Psychological reactance gained scholarly attention and is continued to be explored across
various disciplines ever since Brehm proposed reactance theory in 1966. Proliferation of …

Purpose Minimal attention is given to the negative valences of customer engagement and
how they manifest in ways that detract from service value. The purpose of this paper is to …

Danmaku, a new type of real‐time electronic word‐of‐mouth (eWOM) for shopping during
live streaming, was designed to be consistent when promoting products during live …

Consumers can get disengaged from advertisements, but there is scarce research that
examines advertising disengagement. Extant research lacks a clear, comprehensive …

Purpose Drawing on the reciprocity principle of social exchange theory situated within
Service-dominant Logic, this study aims to examine how customers' perception of …

Özet Reklam, tüketici tutumlarını ve davranışsal niyetleri şekillendiren pazarlama girişimleri
için önemli bir ikna aracıdır. Tüketicilerin reklama yönelik tutumlarını belirleyen faktörlerden …

Social advertising, ads in social media platforms, have become popular in recent years
because of the evolution of internet technologies such as web analytics and big data mining …

As the rapid growth of technology, there're new advertising trends which can deliver the
communication messages to the people more accurately. Therefore, every business …

The purpose of this paper is to apply the meta-theoretical model of motivation and
personality (3M) of Mowen to study consumers' ad avoidance in the context of online …

The attitude of consumers who are pro-environment does not always lead to buying
behavior on environmentally friendly products. Although consumers are regularly exposed …