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...
In view of concerns about consumers’ vulnerability to contemporary marketing tactics, this study aims to examine the extent to which compulsive buying affects beliefs about digital advertising. The results of a survey of 117 consumers suggest t...
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...
Recent research has revealed an alarming prevalence of click fraud in online advertising systems. In this article, we present a comprehensive study on the usage and impact of bots in performing click fraud in the realm of digital advertising. Specifi...
This research examines the cognitive and psychological mechanisms underlying young adults’ reactions to ESG-labeled online advertisements, specifically resistance to persuasion and purchase intention. Based on dual-process theories of persuasio...
Audience attention is vital in Digital Signage Advertising (DSA), as it has a significant impact on the pricing decision to advertise on those media. Various environmental factors affect the audience attention level toward advertising signage. Fixed-...
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...
The purpose of the undertaken study is to examine the effectiveness of online digital media advertising as a strategic tool for building brand sustainability. For this purpose, we investigate the impact of different channels of online media, such as...
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...
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...
The importance of digital marketing is continuously growing, at least in the present economic phase. Within this sector, fashion bloggers play a crucial role, which reflects the relevance of fashion on an economic and a social level, as already highl...
25 March 2025
This paper proposes an innovative, intelligent shopping cart system with an interdisciplinary approach using Bluetooth low energy (BLE) beacons. The research integrates online and offline retail strategies by presenting campaigns and ads to the custo...
As digital marketing becomes more targeted and interactive, it is more critical to understand how young audiences perceive and react to compelling content. This research examines the extent to which consumer responses are affected by neuromarketing k...
The increasing prominence of new Internet and social media technologies and their growing importance as a source of health information are pushing the pharmaceutical industry towards digital channels. This paper explores the potential impacts of the...
In an era when AI systems curate increasingly fine-grained aspects of everyday media use, understanding algorithmic fatigue and resistance is essential for safeguarding user agency. Within the horizon of a more algorithmic and hyper-personalized adve...
25 March 2020
Many mass media campaigns aimed at changing young people’s health behavior air on digital platforms rather than on broadcast media (e.g., television), given the intended audience’s preference for web-based communication. While research su...
2 October 2020
Background: How much unhealthy marketing do children see on digital devices? Marketing of unhealthy food and beverages has long been identified as a factor in children’s preferences, purchase requests and consumption. Rising global obesity mand...
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...
The evolution of digital advertising, which is aimed at a mass audience, to programmatic advertising, which is aimed at individual users depending on their profile, has raised concerns about the use of personal data and invasion of user privacy on th...
As digital media companies pursue sustainable revenue, AI-based strategies like personalized advertising and dynamic paywalls have become prevalent. These monetization models involve different forms of consumer data collection, raising distinct priva...
The majority of advertisements contain thin-ideal imagery that have been digitally modified. A robust body of research has suggested that exposure to these retouched images has negative effects on body image and increases eating disorder risk. Furthe...
Digital endorsers are already utilized extensively in various businesses. The major objective of the current study was to find out the impact of image realism of digital endorsers on the purchase intention of gift products for the elderly. We investi...
The rapid diffusion of artificial intelligence (AI) in marketing has reshaped how consumers interact with digital content and evaluate ethical aspects of firms. The present study examines how familiarity with and trust in AI shape consumers’ ac...
4 August 2025
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...
Social media has become a dominant channel for food marketing, particularly targeting youth through visually engaging and socially embedded content. This study investigates how young adults visually engage with food advertisements on social media and...
8 February 2021
(1) Background: Realfooders have positioned themselves in social networks such as Instagram by posting photographs of recipes, advises, habits and nutritional behaviours which are advertised as reliable nutritional patterns and by their self-promotio...
Studies examining emoji applications in digital marketing and advertising are characterized by considerable heterogeneity in their theoretical orientation, methodologies, and contextual factors. A domain-based systematic literature review with the Th...
