Internet access has changed media communication forever and reshaped the business
models of mobile carriers and Pay-TV companies alike. A growing number of studies have …

Tourism organizations use social media to promote their destinations and attract new
customers. However, there is a challenge in how tourism organizations can choose or create …

Streaming video (SV), such as YouTube, is a new media widely used nowadays.
Nevertheless, there is a lack of knowledge about advertising in SV. In view of this, through a …

YouTube is one of the emerging technologies that impact consumer behavior. In the tourism
sector, travel video blogs (travel vlogs) have become increasingly popular since they are …

Purpose E-commerce live streaming is a new influencer advertising method that allows
influencers to interact directly with consumers on e-commerce platforms. Although evidence …

YouTube (YT) is the largest online video digital channel with more than 2 billion users, and
over a billion hours of YT videos are viewed every day, particularly among young …

The present study attempts to examine how the various emotions expressed in customer
engagement content available on online product review videos reflect purchase intentions …

TikTok, a widely utilized social media platform owned by ByteDance, has become more
incorporated into several marketing strategies because of its fast-growing market and …

This study explores how the value of sponsored Instagram advertisements (ads) can
enhance consumer ad-related involvement (cognitive and affective) and flow experience …

Trust has an imperative role in online advertising because the effectiveness of the adverts
will be greatly affected when consumers distrust online adverts. Currently, the level of …