One of the most reliable and impactful methods for enhancing a persuasive appeal is to
match an aspect of the proposal (ie, its content, source, or the setting in which it is delivered) …

Research in marketing often begins with two assumptions: that consumers are able to
choose among desirable products, and that they have sufficient resources to buy them …

Celebrities frequently endorse products, brands, political candidates, or health campaigns.
We investigated the effectiveness of such endorsements by meta-analyzing 46 studies …

We propose that attributions about an endorser truly liking, using, or desiring a promoted
product mediate the relationship between source and message factors and persuasion via …

This paper explores the effects of emotions embedded in a seller review on its perceived
helpfulness to readers. Drawing on frameworks in literature on emotion and cognitive …

Given recent interest in social media, many brands now create content that they hope
consumers will view and share with peers. While some campaigns indeed go “viral,” their …

A novel function of live streaming is that viewers can send paid gifts to broadcasters. In
addition, viewers can engage with broadcasters by sending danmaku, a type of comment …

Emotions are mental states of readiness that arise from appraisals of events or one's own
thoughts. In this article, the authors discuss the differentiation of emotions from affect, moods …

The authors develop a measurement scale tapping Pine and Gilmore's (1999) four realms of
experience that is applicable to lodging and, potentially, tourism research across various …

Persuasion plays an essential role in everyday social life. We use the term persuasion to
refer to any procedure with the potential to change someone's mind. Although persuasion …