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The substantial expansion of technology and the efficacy of digital platforms in reaching young audiences have led to enhanced targeting and customization of promotional communications. Notwithstanding the expansion and efficacy of contemporary advertising platforms, scholarly attention has not kept pace with this domain of inquiry. This study aims to assess the antecedents of Google Shopping Ads (GSA) on intention to purchase behavior among the Generation Y and Z cohorts.

The current study used a quantitative approach and snowball sampling technique to gather primary data via a questionnaire and Google Forms, which resulted in the collection of 5,808 questionnaires among the cohort members. A principal component analysis and multigroup confirmatory multigroup structural equation modeling (between Generation Y and Z) were used to assess the research data and model.

The results show positive trust and perceived value associations with intention to purchase, particularly among Generation Y and Z consumers. The findings also show negative irritation, product risk and time risk associations with intention to purchase, especially among the Generation Y cohort, which indicates that young consumers generally do not observe perceived risk due to the usage of GSA.

GSA will continue to grow and become an increasingly important integrated marketing communications tool as the digital landscape develops. It can be concluded that young consumers show a high degree of perceived value and low levels of perceived risk due to the use of GSA. This study, therefore, promotes improved understanding among academics, marketers and businesses of search engine advertising among young cohorts of consumers (Generation Y and Z) in a developing country context.

This paper aims to give an overview of the history and evolution of commercial search engines. It traces the development of search engines from their early days to their current form as complex technology-powered systems that offer a wide range of features and services.

In recent years, advancements in artificial intelligence (AI) technology have led to the development of AI-powered chat services. This study explores official announcements and releases of three major search engines, Google, Bing and Baidu, of AI-powered chat services.

Three major players in the search engine market, Google, Microsoft and Baidu started to integrate AI chat into their search results. Google has released Bard, later upgraded to Gemini, a LaMDA-powered conversational AI service. Microsoft has launched Bing Chat, renamed later to Copilot, a GPT-powered by OpenAI search engine. The largest search engine in China, Baidu, released a similar service called Ernie. There are also new AI-based search engines, which are briefly described.

This paper discusses the strengths and weaknesses of the traditional – algorithmic powered search engines and modern search with generative AI support, and the possibilities of merging them into one service. This study stresses the types of inquiries provided to search engines, users’ habits of using search engines and the technological advantage of search engine infrastructure.

Automatic dependent surveillance-broadcast (ADS-B) is the foundational technology of the next generation air transportation system defined by Federal Aviation Authority and is one of the most precise ways for tracking aircraft position. ADS-B is intended to provide greater situational awareness to the pilots by displaying the traffic information like aircraft ID, altitude, speed and other critical parameters on the Cockpit Display of Traffic Information displays in the cockpit. Unfortunately, due to the initial proposed nature of ADS-B protocol, it is neither encrypted nor has any other innate security mechanisms, which makes it an easy target for malicious attacks. The system is vulnerable to various active and passive attacks like message ingestion, message deletion, eavesdropping, jamming, etc., which has become an area of concern for the aviation industry. The purpose of this study is to propose a method based on modified advanced encryption standard (AES) algorithm to secure the ADS=B messages and increase the integrity of ADS-B data transmissions.

Though there are various cryptographic and non-cryptographic methods proposed to secure ADS-B data transmissions, it is evident that most of these systems have limitations in terms of cost, implementation or feasibility. The new proposed method implements AES encryption techniques on the ADS-B data on the sender side and correlated decryption mechanism at the receiver end. The system is designed based on the flight schedule data available from any flight planning systems and implementing the AES algorithm on the ADS-B data from each aircraft in the flight schedule.

The suitable hardware was developed using Raspberry pi, ESP32 and Ra-02. Several runs were done to verify the original message, transmitted data and received data. During transmission, encryption algorithm was being developed, which has got very high secured transmission, and during the reception, the data was secured. Field test was conducted to validate the transmission and quality. Several trials were done to validate the transmission process. The authors have successfully shown that the ADS-B data can be encrypted using AES algorithm. The authors are successful in transmitting and receiving the ADS-B data packet using the discussed hardware and software methodology. One major advantage of using the proposed solution is that the information received is encrypted, and the receiver ADS-B system can decrypt the messages on the receiving end. This clearly proves that when the data is received by an unknown receiver, the messages cannot be decrypted, as the receiver is not capable of decrypting the AES-authenticated messages transmitted by the authenticated source. Also, AES encryption is highly unlikely to be decrypted if the encryption key and the associated decryption key are not known.

