Contemporary luxury brands have fully embraced social media as a quintessential channel for improving brand perceptions and developing customer relationships. However, what consumers actually do when engaging with luxury brands online has received limited attention to date. In this study, we...

This study establishes that when social media advertisements appear with disclosures, featuring friend recommendations can result in diametrically opposite effects on advertising effectiveness in the United States and Korea. While friend recommendations reduce perceived credibility, brand...

Cultivating pro-environmental choices and behaviors is an important concern for tourism research and practice. Informed by recent developments in psychological research on embodied cognition and the moral effects of physical cleansing, we elicit novel insights about the causal relationship...

Informed by the psychological theory of mindsets, we establish how “fixed” and “growth” mindsets divergently influence luxury travel behaviors. Across three experiments, we found that the relative preference for luxury travel is higher when consumers adopt a fixed rather than growth...

Purpose This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals.Design/methodology/approach Drawing upon the consumption-based affect regulation principle, this paper...

Previous research has established that both liberals and conservatives tend to reject charity appeals that are incongruent with their political ideologies. We posit that a brief mindfulness intervention can improve consumers’ evaluations of charity appeals whose values appear incongruent with...

The papers in this special issue were selected from the best papers presented at the 2020 International Conference of Asian Marketing Association and Korean Advertising Society (ICAMA-KAS) co-hosted by the Korean Marketing Association (KMA) and the Korean Advertising Society. Due to the on-going...

With the advent of the digital experience economy, contemporary luxury brands have embraced social media as an important channel for improving brand perceptions and developing customer relationships. This is because encouraging consumers to share luxury purchases on social media offers a...

Virtual reality (VR) offers a new medium for marketing communications, where consumers are immersed into technologically synthesized ‘real-use’ experiences of products and services. In this study, we theorize and investigate empirically how consumers derive meanings from VR experiences....

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...