This study aimed to develop and validate a theoretical model for examining how different
types of destination advertising (abstract vs. concrete) affect tourists' visit intention. The …

Purpose The purpose of this study is to examine the kinds of ad appeals and brand types
that contribute to perceived ad–media congruence on Instagram and how such congruence …

Airbnb hosts encounter difficulty in choosing an approach to advertising during
unprecedented times caused by the COVID-19 pandemic. This study explores effective …

This study examines under which circumstances customers are more likely to process in-
store digital display ads. An exploratory field study is conducted (n= 296), with a between …

This research demonstrates that the persuasiveness of concrete versus abstract
communication in advertisers' promotional messages depends on how (un) certain people …

We investigate factors affecting tourists' intentions to revisit and recommend a travel site they
visited before. The results indicate that delight (ie, holistic emotional evaluation), more so …

Given the role of construal level in consumers' process of marketing messages, its
application also provides meaningful insight into consumers' processing of time-restricted …

Purpose How individuals engage with social media can significantly impact their
psychological well-being. This study examines the impact of social media interactions on …

The messenger-based social network (Msg-SN), eg WeChat Moments, has emerged as a
new type of social networking with unique characteristics. Msg-SN plays a strikingly …

This study examines how self-related brand images impact the effectiveness of advertising
messages framed by different construal levels. In Study 1 (cosmetics/beauty brands: Dove …