When we use language to communicate, we must choose what to say, what not to say, and
how to say it. That is, we must decide how to frame the message. These linguistic choices …

Despite overwhelming scientific consensus, millions of Americans fail to view climate
change as a pressing threat. How can we address this disconnect between science and …

Creating brand posts that stimulate consumer engagement on social media is both vital and
challenging to digital marketers. Despite previous research on this topic, to date, little is …

of state-of-the-art interdisciplinary research on metaphor and language. Featuring 35
chapters, written by leading scholars from around the world, the volume takes a broad view …

Brand engagement on social media increasingly draws B2B brands' attention as it may
produce positive WOM and bring branding and financial benefits. However, B2B marketers …

Social media are increasingly leveraged on for the establishment of strong consumer–brand
relationships, however the causal relationships leading to them have yet to be clarified. The …

Based on a review of the literature, this article presents a framework for understanding
advertising creativity and asks the question “What future direction should advertising …

This study uses meta-analysis to compare the persuasive effects of metaphorical and literal
messages and assess various theoretical explanations for the relatively greater …

Although people often are aware of the importance of adopting environmentally friendly
lifestyles, they might be reluctant to do so as they believe that their actions do not make a …

Despite the widely disseminated assumption that metaphors are the key persuasive devices
in promoting tourist destinations, specifically those located in tropical regions, there has …