Increasing acceptance of social media among users show that consumers are making deep
emotional connections with them. The purpose of this study is to apply the concept of brand …

Social media has revolutionized advertising, providing marketers with an engaging platform.
Our study explores the impact of social media ad attributes such as, emotional appeal (EA) …

This study delves into the complex landscape of social media utilization among
undergraduate students in higher education institutions in Thailand, investigating the pivotal …

This study investigates how message appeal initiates customer engagement when different
trip purposes or hotel attributes are presented in a tourism and hospitality context. This study …

The purpose of this study is to explore how the media image of one country a൵ects consumer
behavior in another country in the process of intercultural consumption. This study adopts …