While previous research suggests that nostalgia can stimulate future‐oriented motivation
and goal pursuit, the presence of conflicting findings complicate our understanding of the …

Purpose In the digital era, creativity is pivotal in marketing, particularly in advertising, where
mobile short-video advertising (MSA) has surged in popularity. However, the mechanism of …

Advertising value is a concept representing the overall usefulness and worth of advertising
to consumers. While the concept is valuable in assessing consumers' appreciation of …

Purpose Managers engage in marketing efforts to boost sales and in setting marketing
budgets based on current or historical sales. Past studies have overlooked the reciprocal …

The research aims to find a strategy for how YouTube ads remain effective and watched and
create persuasion to consumers in the midst of changing viewing behavior. The unit of …

While previous research suggests that nostalgia can stimulate future‐oriented motivation
and goal pursuit, the presence of conflicting findings complicate our understanding of the …

The research aims to find a strategy for how YouTube ads remain effective and watched and
create persuasion to consumers in the midst of changing viewing behavior. The unit of …

The objective of this research, conducted at the edge of advertising knowledge, is to present
a comprehensive model for predicting future trends in the field of visual metaphors in …

El propósito de la investigación fue establecer la relación entre marketing digital y
posicionamiento de marca en el trabajo de promoción cultural desarrollado por una entidad …

The age of self-media means that every consumer user can publish production information
and influence others. Therefore, the interaction between consumer users and companies on …