Purpose: This study aims to test the role of branded content marketing on YouTube in brand building and explicates the mechanism through which brand content influences brand loyalty and purchase intentions. Design/methodology/approach: This study uses a quantitative, Web-based, three-step...

Purpose: Over the past few years, advertisers have adopted augmented reality (AR) technology in advertising campaigns. To overcome the geographic limit, advertisers record the interaction between people and virtual objects in AR campaigns and upload promotional videos on social media, such as...