Purpose Conceptual and empirical research over the past 20 years has moved the social
media (SM) literature beyond the embryotic stage to a well-developed academic discipline …

Based on the growing prospects of social media advertising, this research examined the
interplay between product attributes and ad appeals in sponsored ads on Instagram (Study …

Haygood (2007) observed that podcasts were becoming a viable venue for advertising that
was poised to grow. indeed, recent years have seen a dramatic increase in the number of …

Consumers' swi** behavior largely determines their exposure to social media
advertisements. According to embodied cognition and enactment theory, advertisers might …

Abstract Call-to-action (CTA) buttons are crucial in digital marketing, motivating consumers
to engage in desired actions, such as making purchases. While prior research supports their …

Advertisers typically publish in‐feed ads with two types of authorship: brand or influencer,
yet little is known about the effectiveness of in‐feed ads between these two authors. In this …

This study explores advertising students' recognition and comprehension of in-feed native
advertising on Instagram, a leading platform for social media native advertising. Data were …

The purpose of this study is to understand the factors which impact the attitude towards
advertising on Indian Broadcasters 'OTT services using Ducoffe's Ad Value model as the …

This study delves into the multifaceted landscape of social media monetization, focusing on
YouTube and employing a mixed-methods research design. Analysis of the 15 most …