Search Results - subject_exact:"Advertising effects"

Generational and economic differences in the effectiveness of product placement : a predictive approach using CART analysis

Vrtana, David; Duricova, Lucia - 2026

Product placement has become an integral part of contemporary marketing communication, aiming to influence consumer attitudes and purchasing behaviour through subtle brand exposure in audiovisual media. Despite its growing prevalence, the effectiveness of product placement in shaping purchase...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015625319

Influence of environmental stimuli on impulsive buying behavior in online livestream commerce : the moderating role of livestream viewing frequency and livestream shopping experience

Dinh Huu De; Khoa Bui Thanh - 2026

The impact of environmental factors on consumer impulsive buying behavior in the context of e-commerce live streaming: Role of celebrity endorsements and moderating effects of live streaming frequency and shopping experience This study examined the effect of environmental factors like perceived...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015628749

Dual routes of persuasion in tourism : building marine destination image through the elaboration likelihood model

Prasetyawati, Yuliana Riana; Balqiah, Tengku Ezni; Sri … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015632973

Sponsorship dynamics in low-media-coverage sports : an examination of Norwegian individual athletes and their sponsors

Romanelli, Mark; Kjærstad, Andrea; Moustakas, Louis - 2026

This study investigates why companies sponsor individual athletes in sports with low media coverage and how such athletes secure sponsorship agreements. While sport sponsorship research has predominantly focused on mainstream sports and event-based contexts, limited attention has been given to...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015633943

Effect of consumer brand involvement on brand advocacy : a moderated mediation model

Cheung, Fung Yi Millissa; To, Wai Ming - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015591586

Pharmaceutical advertising in dynamic equilibrium

Dubois, Pierre; Pakes, Ariel - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015618002

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Pharmaceutical advertising in dynamic equilibrium

Dubois, Pierre; Pakes, Ariel - 2026

Book / Working Paper

Pharmaceutical Advertising in Dynamic Equilibrium

Dubois, Pierre; Pakes, Ariel - 2026

Book / Working Paper

Power of social media influencers on brand awareness, value, and consumer purchases

Munir, Tanya; Watts, Sean - 2026

This study aims to examine the influencer power in shaping consumer purchase intentions. It revolves around the impact of social media influencer (SMI) endorsements on purchase intentions by undertaking the mediating effects of brand awareness and perceived value and the moderating effect of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015639175

Effects of the moderating role of trendiness on brand image, E-WOM, brand attitude and online purchase intention : Rashad Maharramov; Bahman Huseynli; Gözde Kandemir Çomoğlu

Maharramov, Rashad; Huseynli, Bahman; Kandemir … - 2026

Purpose- The purpose of the research is to analyse the impact of electronic word-of-mouth (e-WOM), brand image, and consumer attitude on purchase intention, as well as the moderating influence of trendiness on these relationships.Research methodology - The study is quantitative research. Six...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015644302

Abstract vs. concrete messages : reassessing the impact of construal level on prosocial behavior

Sheehan, Benjamin; Dissanayake, Pramodhya - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015638532

Social media advertising loads as prices

Beknazar-Yuzbashev, George; Jiménez Durán, Rafael; … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015647357

Philanthropic practice on consumer attitude mediation of CRM campaign and CRM purchase intention

Durgha Devi, L.; Arumugam, Thangaraja - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015651511

Investigating the role of influencer marketing in shaping luxury brand perceptions

Akter, Salma; Khan, Raihan Ahamed - 2026

This study aims to determine how influencer marketing affects consumer perceptions of luxury brands. It investigates how social media influence customer perception, paying special attention to how exclusivity, desirability, and authenticity are important factors in consumers' perceptions of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015653884

A theory of dynamic product awareness and targeted advertising

Cavenaile, Laurent; Çelik, Murat Alp; Perla, Jesse; … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015656667

Generative AI-enabled music generation in marketing and consumer response

Iversen, Philipp - 2026

Generative AI is revolutionizing the marketing industry by producing high-quality, cost-effective and time-efficient content. This study investigates the potential of AI-generated music in digital advertising. Two studies, a survey and a real-world A/B test, evaluate the different songs on...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015650957