Artificial intelligence (AI) is increasingly used in marketing to deliver personalized messages and services. Although such tools create new opportunities, their acceptance by consumers depends on several factors that go beyond technology itself. Thi...
Urban environments have become significantly brighter and more illuminated, and cities now consider media architecture and non-static, self-luminous LED displays an essential element of their strategy to attract residents, visitors, and tourists in t...
Decision-making theory has developed over many decades at the intersection of economics, mathematics, psychology, and engineering. Its classical foundations include Bernoulli’s expected utility theory, von Neumann and Morgenstern’s ration...
30 December 2024
Advertising has become an important strategy for many enterprises to nudge consumers to buy green products and achieve sustainable development. In the context of cultural diversity, the discussion on the influence of consumers’ cultural belief...
Applying behavioral reasoning theory, this study examines the effect of social media food waste advertising on consumers’ intention not to waste food, with customer–brand communal engagement and awareness of food waste consequences acting...
29 October 2024
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...
14 January 2026
Understanding how moral and emotional language operates in paid social advertising is essential for evaluating persuasion and its ethical contours. We provide a descriptive map of Moral Foundations Theory (MFT) language in Meta ad copy (Facebook/Inst...
This paper aims to highlight a link between publishing business innovation and how editors manage creativity in the digital era. Examining the changing industrial and historical business context for the U.K. magazine publishing industry, two case stu...
Recently, misinformation and disinformation, as well as fake news, have become global threats to public health owing to their role in spreading viral health hazard information. The growing explosive religious fatalistic views presented on social medi...
21 May 2025
Influencer marketing has emerged as a crucial element in digital marketing, significantly shaping consumer behavior and online shopping preferences. This study examined the multidimensional impact of influencer marketing by analyzing engagement metri...
27 July 2021
The digital marketing of commercial complementary foods (CCF) is an emerging area of concern in Australia. Although research into traditional methods has identified a range of problems, the marketing and messaging strategies employed within digital s...
The aim of this study was to analyze, from a gender perspective, advertising broadcasts during a time of crisis. A holistic perspective of the stereotypes, roles, professions, and gender relations represented is offered by utilizing a content analysi...
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...
Food choices are determined by intrinsic and extrinsic product characteristics, biological and physiological features, psychological factors, and situational and socio-cultural factors. Self-determination theory offers the explanation of health behav...
11 June 2020
There have been global calls to action to protect children (aged <18) from exposure to the marketing of unhealthy foods and beverages (‘unhealthy foods’). In this context, the rising popularity of social media, particularly amongst ado...
With the rapid spread of mobile devices and the Internet, mobile interactive video advertising has become an increasingly popular means of accessing advertising information for a large number of users. Interactive narratives are advertisements that r...
24 October 2022
The tourism sector increasingly relies on technology to acquire new clients in a world overflowing with information. So, the main question that needs to be answered is:What digital marketing strategy should be adopted to attract customers and built d...
10 January 2025
Subscription video-on-demand (SVOD) platforms face high churn rates and substantial revenue losses from SVOD content piracy, all of which limit their ability to invest in acquiring/creating content compelling enough to win and retain subscribers. Bas...
In a world overwhelmed with unstructured information, logistics companies increasingly depend on their websites to acquire new customers and maintain existing ones. Following this rationale, a series of technical elements may set the ground for diffe...
In the digital age, the fear of missing out (FOMO) phenomenon is heightened by the frequent use of online stores and a constant stream of offers and digital interactions. This study explores how FOMO, amplified by digital commerce environments, influ...
Along with the increasingly high level of digital media consumption, organizations’ expenditure on online promotional activities is constantly and dynamically growing. At the same time, together with the growing expenditures on digital promotio...
17 February 2023
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...
Because of the fast rise of Internet commerce, a firm now has access to a plethora of new communication channels in addition to conventional ones and the problem is determining the best balance of physical and online channels. Due to the fact that th...
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