The study analyzed the various dimensions of customers’ opinions about social media advertisement on buying behaviour. The total number of questionnaires distributed in the self-administered survey was 750 sets. A purposive sampling method is applied in this research for selecting the sample....

Purpose: The research compared the effect of electronic word-of-mouth advertising (e-WOM) and brand strength in consumers' decision to purchase an experience product and service.Theoretical framework: There is no clarity of the most significant influencer of the purchase decision: (1) being a...

Merely observing the hand movement speed with an advertised product can affect consumer perception. Five studies show that hand movement speed when observed (e.g., watching or even reading the description of slow vs. fast hand interaction with a product) elicits distinct associations in the...

In this study, we examine complementarities in usage across a set of related software products from a multi-product firm. We employ a novel experimental approach to causally estimate complementarities, leveraging rich usage data and advertising experiments that affect usage of one product at a...

Advertising helps in selling. It helps in selling through the art and business of persuasive communication. With emphatic use of language, the copywriter draws catchy and memorable lines and makes his selling ideas clear before the buyers. Advertising makes a psychological impact on the...

The concept of green advertising has assumed many synonyms, each suggesting products and production processes that consume less energy, recycle materials and reduce waste or pollution. The present paper examines issues in understanding the role played by green and non-green advertising on brand...

The research aims to explore consumer perceptions of masculinity in advertising in an innovative approach. The authors aimed to determine which type of masculinity and which brand and masculinity archetypes consumers favor in a masculine character. That would help the advertisers understand what...