Disentangling the effects of ad tone on voter turnout and candidate choice in presidential elections

Gordon, Brett R.; Lovett, Mitchell J.; Luo, Bowen; … - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014288578

The effects of advertising disclosure regulations on social media : evidence from Instagram

Ershov, Daniel; Mitchell, Matthew F. - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015372956

Assessing the effectiveness of prosocial activism within sponsored influencer posts on product promotion

Gao, Liyu; Marder, Ben; Lacka, Ewelina; Colliander, Jonas - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015372974

Battle of influence : analysing the impact of brand-directed and influencer-directed social media marketing on customer engagement and purchase behaviour

Kumar, Ashish; Rayne, Daniel; Salo, Jari; Yiu, Ching Sophia - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015327218

Location matters when advertising sustainable products : influences of conceptual metaphor and anthropomorphism

Shirai, Miyuri - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015333860

The effect of autonomous sensory meridian response (ASMR) messages on consumer brand perceptions and intentions

Gotsch, Mauro Luis; Gasser, Florian - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015333891

The role of advertising in the choice between reselling and agency selling

Sigué, Simon Pierre; Gromova, Ekaterina - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015338362

Assessing the suitability of digital advertising formats for products from diverse business sectors : insights from experts

Zemlickienė, Vaida; Palomo-Domínguez, Isabel; … - 2025

Different companies need to spread the word about products; advertising agencies need to make rational decisions, simplify decision-making, find the best alternative, and increase the reach of potential users. While demographic, geographic, etc. factors are recognized when selecting advertising...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015338608

Psychological reactance in assertive green advertising : addressing the role of individual values

Freudenreich, Thomas; Penz, Elfriede - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015205248

Finding the right voice : how CEO communication on the Russia-Ukraine war drives public engagement and digital activism

Hamelberg, Kedma; Ruyter, Ko de; Dolen, Willemijn M. van; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015147843

Offensive and harmful advertising : a content analysis of official complaints

Auxtova, Kristina; Brennan, Mary - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015191891

Influencer marketing effectiveness : a meta-analytic review

Pan, Meizhi; Blut, Markus; Ghiassaleh, Arezou; Lee, … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015192980

The vampire effect of smartphone swiping : how atypical motor actions increase ad attention but impair brand recall

Rohrbach, Stefan; Bruns, Daniel; Langner, Tobias - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015194212

Selling sustainability : making green advertising more concrete with circular economy message framing

Gutentag, Jolie; Russell, Cristel Antonia - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015194214

Speaking green : expressing a message in a foreign language fosters consumers' pro-environmental choices

Saile, Katharina S.; Neef, Nicolas Eric; Hüttl-Maack, … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015194215

How does persuasion knowledge differ between humanlike virtual influencers and human influencers?

Willemsen, Lotte M.; Withuis, Iris; Brom, Marije; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015194217

How to accurately measure attention to video advertising

Hartnett, Nicole; Bellman, Steven; Beal, Virginia; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015194220

Sexual appeals in advertising : the role of nudity, model gender, and consumer response

Sigurðardóttir, Aníta Karen; Vaka Vésteinsdóttir; … - 2025

This study examines whether sexual appeals, specifically nudity (body coverage) and model gender, shape consumer responses to advertising. Guided by the Elaboration Likelihood Model, we test whether these factors operate as peripheral cues when argument strength is minimal (fragrance...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015481074

"Beat the market!" or "Take care of your savings" : can language in bank advertisements influence women's attitudes towards finance? : an experimental comparison of different - inclusive - languages to counter the gender gap in finance

Giannella, Valeria Amata; Manzi, Claudia; Crapolicchio, … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015485762

The impact of corporate social responsibility on consumers' promotional behavior : examining first-person effects and the influence of presumed influence on others

Cheng, Yang; Zhu, Yicheng; Golan, Guy - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015456115

Consumers' responses to placed brands in 360° video : the impacts of perceived control and presence, moderated by immersion

Pavlič, Jani; Kožuh, Ines; Tomažič, Tina - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015456521

"You will" : a macroeconomic analysis of digital advertising

Greenwood, Jeremy; Ma, Yueyuan; Yorukoglu, Mehmet - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015458885

