility (CSR) practices on impulse buying intention through the moderating role of social media advertising. We employ non-probability sampling techniques, specifically pur...

This case study aims to explore how customer journey concepts can apply to a hypothetical scenario, centring on a patient (customer persona) within the dentistry arena, and with a particular focus on special care dentistry. As an educational exercise...

Family physicians act as gatekeepers of the healthcare system and have an indispensable role in providing holistic care in the primary care system. While previous studies had focused on the geographic maldistribution of family physicians, the current...

Pet owners rely on information and advice from their veterinary practice to effectively manage their pet’s weight. This study investigated weight management information and services displayed on practice websites in Ontario, Canada. Information...

The burgeoning landscape of social media advertising also faces a myriad of challenges. This study aims to explore the interactive effect of advertising appeal (abstract vs. concrete) and narrative person (first-person vs. third-person) on consumer a...

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...

Online advertising is a wealthy industry that generated more than $100B in 2018 only in the US and delivers billions of ads to Internet users every day with. These impressive numbers have also attracted the attention of malicious players that try to...

Over the last two decades, we have witnessed a fundamental transformation of the advertising industry, which has been steadily moving away from the traditional advertising mediums, such as television or direct marketing, towards digital-centric and i...

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...

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...

Dietary supplements are widely advertised and the market is expanding worldwide. Research suggests that dietary supplement advertising may lead consumers to make inappropriate health-related decisions, to express behaviors such as overdosing, and to...

Despite the rapidly growing expenditure on digital advertising, the effectiveness of the functioning of the digital advertising ecosystem is becoming less and less visible. This is related to the fact that only a small part of the expenditure incurre...

Green advertising is one of the important tools for companies to carry out marketing activities, and it is especially important for green brand owners to improve the persuasive effect of green advertising. Existing studies focus on the effectiveness...

Customers feel a degree of ambiguity associated with low-carbon products, such as remanufactured products, and undervalue them. Although green advertising significantly impacts consumers’ acceptance of remanufactured products and the low-carbon...

In UGC-based knowledge trading platforms, the abundance of personalized content often leads to varying quality levels. By incorporating embedded advertising, platforms can incentivize knowledge producers to produce high-quality content; however, the...

Environmental sustainability is a concept with increasing importance in the way organizations think and outline their cultures, practices, and business strategies to become more attractive. In this sense, the present study aims to understand whether...

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...

Advertising can influence and change consumers’ attitudes, habits, and behaviour and can therefore be a way to promote sustainable mobility and multimodality in urban transport systems. This paper focuses on the following questions: what is the...

Advertising images constitute an important factor influencing consumer purchase intentions in commercial settings. Drawing on the perspective of self-conscious emotions, this study examines the impact of advertising image types for fresh agricultural...

Digital advertising has been frequently used for the promotion of e-commerce among individuals. However, little is known about the function of cultural factors that can outline the effectiveness of digital advertising practices to alter attitude and...

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...

Horizontal differentiation is generally derived from the aggregate utility function and is assumed to be symmetric. However, empirical work suggests that asymmetric horizontal differentiation can exist in practice. This paper examines the topic of as...

The progressive rise in Canadian child obesity has paralleled trends in unhealthy food consumption. Industry has contributed to these trends through aggressive food and beverage marketing in various media and child settings. This study aimed to asses...

This study examines the efficacy of a novel form of consumer-generated content (CGC) digital advertising, termed “directed” consumer-generated content (DCGC), in comparison to traditional brand-created social media advertisements. The ana...

Despite advancements in digital technology, outdoor advertising remains a robust communication tool with broad audience appeal. However, heightened environmental awareness necessitates proactive measures within the industry. This study examines the e...

Video games have become one of the most influential digital entertainment platforms. They offer advertisers new opportunities through in-game placements. This study examines the relationship between the socio-demographic characteristics of gamers (ge...

