Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and products. The objective of this research is to investigate the role of mid-roll video advertising regarding its perceived intrusiveness and value on viewers' response to those...

Companies are increasingly using social media in marketing communications, but there is still little research on consumer perceptions of corporate SM usage. This small mixed-methods project among SM users in Kuwait explored perceptions about consumer electronics retailers' use of SM. Information...

To enhance consumer brand experience, marketers are increasing engagement in brand communities by using social media technology enabling them to interact directly with customers. Past studies reported that perceived social presence contributes to positive consumer attitudes towards websites...