Instagram has become a popular platform for consumers and marketers. Using the stimulus-
organism-response theory, this study compared lifestyle and brand influencer types of …

Recognizing the growth of Facebook and advertising on this platform in an emerging market,
we conducted a study on the impact of Facebook advertising characteristics on the market's …

Purpose This study aims to find the determinants of internal and external customer
satisfaction of Islamic banks of Pakistan through service quality indicators that are …

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

In-stream ads are one of the most common ad formats on the Internet nowadays, especially
on YouTube. However, there has not been enough research on visual attention 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 …

Splash advertisements have been one of the most fastest-growing advertising in mobile
apps. Given the intrusiveness of ads, mobile splash advertisements introduced skip control …

Mobile devices have evolved as a major channel for online video consumption. With the
growth of online video platforms, various ad formats have been experimented to increase …

The study aims to identify the role of preceding self-service technologies (SSTs) in the
adoption of mobile banking (m-banking). More specifically, the study examines the impact of …

Marketing communications are witnessing a historic change in current times with online
digital video advertising becoming a trend. Marketers are spending a significant pie of …