Recognizing the growth of Facebook and advertising on this platform in an emerging market, we conducted a study on the impact of Facebook advertising characteristics on the market's purchase intention. This study attempts to identify and test key factors that have a direct impact on customer...

Purpose: Online integrated marketing is arousing extensive attention from industry and academia, whereas no uniform conclusion on the effectiveness of integrated versus single marketing has been reached thus far. Accordingly, the integrated marketing effectiveness of paid search advertising and...

Digital marketing transformation is one of the important elements in a business's long-term plan. Furthermore, choosing the most optimizing and suitable marketing strategy is not really simple with B2B enterprise. Based on the theory of planned behavior and the theory of consumer behavior, this...

During the COVID-19 pandemic, governments offered financial incentives to increase vaccine uptake. We evaluate the impact on COVID-19 vaccine uptake of cash equivalents versus being entered into lotteries. We randomly assign 1628 unvaccinated US participants into one of three 45-second...

The current context underscores the growing importance of online formats, prompting managers to focus on creating positive online experiences. This qualitative study examines seven types of online Airbnb experiences using a grounded theory approach and data triangulation. Our findings extend the...

This study was conducted to investigate the impact of exposure to sponsored events, involvement with sponsored events, and sponsor-event congruence on attitudes toward sponsor and purchase intention. The paper first reviews existing literature and then develops related hypotheses to achieve its...

Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and products. The objective of this research is to investigate the role of mid-roll video advertising regarding its perceived intrusiveness and value on viewers' response to those...