Social media have grown into a powerful marketing communications tool in the global
economy. Marketers dedicate their time and resources to build trust and rapport with …

As a new form of advertising, augmented reality (AR) advertising offers a unique opportunity
to study how new technology-facilitated ad campaigns are constructed across cultures. This …

​ Werbekommunikation geht weit über die Verbreitung massenmedialer, bezahlter
Werbeanzeigen in der Wirtschaft hinaus. Der soziale Mechanismus, der ihr zugrunde liegt …

Purpose Based on congruency theory, this study aims to examine the effects of celebrity
endorsement on endorser credibility in Japanese over-the-counter (OTC) drug advertising …

Advertising designed around the 'value'notion represents a way to deal with widespread
retail competition and knowledgeable, empowered consumers. This study empirically …

One of the core issues in international marketing is the degree of adaptation or
standardization of marketing messages, including advertising (Baack & Singh, 2007; Khang …

The purpose of this study was to investigate differences in the use of social media as a
marketing tool by commercial brands. The Elaboration Likelihood Model and its notion of …

Digital market value is derived from shared information content, whereas traditional market
value is determined by information control. Traditionally, marketing management …

American (ie, Western) thinking favors the analytic style, focusing on the focal object and
internal attributes; Chinese (ie, Eastern) thinking favors the holistic style, paying attention to …

ABSTRACT Based on the Elaboration Likelihood Model, the current study investigates
information types that are cross-promoted in Japanese pharmaceutical advertising. The …