Current situation in COVID-19 pandemic as well as the significant digital transformation,
where the whole world is being forced to participate, are lead for a wide acceptance to use …

Purpose The purpose of this study was to investigate the online shopping intention of
customers by watching artificial intelligence (AI)–based deepfake video advertisements …

Short video platforms have become increasingly popular in recent years. Their success
relies heavily on users' continuous watching and advertising revenues. However, the factors …

With the development of social media and the ubiquity of the Internet, recent years have
witnessed the rapid development of online video advertising among publishers and …

The increasing number of mobile video advertisements has led consumers declining to
watch them, making it essential that companies work to reverse this trend. A short-length …

Advertising plays an essential role for creating brand awareness that leads to consumer
behavior toward services and products. The objective of this research is to investigate the …

Purpose YouTube (YT) has become a trend among millennials, and thus, marketers are
trying to harness the power of it to communicate with them. Global marketers need to …

Purpose This study aimed to test some dynamics related to YouTube advertising clutter and
viewers' attitudes towards YouTube channels operated by traditional television (TV) …

Social media have been developed as a vital source of information for millennials
worldwide, including in India. The present study identifies the influence of the various social …

Purpose Health short videos are serving as a powerful tool for encouraging individuals to
actively adopt healthier behaviors. The sensory cues applied in these videos can be useful …