Assessing determinants influencing continued use of live streaming services: An extended perceived value theory of streaming addiction
Streaming services are becoming very popular among people and are considered as an
entertainment alternative to the traditional model of broadcasting services due to its …
entertainment alternative to the traditional model of broadcasting services due to its …
Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model
The exponential growth of mobile phone usage has shifted the attention of marketers toward
digital advertising as a tool for targeted communication. However, the increased usage of …
digital advertising as a tool for targeted communication. However, the increased usage of …
The Impact of Mukbang Live Streaming Commerce on Consumers' Overconsumption Behavior
Food live streaming shopping, which features a host eating and promoting the products to
viewers, has become a new form of food marketing. In three studies, the authors examine …
viewers, has become a new form of food marketing. In three studies, the authors examine …
Microlearning: A new learning model
MJ Dolasinski, J Reynolds - Journal of Hospitality & Tourism …, 2020 - journals.sagepub.com
Changes in the current workplace are creating changes in traditional processes. One such
process is the way that the millennial and subsequent generations joining the workplace …
process is the way that the millennial and subsequent generations joining the workplace …
Integrating the SOR model to examine purchase intention based on Instagram sponsored advertising
This study explores how the value of sponsored Instagram advertisements (ads) can
enhance consumer ad-related involvement (cognitive and affective) and flow experience …
enhance consumer ad-related involvement (cognitive and affective) and flow experience …
Predicting trust in online advertising with an SEM-artificial neural network approach
Trust has an imperative role in online advertising because the effectiveness of the adverts
will be greatly affected when consumers distrust online adverts. Currently, the level of …
will be greatly affected when consumers distrust online adverts. Currently, the level of …
This way up: The effectiveness of mobile vertical video marketing
The mobile environment of the 2020s is experiencing a vertical video revolution. The
portrait, or vertical, screen format is replacing the traditional landscape, or horizontal, format …
portrait, or vertical, screen format is replacing the traditional landscape, or horizontal, format …
The impact of advertising value of in-game pop-up ads in online gaming on gamers' inspiration: An empirical investigation
In online gaming, pop-up ads are effective advertising strategies with a high conversion rate.
Businesses are actively using pop-up ads in online games for advertising. However …
Businesses are actively using pop-up ads in online games for advertising. However …
Investigating the effects of host trust, credibility, and authenticity in podcast advertising
NH Brinson, LL Lemon - Journal of Marketing Communications, 2023 - Taylor & Francis
After decades of catering to niche audiences, podcasting is now recognized as a booming
industry with more than 100 million Americans tuning in every month. Moreover, marketers …
industry with more than 100 million Americans tuning in every month. Moreover, marketers …
Don't lose your product in story translation: How product–story link in narrative advertisements increases persuasion
M Glaser, H Reisinger - Journal of Advertising, 2022 - Taylor & Francis
Story advertisements combine entertainment and persuasion. To persuade effectively these
ads must meaningfully link the story with the product. A disconnect between story and …
ads must meaningfully link the story with the product. A disconnect between story and …