This empirical study compares the effects of consumer generated brand-related content
versus brand generated advertising on X (formerly Twitter). Guided by the theory of planned …

This study examined the influence of User Generated Branding (UGB) on consumers'
attitudes and purchase intentions by comparing it to brand generated advertising on the …

Present research builds upon native advertising research by examining the roles of
advertising message relevance, consumer-brand relationship strength, and authorship. Two …

Limited research exists on how media format and disclosure influence knowledge about and
attitude toward, native ads on Twitter. In response, two experiments were conducted with a 3 …

This study tests hypotheses regarding differences in brand-related user-generated content
(UGC) between Twitter (a microblogging site), Facebook (a social network) and YouTube (a …

Purpose Grounded in uses and gratifications (U&G) theory and relying on the congruence/
incongruence approaches, the current research aims to contribute to the study of interactive …

Purpose The digital environment afforded by social networks has created an opportunity to
understand more clearly the impact of social media native advertising on advertising …

Purpose Drawing upon attribution theory, this study aims to examine how different types of
product information sources (mainstream celebrities vs micro-celebrities) interact with …

Abstract Drawing on Cultivation Theory, this research investigates how Twitter users
perceive tweets about particular brands and how message types affect brand attitudes. We …

Creative media advertising is a specific type of unconventional advertising in which a
regular physical object serves as a medium to carry an advertising message. To better …