Purpose–The purpose of this paper is to review, critique and develop a research agenda for
the Elaboration Likelihood Model (ELM). The model was introduced by Petty and Cacioppo …

Considerable research suggests that advertising executional cues can influence
communication effectiveness. Related research indicates that communication effectiveness …

Recent marketing trends indicate the rise of influencers as an extension of word of mouth
campaigns. As consumers turn to social media platforms, organizations are realizing the …

This paper focuses on consumer electronics products and observes the comparative effect
of celebrity vis-à-vis expert influencers on consumers' online purchase intentions. The …

• Why do people behave and think the way they do?• What makes people choose certain
products and services?• How does consumption affect our everyday lives? Informed by …

This research is designed to empirically investigate how social media needs and innovation
influence the adoption of social media amongst Internet users. The theoretical perspective of …

Prior research has validated the importance of consumer delight and satisfaction for
explaining consumer loyalty. This study extends our existing knowledge of how delight and …

Purpose This study aims to examine the effect of sensory brand experience and involvement
on brand equity directly and indirectly through cognitive, emotional and behavioral …

A bipolar adjective scale, the Personal Involvement Inventory (PII), was developed to
capture the concept of involvement for products. The scale successfully met standards for …

Durante anos, a Administração foi considerada uma atividade paralela e apenas
complementar ao comando das organizações, em geral, e das empresas, em particular …