Background Intimate partner violence (IPV) is a serious public health issue that consists of
physical, sexual, and psychological violence perpetrated by a current or former partner …

Underpinned by brand placement literature, associative network theory, and narrative
transportation theory, this research examines how meme marketing types (brand prominent …

Good brand stories grab attention. They are effective ways to communicate with customers.
But no matter the nature of the stories, they must be authentic, because customers may …

The popularity of social media platforms changed influencer marketing. Social media
influencers also became opinion leaders. Brands can choose between traditional celebrities …

Skepticism is prevalent surrounding companies' corporate social responsibility (CSR)
communication. Existing research suggests that narratives can reduce counterarguing and …

Purpose Successful social marketing campaign to promote COVID-19 vaccination for the
unvaccinated relies on increasing positive reactions but also reducing negative responses …

With the rapid development of online advertising, mini-film advertising (MA) built on short
plotlines has received substantial attention from enterprises. Despite their trending …

Guided by the appraisal-tendency framework and construal level theory, this study
investigates how emotional appeals (guilt vs. shame) and social distance frames (distant vs …

The research studies the impact of the COVID-19 pandemic on the message strategies of TV
advertisements. Taylor's Strategy Wheel and narrative transportation theory are used as …

Advertising has played an increasingly relevant role in raising awareness of social problems
via institutional campaigns. In the phenomenon of domestic violence, most institutional …