Popular social media platforms have been actively used by ultra-processed food companies to promote their products. Being exposed to this type of advertising increases the consumption of unhealthy foods and the risk of developing obesity and other no...

This study investigates how traditional versus modern Chinese ink painting styles in tourism advertisements affect viewers’ visual attention, aesthetic evaluations, and tourism intentions. Using eye-tracking experiments combined with surveys and inte...

Background: Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral m...

Introduction: As the pharmaceutical advertising landscape evolves with digital advancements, this study examines public awareness and perceptions of medication advertisements in Saudi Arabia. It focuses on the effects of regulatory frameworks and eva...

In the two-sided market for online streaming content, the platform’s co-opetitive strategy has been wildly discussed, where the platforms cooperate in sharing the broadcasting right of content and meanwhile compete for both subscribers and adve...

The UK online puppy trade has rapidly outgrown the current legislation, aided by the anonymity provided by classified advertisement platforms. In an effort to meet increased demand, some unregulated and regulated breeders may have employed practices...

The practice of unsolicited advertisements on social media has grown prevalent. This data article presents 837 US-based social media users’ consumer perceptions of such advertisements. Understanding how consumers perceive unsolicited advertisin...

Online personalized advertising has been widely adopted in China in the recent years, leading to both positive and negative results. This study endeavors to examine the impact of perceived personalization of online advertising on consumers’ att...

Improper disposal of household unwanted medications (UMs) is an emergency problem around the world that adversely affects the sustainability of the environment and human’s health. However, the current disposal practices, mainly based on advertising a...

This paper investigates the optimal inter-organization control of collaborative advertising considering the myopic and far-sighted behaviors. Taking a two-echelon supply chain as an example, four kinds of differential game models including myopic Sta...

As augmented reality (AR) advertising becomes increasingly prevalent across digital platforms, understanding how its unique features influence consumer responses is critical for both theory and practice. Based on the elaboration likelihood model (ELM...

The advertising industry is also responsible for promoting a sustainable future for our planet. Besides launching messages of environmental respect, it is essential to choose and use advertising tools that will leave the lightest footprint in the env...

Organizations in and associated with the real estate sector rely on a competent workforce capable of effectively managing sustainability practices. This study examined the alignment of sustainability-related qualifications between employers and indiv...

Green advertising has been shown to motivate consumers to engage in green consumption behavior. However, little is known about how resource scarcity affects the efficacy of explicit and implicit appeals in green advertising. To address it, the presen...

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...

As the virtual environment is constantly changing, not only users’ informational and knowledge needs but also the means and channels of communication with customers applied by organizations change. There is a noticeable trend to move more and more ad...

Under the influence of the long-tail effect, market segmentation and personalized demand provide room for small brands to grow. Meanwhile, consumer behavior patterns have also shifted, with increased acceptance of low-priced, highly practical goods....

Advertising copies have been considered as a fundamental strategy for firms to continue sustainable marketing strategies. In order to provide the advancement of previous research and practical implication to marketers in the field for sustainable mar...

Since responsible tourism (RT) emerged as a critical issue in the tourism literature in the early 2000s, the challenge has been how to encourage consumers to practice RT. In this context, the goal of this study is to examine effective ways to promote...

New Zealand has the second highest overweight and obese child population in the Organisation for Economic Co-operation and Development (OECD). This paper evaluates whether New Zealand’s self-regulatory controls on the advertising of unhealthy f...

New Zealand has the second highest overweight and obese child population in the Organization for Economic Co-operation and Development (OECD). This paper evaluates whether New Zealand’s self-regulatory controls on the advertising of unhealthy f...

With an investment of over 700 million euros, the public sector is the main advertiser in the Spanish market. Altogether, the central, regional, and local governments launch more than 5000 institutional advertising and communication contracts. In Spa...

The increasing popularity of short videos has presented sellers with fresh opportunities to craft video advertisements that incorporate diverse modal information, with each modality potentially having a different influence on consumer engagement. Und...