In recent years there has been a significant increase in digital advertising through influencers being active on many social media platforms. Budgets for influencer marketing rise yearly, and the return on investment from influencer marketing is higher than from other marketing channels....

In today's age of technological advancement and rapid change, much of the communication takes place on social networks, which offer a great opportunity for customer interaction. Social media is a popular and widely used marketing tool for communication between buyers and sellers. Advertising on...

A new phenomenon has recently been challenging brand managers: adbusting, a form of subver-sive advertising in which a group or an individual alters existing brand communication (e.g., a billboard ad) to promote social issues (e.g., climate change) or denounce the targeted brand (e.g., its...

Advertisement scheduling is a daily essential operational process in the television business. Efficient distribution of viewers among advertisers allows the television network to satisfy contracts and increase ad sale revenues. Ad scheduling is a challenging multi-period, mixed-integer...

The purpose of this study is to investigate the impact of celebrity endorsement on customer purchase intention by using different variables. Celebrity endorsement can be used to improve the marketing campaign as in current environment most brands are advertised by different celebrities known as...

The coming of digital media has contributed enormously to communication. Advertising as an aspect of communication has enjoyed its own share of media digitisation. In view of this, Maharaja (2013) notes that technological development and emergence of new media have tremendously changed the...

Firms are embedded in the product market as well as the capital market. Their behavior in the product market will inevitably affect their performance in the capital market, and vice versa. Using a sample of Chinese listed firms, we empirically test the existence of spillover effects of...

Intensification of globalization processes in the contemporary world entails consequences for all areas of socio-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global environment. Expansion into foreign markets presents...

Today, the social networking site with the most users in Vietnam is TikTok. This study was conducted to determine the factors affecting attitudes towards TikTok ads and their impact on young people’s online purchasing behavior in HCMC during the Covid-19 pandemic. Thus, it provides suggestions...

Marketers often use message strategies that appeal to planetary and health concerns. However, there is some indication that nostalgia may play a role in consumers’ organic food decisions. This study examines the effectiveness of nostalgia-themed versus non-nostalgia environment-themed...