Message matching refers to the design and distribution of persuasive messages such that
message features (eg, the themes emphasized) align with characteristics of the target …

Influencer marketing significantly impacts consumer behavior and decision-making.
However, identifying the drivers of influencer marketing effectiveness and conditions that …

Findings of two experimental studies show that Instagram influencers with high numbers of
followers are found more likeable, partly because they are considered more popular …

In recent years, advertisers have increasingly been using emoji in their promotional
communications. However, little is known about how consumers might react to the use of …

Scarcity tactics are an essential tool for marketers. Cues that signal the current or potential
unavailability of a product generally enhance its value and desirability and in turn increase …

Existing literature shows a positive effect of demand-driven scarcity cues on consumer
purchase intentions. Hospitality businesses with high market demand tend to be preferred …

In the online retailing context, we explore the impact of the consumption target on the
relative effectiveness of scarcity versus popularity cues. Purchasing for oneself often triggers …

Understanding how consumers categorize a consumer good as eco-friendly is key to
facilitating consumers' purchasing of products with lower environmental footprints …

This article presents a systematic review of the nostalgia literature (205 articles) using
PRISMA protocols. It dwells on three questions: What do we know about nostalgia? What do …

Purpose The purpose of this study is to understand how perceived micro-celebrity-product
image congruency and product type affect native advertising effectiveness on Instagram …