Mobile advertising: A systematic literature review and future research agenda
The purpose of this research is to review the extant literature on mobile advertising
systematically and to carry out a comprehensive analysis of research in this emerging field …
systematically and to carry out a comprehensive analysis of research in this emerging field …
Advertising in social media: a review of empirical evidence
J Knoll - International journal of Advertising, 2016 - Taylor & Francis
This article presents an up-to-date review of academic and empirical research on
advertising in social media. Two international databases from business and communication …
advertising in social media. Two international databases from business and communication …
Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach
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 …
purchase intention either directly or indirectly. However, there is a dearth of comprehensive …
How fashion influencers contribute to consumers' purchase intention
Purpose This study examines the impact of attitudes toward fashion influencers (FIs) on
brand attitude and consumer purchase intention. It also aims to identify factors affecting …
brand attitude and consumer purchase intention. It also aims to identify factors affecting …
Antecedents and outcomes of digital influencer endorsement: An exploratory study
The advertising and marketing literature have established that celebrity endorsements
constitute an effective way to enhance attitudes toward brands and increase purchase …
constitute an effective way to enhance attitudes toward brands and increase purchase …
Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model
The rise of influencer marketing makes YouTube an ideal media platform to implement such
marketing strategies. Many scholars consider the success of YouTube influencer marketing …
marketing strategies. Many scholars consider the success of YouTube influencer marketing …
What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence
The authors test five theoretically derived hypotheses about what drives video ad sharing
across multiple social media platforms. Two independent field studies test these hypotheses …
across multiple social media platforms. Two independent field studies test these hypotheses …
How smartphone advertising influences consumers' purchase intention
In the last decade, the use of smartphones has grown steadily. The way consumers interact
with brands has changed owing to the accessibility of internet connection on smartphones …
with brands has changed owing to the accessibility of internet connection on smartphones …
An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers' buying impulse
Purpose E-commerce live streaming is a new influencer advertising method that allows
influencers to interact directly with consumers on e-commerce platforms. Although evidence …
influencers to interact directly with consumers on e-commerce platforms. Although evidence …
Understanding customer experience throughout the customer journey
Understanding customer experience and the customer journey over time is critical for firms.
Customers now interact with firms through myriad touch points in multiple channels and …
Customers now interact with firms through myriad touch points in multiple channels and …