A growing number of consumers want companies to act sustainably. Companies have
responded by advertising their sustainability initiatives, practices, and products. This paper …

The recent growth in digital marketing investments and revenues has attracted the attention
of both marketing practitioners and scholars. However, this growth has dramatically …

Social media engagement requires cognitive resources, which subsequently impact the
advertisements consumers see while browsing. For the most part, however, advertising …

Online behavioral advertising (OBA) is now the norm for social media advertising
campaigns. Brands use detailed consumer data points to customize product placement, but …

Advertisers often use assertive messages because they minimize ambiguity, are attention-
grabbing, and encourage behavioural compliance, making them a popular message design …

The present researchers performed a study to present a detailed procedure of full-scale text
analyses of online customer reviews (OCRs) and display an exemplary trial of machine …

The review of this research study segments online consumers into different consumer
categories based on how they perceive and relate to the fashion business through social …

Some brands, not-for-profit organizations, and social media influencers post tips to
encourage prosocial behaviors. This is particularly prevalent in the context of environmental …

This empirical study compares the effects of consumer generated brand-related content
versus brand generated advertising on X (formerly Twitter). Guided by the theory of planned …

Television advertising is an important channel through which brands create equity, based on
the brand associations that consumers derive from viewing television advertisements (TV …