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) …

Thirty years ago, Hirschman and Holbrook (1982) advocated greater attention to hedonic
consumption and the myriad ways in which consumers seek pleasure and enjoyment. A …

The metaverse connects the physical and digital worlds to improve the consumer
experience, but little is known about how consumers respond to branded virtual worlds in …

Social media influencer (SMI) advertising is on the rise; however, extant theory regarding the
determinants of SMI advertising effectiveness is undeveloped. The present research …

Augmented Reality (AR) is a promising and growing field in marketing research and
practice. Very little is known if, how, and why AR-apps can impact consumers' perception …

In today's digitalized world, technologies such as the Internet of Things (IoT) and smart
connected objects (SCOs) are moving to the forefront and have given rise to fundamental …

Artificial intelligence (AI)-powered autonomous vehicles (AVs) are one of the most highly
anticipated technological advancements of our time, with potentially wide-ranging social …

To reduce the negative impacts of the COVID-19 pandemic, local government officers
conducted live streaming to sell and endorse local products. Understanding factors and …

The recent rise of consumer virtual reality (VR) hardware raises important questions in the
field of online marketing: what makes 3D VR more informative and playful than conventional …

This study aims to examine students' experience of augmented reality learning applications
(AR. LRP). Uses and gratifications theory was proposed as a theoretical foundation of the …