Construal level theory, originally rooted in psychology to study human behaviour, is a
popular and influential theory in social-cognition research. Within the marketing domain …

The notion of 'anthropomorphism'has been a subject of intrigue for transdisciplinary
academics and scholars for the longest time, as the origin of this concept dates back to the …

Anthropomorphism nests in both, persuasion, and marketing communications. This research
examines anthropomorphized digital advertising brand message frames as either a servant …

Unsafe visitor behaviors jeopardize their safety and destination sustainability, urging
effective tourism safety communication to foster compliance. Utilizing construal level theory …

When powered by artificial intelligence (AI), the effectiveness of advertising generally
improves. However, evidence shows that personalized recommendations in charity …

In the dynamic business environment, firms can adopt emerging technologies to remain
relevant and effectively meet changing customer demands. The adoption of these …

Purpose This study investigated the anthropomorphism of the pandemic virus and its
downstream effects by examining how warnings trigger viewers' risk perceptions and …

Going beyond the realm of politics, consumers' political ideology influences how they
perceive brands portrayed in advertisements. This research examines how consumers …

Purpose The purpose of this research is to explore how text-emoji mismatch impacts
consumers' perceptions of authenticity and helpfulness in online reviews, examining the …

Purpose Artificial intelligence (AI) is experiencing growth and prosperity worldwide because
of its convenience and other benefits. However, AI faces challenges related to consumer …