Online influencer marketing (OIM) has become an integral component of brands' marketing
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …

SMS advertising perception has been found to have a significant influence over consumer
purchase intention either directly or indirectly. However, there is a dearth of comprehensive …

Location-based advertising is an entrepreneurial and innovative means for advertisers to
reach out through personalised messages sent directly to mobile phones using their …

This study investigates the impact of a water brand's CSR message highlighting the brand's
environmental concerns on brand‐related variables (attitude towards the brand and CSR) …

Present research builds upon native advertising research by examining the roles of
advertising message relevance, consumer-brand relationship strength, and authorship. Two …

Purpose–This paper aims to empirically test a conceptual model, analysing the effects that
features of mobile phone location-based advertising (MLBA) services (customisation …

The purpose of this paper is to examine the factors affecting consumer attitudes towards
SMS advertising in the Palestinian banking sector: The moderating role of national culture) …

The practice of online behavioral targeting in advertising is one of the hottest issues of
contemporary debates about data privacy in the information age. Drawing upon the theory of …

This paper investigates the effectiveness of agentic and communal advertising appeals
delivered through two IT-enabled communication channels (private messages and public …

Smartphone apps allow retailers to track the location of their customers and provide the
opportunity to reach them with location-based mobile ads. However, the efficacy of these …