This article investigates the factors that affect consumers' attitudes towards Instagram
advertisements in Egypt. Furthermore, it studies the effect of consumers' attitudes towards …

This study examines the effects of influencer posts on Instagram users. Based on uses and
gratifications theory, this experiment‐based investigation analyses the effect of three …

This study proposes an integrated model that combines the Theory of Reasoned Action
(TRA) and two categories of variables, personal and marketing, to investigate the attitudinal …

Neuroscience has revealed the importance of emotion in the human cognitive process. For
the first time, a GfK-EMO Scan, a facial expression recognition software developed by the …

Femvertising is making huge waves as large numbers of brands are launching campaigns
marketing feminism. While promoting products brands are selling empowerment to women …

The purpose of the article is to provide a comprehensive advertising model, which examines
the impact of the identified predictors such as entertainment, informativeness, irritation …

Chatbots are technological tools equipped with artificial intelligence that allow companies to
interact with their consumers. Through their computers or mobile devices, consumers can …

Purpose This study aims to examine how employee advocacy, via the value and credibility
of their professional social media content, affects their followers' attitudes toward the brand …

Advertising is a growing business and with advances in the Internet technology, the
dynamics and landscape of the business has changed as well. Prior findings on consumers' …

The study was carried out to investigate the factors affecting the online purchase intention of
Vietnamese consumers, focusing on Generation Z (Gen Z), through the information provided …