Traditionally, the production and distribution of advertising material has relied on human
effort and analog tools. However, technological innovations have given the advertising …

In recent years the popularity of social media influencers has grown exponentially, in part
because influencers tend to not be seen as advertising and they enable brands to reach …

Although creativity is often considered a key success factor in advertising, the marketing
literature lacks a systematic empirical account of when and how advertising creativity works …

Many major consumer-driven companies have started to use augmented-reality (AR)
technology and AR apps to enrich their customers' shop** experiences and engagement …

Purpose–The purpose of this paper is to examine the impact of celebrity endorser credibility
on consumer self-brand connection and endorsed brand equity. A conceptual model is …

New virtual reality technology presents hotels with wide-ranging marketing, training, and
customer service opportunities. The purpose of this study was to explore both the immediate …

We examine whether image congruence (IC) of celebrities have significant effect on
purchase intention (PI) and whether attitude towards brand and attitude towards …

To fully understand legitimacy as a complex construct, it is necessary to capture both
collective perceptions and individual judgments. Much of the empirical research on …

Combined effects of valence and attributes of e-WOM on consumer judgment for message and
product: The moderating effect of brand community type | Emerald Insight Books and journals …

Purpose The purpose of this paper is to examine the interplay of brand experience and
brand attitude and its influence on brand attitude. Specifically, it proposes that the …