This study provides an overview of the evolution of the body of knowledge, current research
streams, potential new domains, and theoretical models of interest for neuromarketing …

Since its inception, the field of consumer neuroscience and neuromarketing has undergone
significant development. The principal objective of this work is to identify current research …

E-commerce live streaming can considerably help brands improve sales dynamics, but it is
multiple dilemmas in choosing suitable e-commerce live streaming product showcasing …

Given the rise of marketing through social media influencers (SMIs), this study aimed to
investigate the influences of source credibility and content validity factors on followers' …

Influencer marketing is a popular strategy to connect with consumers. However, influencers'
use of overly high-arousal language in promoting products (eg,“it's totally AMAZING!”) has …

Influencer marketing is a popular strategy to connect with consumers. However, influencers'
use of overly high-arousal language in promoting products (eg,“it's totally AMAZING!”) has …

Purpose Increasing followers' positive word-of-mouth (PWOM) is a critical means through
which social media influencers (SMIs) marketers can increase SMIs' follower count. Studies …

Neuromarketing is the field of studying neural signals to comprehend consumer behavior,
which can help improve marketing strategies. In the recent past, scholars have conducted …

Purpose In influencer advertising, followers engage in more frequent and timely interactions
compared to nonfollowers, making them the primary audience for these advertisements …

The dynamic impact of electronic word-of-mouth (eWOM) valence on consumer attitudes
and perceptions emphasizes the necessity of understanding how online reviews influence …