Implementation of the developed solution in actual onboard avionics systems is not within the scope of this research. Hence, assessing in the real-time distances is not covered.

The authors propose to extend this as a software solution to the onboard avionics systems by considering the required architectural changes. This solution can also bring in positive results for unmanned air vehicles in addition to the commercial aircrafts. Enhancement of security to the key operational and navigation data elements is going to be invaluable for future air traffic management and saving lives of people.

The proposed solution has been practically implemented by developing the hardware and software as part of this research. This has been clearly brought out in the paper. The implementation has been tested using the actual ADS-B data/messages received from using the ADS-B receiver. The solution works perfectly, and this brings immense value to the aircraft-to-aircraft and aircraft-to-ground communications, specifically while using ADS-B data for communicating the position information. With the proposed architecture and minor software updates to the onboard avionics, this solution can enhance safety of flights.

The potential of vehicle ad hoc networks (VANETs) to improve driver and passenger safety and security has made them a hot topic in the field of intelligent transportation systems (ITSs). VANETs have different characteristics and system architectures from mobile ad hoc networks (MANETs), with a primary focus on vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) communication. But protecting VANETs from malicious assaults is crucial because they can undermine network security and safety.

The black hole attack is a well-known danger to VANETs. It occurs when a hostile node introduces phony routing tables into the network, potentially damaging it and interfering with communication. A safe ad hoc on-demand distance vector (AODV) routing protocol has been created in response to this issue. By adding cryptographic features for source and target node verification to the route request (RREQ) and route reply (RREP) packets, this protocol improves upon the original AODV routing system.

Through the use of cryptographic-based encryption and decryption techniques, the suggested method fortifies the VANET connection. In addition, other network metrics are taken into account to assess the effectiveness of the secure AODV routing protocol under black hole attacks, including packet loss, end-to-end latency, packet delivery ratio (PDR) and routing request overhead. Results from simulations using an NS-2.33 simulator show how well the suggested fix works to enhance system performance and lessen the effects of black hole assaults on VANETs.

All things considered, the safe AODV routing protocol provides a strong method for improving security and dependability in VANET systems, protecting against malevolent attacks and guaranteeing smooth communication between cars and infrastructure.

Given the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in this market. Prior research needs to pay more attention to this market in many contexts of digital marketing. This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy (OBA).

Semi-structured interviews were applied, and 16 consumers from Southern Europe aged 55+ were included. The interviews were transcribed and examined following the principles of content analysis.

According to the research, older consumers display their usage and concerns regarding online content. They have different decision-making processes depending on whether they are purchasing products or services. Likewise, their choices of content typology vary based on the utilitarian or hedonic product category.

This study contributes to the literature by providing insights into this growing segmentation and proposing an OBA framework for older consumers related to content marketing. Finally, the study suggests that older consumers are passive online and active offline brand advocates.

The current study examines a novel model that examines how the online and offline or general personality of the same person predicts social identification with the endorser in a message and their subsequent online behaviors (e.g. ad-skipping) on social media, both differentially and simultaneously.

Real-time ad-skipping behaviors were tracked and analyzed across three online experiments.

The results supported the model explicating the dual and simultaneous influence of offline and online personalities on ad-skipping behaviors. Specifically, in response to a skippable video ad, online and offline personalities respectively increase and decrease viewers’ identification with the endorser. Consequently, the higher or lower the identification, the lower or higher the rate of ad-skipping behaviors.

The current study will benefit from a larger set of real-world data (i.e. big data) to enhance the generalizability of the findings, supporting the model.

With the growing prevalence of the gap between online and offline self-identities driven by social media usage, this paper suggests that the ad message needs to address the dual influence of both online and offline identities on ad-skipping behaviors.

The current study tests a novel model that shows that the online and offline personalities of the same person concurrently influence one’s behavior on the Internet, rather than separately.

The COVID-19 lockdown severely impacted organizations in the cultural and tourist business as their products all of a sudden “disappeared”. This study aims to explore if and how the unexpected and disruptive nature of the pandemic accelerated the development of new communication strategies on their social media.

The study draws on data from 24 midsize cultural institutions and tourist attractions in Denmark over the first two months of the lockdown in 2020. Approximately 900 posts on Facebook were collected and analyzed through the netnographic method. The analysis followed a two-layered qualitative approach. First, open coding to identify typologies and enable a comparison with established strategies from the literature review. Then, an exploratory examination was conducted across the typologies.

Nine different content categories were identified in the data and subsequently assessed and discussed in relation to the literature on strategies and dialogic intentions. This resulted in the emergence of two new overarching strategies: hope and host.

