Companies spend hundreds of millions of dollars annually on advertising to build and maintain awareness for their brands in competitive markets. However, awareness formation models in the marketing literature ignore the role of competition. Consequently, we lack both the empirical knowledge and...

This research examines four specific objectives: (1) identifying factors that affect Vietnamese consumer attitudes towards smartphone advertising, (2) measuring the level of impact of the factors, (3) testing the difference of attitudes among groups of consumers with different characteristics in...

Celebrity endorsement is a common practice adopted by companies throughout the world. This practice is increasing more and more now even for the technology industry. Companies use celebrity endorsement to influence consumer purchase intention by improving their brand image in the minds of the...

Outstream video advertising is becoming increasingly popular in the industry. Differing from the instream video advertisements (ads) embedded in video content, outstream video ads auto-play in non-video environments when a user navigates to them. On online shopping websites and apps, sponsored...

The phenomenon of internet influencers is among the most discussed issues in marketing to children. The amount of time children spend on the internet increases every year, which increases the risk of becoming the target of influencer marketing. Studying the impact of influencers on children is...

Ad Net Zero is a significant response by the advertising industry to both the climate crisis and corporate movement to a decarbonization of the economy. As the advertising ecosystem is responsible for shaping demand and consumption behaviours, not only does the industry need to attend to its own...

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the advertising message centred around masculinity. This can...

The idea of this research is to combine the influence of personal brand with business needs. This article is a personal brand's analysis on how personal brand influences consumer interest in products/services. An experiment is carried out on the content viewed by consumers using eye-tracking...

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...

The retail industry is one of the top spenders in advertising, and retailers are keen to design an effective ad campaign targeting a relevant audience. We study how the effects of retail advertising on store traffic depend on customer location, ad content, and behavioral attributes using...