The digital advertising industry, where clients advertise to existing and potential customers through digital channels, is going through a rapid transformation. This is necessitated by evolving privacy laws such as General Data Protection Regulation (GDPR) and California Consumer Privacy Act...

Accurate prediction of customer repurchase behaviour is vital for businesses aiming to boost customer retention. This study introduces an advanced approach that merges classification algorithms with RFM analysis, a widely adopted framework in customer relationship management. The proposed models...

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 persuasion and digital literacy theory, we develop and test a...

Understanding consumer behaviour is crucial for companies operating in the food products market, which has undergone numerous changes in recent years. Consumer typology plays a vital role in the development of effective marketing strategies and in catering to diverse consumer needs. The article...

Influencer marketing is an increasingly significant research topic, but there is a research gap when it comes to utilizing data from social media influencers' online community to identify novel consumer groups through market segmentation. To achieve this, a case study of 50 Instagram Fashion...

We use a novel dataset of online advertiser performance and product sales to quantify the medium-term economic effects of Apple's App Tracking Transparency Policy (ATT). We find that ATT significantly degraded the ability by Facebook advertisers to target advertisements based on its off-platform...

The purpose of this research is to investigate the effectiveness of 'sponsored' labelled targeted ads in Mauritius and whether these ads can impact the brand awareness and purchase intention of Meta group social media users. By adopting the Uses and Gratification Theory (UGT), this research...

Purpose The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of...

Bei der Nutzung digitaler Anwendungen ist ein deutlicher Nachholbedarf des Mittelstands gegenüber Großunternehmen feststellbar, der innerhalb des heterogenen KMUSegments und in verschiedenen Anwendungsclustern wiederum unterschiedlich stark ausgeprägt ist. Vor diesem Hintergrund werden in der...

In 2022, statistical data indicated that approximately 41% of individuals aged 55 and above in India intended to increase their video streaming and TV consumption. Against this milieu, this research article explores baby boomers’ orientation toward Over-The-Top (OTT) platforms, investigating...

Segmentation and targeting are cornerstones of marketing and advertising. While it is common to segment and target customers based on demographic characteristics, these practices may seem increasingly at odds with recent cultural movements (e.g., #MeToo, Black Lives Matter). Yet research to date...

Purpose – Ride-sharing is an economical, convenient, and environment-friendly way to travel. Robotaxi, which reflects the two themes ”ride-sharing + self-driving”, is in the “going public” stage. Therefore, pre-research on public willingness to use robotaxi is of great significance for...

Purpose: The aim of this paper is to study the factors that influence consumer behaviour through brand attachment, in the pet-friendly segment in Portugal. Pet-friendly tourism has stood out as a very recognized and valid tourism and marketing segment, growing worldwide, urging the complex...

Reducing food waste in households can be accomplished by changing several types of behavior (e.g., meal planning, food shopping, food storage, food preparation, leftover management) and by leveraging several sources of consumer motivation (financial, environmental, norm adherence). Interventions...

We use arbitrage activity in equity, fixed income, and foreign exchange markets to characterize the frictions and constraints facing intermediaries. The average pairwise correlation between the twenty-nine arbitrage spreads that we study is 22%. These low correlations are inconsistent with...

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the advertising message centred around masculinity. This can...

Even as online advertising continues to grow, a central question remains: Who to target? Yet, advertisers know little about how to select from the hundreds of audience segments for targeting (and combinations thereof) for a profitable online advertising campaign. Utilizing insights from a field...

Differential Privacy offers the online advertising industry new means to increase consumer privacy by obfuscating consumer data. While achieving the same privacy, these means decrease targeting accuracy differently, subsequently reducing advertisers’ willingness to pay (WTP) for targeted...

Video games have emerged as one of the world’s fastest-growing industries. Although initially aimed at adults, video games have become an increasingly popular pastime among youth, with 90% of children playing video games today throughout the United States according to a Pew Research study...

Regulators implement Digital Service Tax (DST) – a tax applying to services of online advertisers and publishers – to generate tax revenue from the online advertising industry. Implementing DST on targeted ads increases their price and potentially decreases their number, thus mitigating the...

To stay relevant with the ever-changing customers, companies have to create value by perpetually evolving the relationship between their brand and customers. The enduring success from the world’s most well-known automotive brands such as BMW, Mercedes-Benz, and Harley-Davidson can be...

This paper aims to investigate the origins and outcomes of consumer desires in children, with a specific focus on the role of individual attributes (such as age, gender, and susceptibility to peer influence), desire traits (including content and intensity), exposure to social media ads, and...

Purpose - This study is an attempt to apply the techniques of semiotics in conjunction with quantitative analysis to decode and interpret an advertisement which promotes the South Australian Barossa Valley as a tourist destination. Design/methodology/approach - A survey was submitted to a...

The agricultural sector is responsible for a large share of natural resource use and climate impact. A sustainable food system transition requires amongst others that a majority of consumers begins to eat more plant based. However, so far, only a niche or minority of consumers eats primarily...