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Sexually explicit advertisements boost consumer recycling due to moral cleansing goal activation
Building on research showing that sexually explicit advertisements (i.e., those depicting figuratively “dirty” content) are viewed as immoral, three...
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Revenue maximization for multiple advertisements placement on a web banner using a pixel-price model
The aim of this paper is to optimize the allocation of multiple advertisements on a Web banner, where the price of an advertisement depends on the...
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Are there universal themes in story advertisements? a cross-country study on identification, usage, and attitudes towards story ad themes
This study is a pioneering investigation into the themes present in story ads, examining both universal themes and the influence of viewers’...
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Great expectations: argument order expectations shape the efficacy of order effects in one-sided advertisements
Should persuasion start strong or end strong? Though persuasion researchers have long known that the order in which the same arguments are presented...
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Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands
Storytelling in advertisements has always been recognized as a potent and effective means of branding. However, the core elements of a story that...
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Step back in time! A construal level perspective on advertisements using brand longevity cues
Using construal level theory, this research investigates how brand longevity can be framed effectively in advertising. We theorize that brand...
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Content Analysis of the Level of Hegemonic Masculine Traits in Ghanaian Alcohol Advertisements
This study employs ( Connell, R. W. (1987). Gender and power: Society, the person, and sexual politics (1st ed.). Stanford University Press.) theory...
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“Opening and Closing Virtual Reality” The Effects of Openness on Interpretation of and Attitude Towards Virtual Reality Advertisements
With the increase of Virtual Reality (VR), the importance of advertising within VR has become more relevant. However, it is unclear whether...
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A Study to Assess the Impact of Demographic Factors on Narcissist, Hedonistic, and Sadistic Personality Disorder on Youth Watching Cosmetics Advertisements
Advertisements wield considerable influence as a potent medium, effectively guiding people’s purchasing choices. Their impact extends beyond mere...
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Digital Transformation and Gender Representation: A Study of Service Advertisements in Vietnam
The digital transformation in Vietnam offers new opportunities for targeted advertising, but also enables biased and stereotypical content to be...
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“Whom to Trust?”: To Investigate the Efficacy of Influencer Marketing and Social Media Sponsored Advertisements
This study examines the relative effectiveness of Social Media Sponsored Advertising (SMA) and Influencer Marketing (IM) in shaping consumer purchase...
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The Role of Modern Communication Technology in Developing Digital Commercial Advertisements
One of the essential elements of a successful business is advertising. This study aims to obtain evidence that field studies of commercial...
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From Print to Protest: Examining How Advertisements May Spur Social Activism: An Abstract
Race is at the forefront of marketers and consumers’ minds as the need for social justice and a focus on anti-racism enter daily conversations. Race...
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Disclaimers in Real Estate Print Advertisements
Buying a home is considered a major financial decision and one of the most expensive purchases an individual can ever make. Making an informed choice...
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Visual Pollution Through Excessive Outdoor Advertisements
Advertisers, in emerging economies, typically use outdoor advertisements (OA) to reach the public and their eagerness within an unregulated outdoor...
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The effects of targeted political advertising on user privacy concerns and digital product acceptance: A preference-based approach
Online businesses are increasingly relying on targeted advertisements as a revenue stream, which might lead to privacy concerns and hinder product...
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Why do consumers hate brands, and how do they react to brand hate? Moderating role of big five personality traits
PurposeThe study aims to empirically analyse the brand hate framework consisting of its antecedents, consequences and the moderating role of the big...
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Impact of Advertising on the Buying Behavior of Gen Z Indian Muslim Consumers
The study examines the influence of advertisements on the buying behavior of Gen Z Muslim Indian consumers. Gen Z represents a significant consumer...