Purpose: The purpose of this paper is to quantitatively assess the essential trends of existing research on “puffery in advertising” through bibliometric analysis. Design/methodology/approach: This study uses citation data collected through Scopus and Google Scholar for the research area...

Purpose: The purpose of this study is to develop a framework to investigate the mediating role of attitude toward advertising for the relationship between the exogenous constructs – advertising puffery and celebrity trustworthiness, and an endogenous construct purchase intent....

Purpose The purpose of the present study is to synthesize the extant literature on augmented reality and virtual reality in the apparel industry using bibliometric and network visualization techniques. This paper also highlights the existing gaps in the literature and sets out the future...