This study synthesizes previous research on psychological distance, functional theories of attitudes, and cultural contexts of communication to develop a novel perspective regarding how contemporary consumers evaluate luxury advertising on social media. Three empirical studies conducted in...

This study establishes that the experience of narrative transportation has a positive influence on viral advertising. The relative strength of this relationship, however, depends on several boundary conditions associated with the paratextual features of social networking service (SNS)...

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...

Advergaming has become a marketers' essential exercise in branding. This paper examines how an animated character appearing in an advergame affects consumers' trust toward the promoted brand. Two studies demonstrate that a highly (vs. minimally) self-disclosing game character increases the game...

Purpose – This paper aims to study English as second language (ESL) consumers in the USA. The authors seek to focus on consumers who are literate in their native country, yet akin to fish out of water due to language difficulties and unfamiliarity with the marketplace....

Purpose – Research shows that teams often fail to surface and use unique information to evaluate decision alternatives. Under a condition known as the hidden profile, each member uniquely possesses a critical clue needed to uncover the superior solution. Failure to share and adequately...