While hope is particularly relevant in crisis situations, the utilization of employees in the host role presents an opportunity for further development and engagement. Further, the results call for future research that breaks with the traditional quest for ideal strategies for the benefit of exploring the notion of “strategic doers”.

The identification of the hope and host strategies, along with the analysis of content categories and their alignment with various strategic intentions, contributes to the existing knowledge in this field. Further, the classic perception of engagement as driven by explicit interaction and dialogue is also challenged.

Considering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these intentions, many advertisements still provoke strong negative reactions from consumers due to brand transgressions in social media marketing campaigns that violate these values. The purpose of this paper is to analyze the repercussions that such social media marketing campaigns have on brands, categorizing these campaigns as brand transgressions in social media advertising.

This research uses a mixed-method design that includes semi-structured interviews (Study 1), a content analysis (Study 2) and an online experiment (Study 3).

This paper clarifies the elements that qualify as brand transgressions in advertising within the diversity, equity and inclusion discourse. The negative electronic word-of-mouth (e-WOM) associated with brand transgressions in advertising comprises negative emotions (e.g. anger, contempt, disgust and hate) and behavioural intentions to penalize the brand (e.g. negative word-of-mouth, brand avoidance and protest behaviours). The negative e-WOM stemming from these transgressions amplifies the adverse consequences for consumer–brand relationships by negatively influencing other consumers through sympathy towards the offended parties.

This paper offers brand managers guidelines for preventing and managing negative consumer reactions towards brands based on their responses to marketing campaigns that contradict the principles of diversity, equity and inclusion.

This paper contributes to the literature on brand transgressions related to diversity, equity and inclusion values by exploring their impact on consumer–brand relationships and highlighting the pivotal role of sympathy in perpetuating negative consequences.

The purpose of this paper is to investigate the unexplored part of the historical evolution of travel agencies in Spain, from the end of the 20th century to the 21st century. When examining promotion strategies, the study focuses on the change in marketing and public relations strategies based on the incorporation of information and communication technologies and, in particular, the use of the internet.

This study draws on a qualitative analysis of the different strategies used by traditional agencies and online agencies in Spain from the mid-19th century to the present. This analysis shows how traditional communication strategies survived at the beginning of the 21st century, together with other more innovative ones, while some disappeared, being eliminated by the new online travel agencies, which created a particular conception of marketing and communication. This paper is divided into the following parts: the introduction; the beginnings of travel agency promotion in the 20th century; the evolution of promotion in travel agencies since the late 20th century; communication innovation at the beginning of the 21st century; online travel agencies; and conclusions.

This study shows that although online agencies did not manage to position themselves with a large turnover, they generated advantages and sharpened their imagination to create a new, more economical advertising model, eliminating the costs of public relations and advertising campaigns. In addition, they allowed clients to have greater independence when making their reservations, while enabling them to monitor the tastes of potential and real clients and add blogs so that consumers could express their degree of satisfaction with the product or services provided by the agency.

The focus of attention is the travel agency sector in Spain and, more specifically, communication. Studies on travel agencies and their marketing have been very scarce and partial, impeding professionals in the tourism sector from having a broad vision to direct their promotional and public relations actions. The originality of this article lies in its making a comparison between two different visions of tourism marketing and, specifically, of travel agencies, that is, the traditional vision and the innovative one. It thus helps all professionals in the sector to value and improve their marketing and communication strategies.

Emerging economies are dominated by an unorganized retail landscape, with complex sociocultural norms dictating the behavior of retailers and customers. The purpose of this paper is to explore the phenomenon of consumer embarrassment in an emerging marketing, India.

This research adopts a grounded theory approach and undertakes 31 in-depth interviews with consumers in India. The data is analyzed inductively and iteratively simultaneously with data collection.

The study uncovers that sociocultural normative influences, the retail environment’s structural constraints, interaction-based buying processes and customers’ perceptions play a role in eliciting embarrassment in traditional stores. The traditional format retailers play a significant role in evoking embarrassment and, surprisingly, also in facilitating coping. Contrary to the extant findings, purchasing embarrassing products online may not ensure anonymity and elicit embarrassment. The findings contribute to understanding the phenomenon of embarrassment in emerging markets.

There is a dearth of research examining consumer embarrassment in emerging markets, with extant studies investigating the phenomenon in the modern retail setup of developed economies. The retail landscape of India is predominantly unorganized, with distinct transactional processes and physical characteristics that are starkly different from modern retail stores. Moreover, sociocultural normative forces have distinct influences on the informal setup of unorganized retail.