untapped potential when it comes to advertisement potential and perceived advertising value. Therefore, this paper examines … through mobile commerce. The underlying hypothesis for this investigation is the applicability of the perceived advertising … value of mobile commerce, positively associated with attitude towards advertising channels. The Facebook social network has …

Consumer attitudes, digital communication, social media advertising, online touchpoints, mobile advertising. - this … effectiveness of different forms of digital advertising, namely, online touchpoints, mobile advertising, and social media … advertising. The construct "attitudes toward advertising" serves as the central measure of effectiveness. …

activities. One of the popular advertising media among digital natives during the COVID-19 pandemic is digital influencers …. Brands and marketers should use digital advertising and digital influencer in their digital advertising strategy to adapt to … consumer behaviour changes during the COVID-19 pandemic. This study fills the gap in the advertising literature by proposing …