This study synthesizes previous research on psychological distance, functional theories of attitudes, and cultural contexts of communication to develop a novel perspective regarding how contemporary consumers evaluate luxury advertising on social media. Three empirical studies conducted in...

This study establishes that the experience of narrative transportation has a positive influence on viral advertising. The relative strength of this relationship, however, depends on several boundary conditions associated with the paratextual features of social networking service (SNS)...

Contemporary luxury brands have fully embraced social media as a quintessential channel for improving brand perceptions and developing customer relationships. However, what consumers actually do when engaging with luxury brands online has received limited attention to date. In this study, we...

This study establishes that when social media advertisements appear with disclosures, featuring friend recommendations can result in diametrically opposite effects on advertising effectiveness in the United States and Korea. While friend recommendations reduce perceived credibility, brand...