In recent years, machine learning (ML) and artificial intelligence (AI) have attracted
considerable attention in different industry sectors, including marketing. ML and AI hold …

In the online information ecosystem, a content label is an attachment to a piece of content
intended to contextualize that content for the viewer. Content labels are information about …

Instagram Stories versus Facebook Wall: an advertising effectiveness analysis | Emerald Insight
Books and journals Case studies Expert Briefings Open Access Publish with us Advanced …

Interactive online media are an increasingly preferred format for users and advertisers, and
skippable online video advertisements are common on social media networks such as …

Both individuals and organizations extensively use the internet and social media for
communications and other purposes in the present era. The study examines the impact of …

Purpose Despite the extensive academic interest in electronic word of mouth (eWOM)
communication, consumer attitudes toward eWOM communication have been neglected …

Pre-roll advertising is a novel form of online video advertising that provides consumers with
an option to skip after viewing a brief forced segment. Pre-roll ads are unique from other …

Purpose Digital engagement with advertising remains challenging for marketers. This
research examines “being hooked” as the mechanism of narrative transportation associated …

The purpose of this research is to investigate the effectiveness of Digital Content Marketing
(DCM) on a Mixed Reality (MR) training platform environment with the consideration of …

Online social networks have challenged the current knowledge of advertising effectiveness.
Using 12 months of aggregate-level, daily data from a major German e-commerce retailer …