advertising literacy, source credibility, persuasion knowledge, and advertising skepticism as predictors of behavioral intention … effects hypothesized were statistically significant, while advertising skepticism was the strongest direct predictor of …

As AI-powered personalized advertising becomes increasingly prevalent in the digital marketplace, understanding its … advertising in increasing consumer engagement. Although perceived personalization does not directly influence trust, it indirectly …-powered personalized advertising by integrating key perceptual factors influencing purchase behavior. From a practical perspective, the …

Different companies need to spread the word about products; advertising agencies need to make rational decisions …, etc. factors are recognized when selecting advertising tools, there's a scarcity of studies tailored to the suitability of … digital advertising formats for products in a specific category. The existing studies provide insights into ways to improve …

'The advertising industry's anticipated shift away from third-party cookies led to the proliferation and normalisation … mechanisms is questionable. Our findings demonstrate how the advertising industry is trying to maintain its existing structure …

accurately assess the impact of cross-media advertising campaigns. An innovative measurement solution based on audio …-matching technology, and taking a cross-media, single-source approach, provided a holistic view of the effectiveness of advertising … understand how emerging digital media (connected TV and Spotify) can contribute to meeting advertising objectives, in terms of …