While practitioners have adopted nostalgia-based marketing and advertising strategies, consumers’ responses have also been empirically considered, the theoretical argument of this paper is how the brand context affects these outcomes. No doubt, nostalgia can evoke positive emotions, but can...

Social media has been used increasingly to create social media advertisements, there are around 3.6 billion people using social media platforms in 2020 and expected to be 4.41 billion by 2025. However, there are many challenges faced by marketers to market its product. Thus, this study aims to...

Businesses are increasingly relying on digital advertising options such as display and social media advertising. However, the insurance industry continues to lag behind other industries. A survey through a structured questionnaire was used to investigate consumer behavior, views of social media...

Companies have attracted viral advertisements in recent years, yet little is known how exactly it works from a consumer behavior point of view. This study contributes to how emotional triggers (e.g. positive emotion, negative emotion, tone) of YouTube viral videos affect attitudes e.g. like,...

This paper examines how companies can use paid media (referring to sponsored posts), owned media (company posts) and earned media (influencer post) to create a positive brand attitude. Based on the advertising value model, this paper takes a configurational approach and uses fuzzy set...

P Consumer buying behavior is known also as consumer decision making is the process by which individuals search for, select, purchase, use, and dispose of goods and services to satisfy require needs. This study has been designed to answer main question about the role of social media advertising...

This study investigates the factors influencing of Facebook advertising on millennials purchase behavior focusing fashion accessories, photography and event management services in Bangladesh. The study uses both quantitative and qualitative approach to collect data through questionnaire based...

Although brands have widely adopted multiple marketing media, our understanding of how to effectively coordinate traditional advertising and social media marketing to improve business outcomes is still limited. This paper examines the role of product fit uncertainty in determining how the two...