Powered by artificial intelligence (AI), chatbots are increasingly capable of simulating human-
like conversations. But, is this desirable for strategic communications? Will chatbots be more …

This study is a quantitative content analysis of 445 viral video ads shared online between
2009 and 2019. Using the framework of the Elaboration Likelihood Model (ELM) that …

This study aims to broaden knowledge about the effects of green (environmentally
responsible) advertising images on consumer behavior in the context of the hotel industry. A …

Abstract This empirical research (n= 177) compared the impact of user generated videos
and brand generated videos on online shopper perceptions, attitudes and purchase …

ABSTRACT A popular joke amongst marketers is that the best place to hide a dead body is
page two of search results. Meaning, nobody looks beyond the first page of search results. In …

This research compared the impact of the presentation format of consumer generated
reviews on online shoppers' perceptions, attitudes, and purchase intentions within an online …

This research proposes that anthropomorphism has negative downstream consequences in
a healthcare product context. Using anthropomorphization in a product, package design or …

Enhancing public awareness for epidemic prevention is crucial for safeguarding public
health. This experimental study investigated the effectiveness of a combined approach …

Despite the urgency of protecting the environment, unsustainable apparel consumption
continues to damage it. We identified some of the most important consumer concerns (ie …

Background Pharmaceutical spending on prescription drug promotion is considerable, and
exposure to advertising can influence demand and behavior. The US Food and Drug …