Location-based advertising (LBA) refers to the delivery of marketing messages to mobile
devices based on consumer location. The literature finds that LBA improves marketing …

Purpose The growing number of firms leveraging social media ads highlight the urgent need
for firms to understand social media ads and their effects on consumer perceptions and …

With the wide application of virtual influencers (VIs), consumers are increasingly exposed to
VIs with different primed identities. However, research on how VIs influence purchase …

Purpose Personalization is a key element of restaurant innovation. Few studies in the
business literature have examined its influence on table-service consumer behavior …

In the first half of 2022, Ancol is rebranding by releasing a new logo. This study uses a
qualitative descriptive method with Charles Sanders Peirce's Semiotic Analysis, specifically …

As smartphones become ubiquitous, practitioners look to the data generated by location-
tracking services enabled on these devices as a comprehensive, yet low-cost means of …

The widespread use of Social Media Marketing (SMM) has a significant impact on
increasing consumer Purchase Interest (PI). The vast market potential in Indonesia's Online …

İnternet kullanıcılarının sanal ortamda bıraktıkları kişisel bilgileri, satın alma davranışları, ilgi
alanları ve çevrim içi hareketleri gibi pek çok veri izlenmekte, depolanmakta ve markaların …

Baigiamojo darbo tikslas yra išanalizuoti sėkmingų bei paveikių internetinių reklamų
vizualinio turinio sprendimus, lėmusius vartotojų įsitraukimą. Kad tikslingai galėčiau atlikti …

Purpose Drawing on self-determination theory (SDT), this study analyzes the impact of
gamified and personalized coupons on the intention to redeem digital coupons in the …