The present research investigates how charitable giving in response to threat-based awe, an emotional experience that typically accompanies disaster-relief campaigns, is likely to depend on consumers’ implicit theories. Although consumers want to behave prosocially when experiencing...

PurposeThis paper aims to examine when and how the number of “likes” can exert significant influence on consumer evaluations of social media advertising. It sheds a novel perspective on how social media “likes”, advertising disclosures and the presence of firm-serving motives influence...