Purpose – The purpose of this study is to investigate whether the framework of brand credibility effects is applicable to service categories and to examine if brand credibility's impact differs according to service type and involvement level. Design/methodology/approach – Using a...

Purpose: Prosocial advertisers widely use assertive messages to encourage prosocial attitudes and behaviors, but ironically, assertive messages may cause reactance. By applying cultural theories and the reciprocity principle, this study aims to observe whether consumers’ responses to...

Purpose: The purpose of this paper is twofold: to explore what kinds of social media content public libraries create to communicate with users online, and to examine the relationships between social media content types and corresponding levels of user engagement. Design/methodology/approach:...

Purpose The purpose of this study is to investigate user perceptions of mobile app characteristics and interrelationships among identified mobile app characteristics, perceived benefits and post-adoption behaviors. Design/methodology/approach Using a self-administered online survey ( n = 503)...