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"You will" : a macroeconomic analysis of digital advertising

Greenwood, Jeremy; Ma, Yueyuan; Yorukoglu, Mehmet - 2024 - 2nd revision

Edition: 2nd revision

Book / Working Paper

"You Will" : A Macroeconomic Analysis of Digital Advertising

Greenwood, Jeremy; Ma, Yueyuan; Yorukoglu, Mehmet - 2021

Book / Working Paper

The emotional intelligence behind and beyond meat advertising

Pelin, Raluca Ștefania - 2025

Promoting food products is a tough challenge in a competitive market. Promoting meat products is even more so in a society in which opinions are divided between those who support vegetarian or vegan diets and those who still believe in the nutritional benefits of meat. The present study is an...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015463939

The dark side of a big smile : detrimental effects of smile intensity on luxury brand advertising effectiveness

Essiz, Oguzhan; Senyuz, Aysu; Yurteri, Sidar - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015463999

The double-edged sword of inclusive language : consumer responses to "Latinx" in advertising

Donnadieu Borquez, Anabella; Perkins, Andrew W. - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015464138

Seeking effective fit : the impact of brand-influencer fit types on consumer brand attitude

Che, Siyu; Jin, Xiaotong; Sheng, Guanghua; Lin, Zhengnan - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015441328

Delight my brain and my eyes : credibility and aesthetic judgments of endorsers

Volkmer, Sara Alida; Meißner, Martin - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015441682

Engagement that sells : influencer video advertising on TikTok

Yang, Jeremy; Zhang, Juanjuan; Zhang, Yuhan - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015441727

Estimating the value of offsite tracking data to advertisers : evidence from Meta

Wernerfelt, Nils; Tuchman, Anna; Shapiro, Bradley T.; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015441729

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Estimating the Value of Offsite Tracking Data to Advertisers : Evidence from Meta

Wernerfelt, Nils; Tuchman, Anna; Shapiro, Bradley; … - 2024

Book / Working Paper

Behind the screens : privacy and advertising preferences in VoD : the role of privacy concerns, persuasion knowledge, and experience

Paliński, Michał; Jusypenko, Bartosz; Hardy, Wojciech - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015441733

The effectiveness of immersive media in promoting consumer products : augmented vs. virtual reality

Wu, Jin-Feng; Zhang, Zhen; Wu, Yinglu; Tang, Xin-Jie - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015441888

'Cookie-less' identification for/against privacy?

Sivan-Sevilla, Ido; Parham, Patrick; McGuigan, Lee - 2025

'The advertising industry's anticipated shift away from third-party cookies led to the proliferation and normalisation of first-party identification architectures online. Marketed as 'privacy-friendly,' the new technologies promise to deliver the efficiencies that advertisers have become...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015442421

TV advertising in Russian FMCG sector : the analysis of expenditure and brand strategies under Russia-Ukraine conflict

Golovanova, Anna M. - 2025

The paper is devoted to econometric analysis of the impact of Russia-Ukraine conflict, which started in February 2022, on TV advertising strategies of fast-moving consumer goods (FMCG) companies. With the help of quantitative methods, the study analyzes changes in TV advertising expenditures of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015443331

Targeting audience personas with programmatic geographic segments using unsupervised methods

Noorithaya, Viraj - 2025

The digital advertising industry, where clients advertise to existing and potential customers through digital channels, is going through a rapid transformation. This is necessitated by evolving privacy laws such as General Data Protection Regulation (GDPR) and California Consumer Privacy Act...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015444172

Consumer reactions to the use of sex appeals in influencer vs brand social media marketing

Hosen, Nurul; Demsar, Vlad; Ferraro, Carla; Wheeler, … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015446602

Perceptions of greenwashing and purchase intentions : a model of Gen Z responses to ESG-labeled digital advertising

Balaskas, Stefanos; Stamatiou, Ioannis; Komis, Kyriakos; … - 2025

This research examines the cognitive and psychological mechanisms underlying young adults' reactions to ESG-labeled online advertisements, specifically resistance to persuasion and purchase intention. Based on dual-process theories of persuasion and digital literacy theory, we develop and test a...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015448882