From advertisers and marketers to salespeople and leaders, everyone wants to hold
attention. They want to make ads, pitches, presentations, and content that captivates …

Influencer marketing is a popular strategy to connect with consumers. However, influencers'
use of overly high-arousal language in promoting products (eg,“it's totally AMAZING!”) has …

We investigate the effect of social media content on customer engagement using a large-
scale field study on Facebook. We content-code more than 100,000 unique messages …

To better understand individual variation in emotional responses to advertising, the authors
recommend considering 3 general factors: characteristics of the individual who sees the ad …

Purpose This study aims to uncover relationships between content communities post
language, such as parts of speech, and user engagement. Design/methodology/approach …

This research contributes to the current understanding of language effects in advertising by
uncovering a previously ignored mechanism shaping consumer response to an increasingly …

Persuasion is a foundational topic within psychology, in which researchers have long
investigated effective versus ineffective means to change other people's minds. Yet little is …

Most recent research examining the influence of story-based advertisements on persuasion
leverages theories of narrative and character involvement. These theories emphasize …

Underpinned by feelings-as-information theory and construal level theory, this present
research examines the effect of mixed emotions in advertising on word of mouth (WOM) and …

Prior research on attention shifts to advertisements has focused primarily on demonstrating
how perceptual features can shift attention to advertisements. In this article, the authors …