Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different...

The present study investigates the effectiveness of fear appeals in preventing shoplifting among adolescents. We study the effects of type of punishment (social disapproval versus fines), probability of getting caught when shoplifting and severity of the punishment. Results show that social...