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This research analyses how dialogical communication on social media enhances the effectiveness of sustainability messages in terms of brand engagement and purchase intention. Dialogical messages generate social media engagement, which helps improve consumer responses.

Two experimental studies (2 × 2) were conducted, in which two factors were manipulated: the dialogical potential of the message (dialogical versus monological) and message orientation (sustainability versus commercial).

The dialogical potential of the message moderates the effect of sustainability messages on brand engagement and purchase intention. Results indicate that sustainability messages featuring dialogical elements generate greater brand engagement and purchase intention than commercial messages. Furthermore, social media engagement mediates these effects.

This study offers valuable insights into applying dialogical principles to sustainability communication on social media. Marketers should design dialogical messages to foster dialogue with customers and enhance engagement.

Few studies have focused on analysing the effects of applying dialogical strategies on social media to communicate sustainability. Thus, this study highlights the importance of dialogical communication beyond the inclusion of interactive elements when communicating sustainability on social media. The inclusion of dialogical features specifically benefits sustainability messages, given the transparency and honesty they demand.

The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions.

The authors use a systematic literature review (SLR) approach, following the PRISMA guidelines, to investigate the current state of research in in-app advertising. The study uses 44 shortlisted articles from the Scopus and Web of Science databases. Using the Theory-Context-Characteristics-Methodology (TCCM) framework, the authors analyze the gaps in theory, context, characteristics and methods.

Using thematic analysis, the authors identify five main themes in the in-app advertising literature, namely, ad platform optimization; mobile app user psychology and behavior; ad effectiveness; ad fraud; and security, privacy and other user concerns. The findings show the need for empirical research, with a strong theoretical foundation in emerging ad formats of in-app advertising, user behavior and buy-side of in-app advertising.

This is a maiden study to conduct a domain-based SLR in the emerging field of in-app advertising using the TCCM framework. The authors highlight the key differences between in-app advertising and mobile web advertising. The authors propose theories in the advertising field that could be used in future empirical studies of in-app advertising.

El propósito de esta investigación es revisar y sintetizar la literatura sobre la publicidad en Apps, identificar lagunas y proponer futuras direcciones de investigación.

Utilizamos un enfoque de revisión sistemática de la literatura, siguiendo las directrices PRISMA, para investigar el estado actual de la investigación en publicidad en aplicaciones. El estudio utiliza 44 artículos preseleccionados de las bases de datos Scopus y Web of Science (WoS). Utilizando el marco Teoría-Contexto-Características-Metodología (TCCM), analizamos las lagunas en teoría, contexto, características y métodos.

Mediante un análisis temático, identificamos cinco temas principales en la literatura sobre publicidad en aplicaciones, a saber: optimización de plataformas publicitarias; psicología y comportamiento de los usuarios de aplicaciones móviles; eficacia publicitaria; fraude publicitario; seguridad, privacidad y otras preocupaciones de los usuarios. Nuestros hallazgos muestran la necesidad de investigación empírica, con una sólida base teórica en los formatos publicitarios emergentes de la publicidad en Apps, el comportamiento del usuario y el buy-side de la publicidad en Apps.

Se trata de un estudio pionero para realizar una revisión sistemática de la literatura basada en el dominio en el campo emergente de la publicidad en Apps utilizando el marco TCCM. Destacamos las principales diferencias entre la publicidad en aplicaciones y la publicidad en la web para móviles. Proponemos teorías en el campo de la publicidad que podrían utilizarse en futuros estudios empíricos sobre la publicidad en Apps.

本研究旨在回顾和总结有关应用内广告的文献, 找出差距并提出未来的研究方向。

我们采用系统性文献综述方法, 遵循 PRISMA 指南, 调查应用内广告的研究现状。研究使用了 Scopus 和 Web of Science (WoS) 数据库中的 44 篇入围文章。利用理论-背景-特征-方法（TCCM）框架, 我们分析了理论、背景、特征和方法方面的差距。

通过主题分析, 我们确定了应用内广告文献的五大主题, 即广告平台优化; 移动应用用户心理和行为; 广告效果; 广告欺诈; 安全、隐私和其他用户关注点。我们的研究结果表明, 有必要在应用内广告的新兴广告形式、用户行为和应用内广告买方等方面开展实证研究, 并奠定坚实的理论基础。

这是一项首次使用 TCCM 框架对新兴的应用内广告领域进行基于领域的系统性文献综述的研究。我们强调了应用内广告与移动网络广告的主要区别。我们提出了广告领域的理论, 可用于未来的应用内广告实证研究。

The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer engagement (CE) towards mobile advertisement.

This study uses a quantitative approach to test the proposed model based on the stimulus–organism–response (SOR) theory. The non-probability purposive sampling technique was used to collect data from Pakistani mobile users through a self-administered questionnaire.

The study results prove that VC alone cannot generate mobile users’ engagement. SA is the key in this regard, which has a relatively higher importance compared to SIC. Furthermore, the serial mediation effect of SA and SIC on CE shows that attractive sources are likely to induce higher SIC and subsequent CE.

The results reveal that without a pleasing SA and positive SIC, mobile users skip the ads by perceiving them to be irritating or interruptive. Mobile ads might cost relatively less, but the advertisers should understand the significance of the SA toward minimizing the mobile advertising skepticism.

Advertisers can enhance the user’s engagement on mobile devices by addressing both the SA and SIC in their VC. The combined effect of both the SA and SIC on CE has not been assessed before. Furthermore, this study has used the SOR mechanism to examine CE.

El objetivo general de esta investigación es evaluar el efecto mediador de la apariencia de la fuente (SA) y la congruencia del auto-influencer (SIC) en la relación entre el contenido visual (CV) y el compromiso del cliente (CE) hacia la publicidad móvil.

Este estudio utiliza un enfoque cuantitativo para probar el modelo propuesto basado en la teoría estímulo-organismo-respuesta (SOR). Se utilizó la técnica de muestreo intencional no probabilístico para recoger datos de usuarios de móviles paquistaníes mediante un cuestionario autoadministrado.

Nuestros resultados demuestran que el contenido visual por sí solo no puede generar el compromiso de los usuarios de móviles. La apariencia de la fuente es la clave a este respecto, que tiene una importancia relativamente mayor en comparación con la congruencia del auto-influencer. Además, el efecto de mediación en serie de SA y SIC en CE muestra que es probable que las fuentes atractivas induzcan un mayor SIC y el consiguiente compromiso del cliente.

Los resultados revelan que sin una SA agradable y una SIC positiva, los usuarios de móviles omiten los anuncios al percibirlos como irritantes o interruptores. Los anuncios para móviles pueden costar relativamente menos, pero los anunciantes deben comprender la importancia de la apariencia de la fuente para minimizar el escepticismo de la publicidad móvil.

Los anunciantes pueden mejorar la participación del usuario en los dispositivos móviles abordando tanto la AS como el SIC en sus contenidos visuales. Hasta ahora no se había evaluado el efecto combinado de la AS y el SIC en el CE. Además, este estudio ha utilizado el mecanismo del SOR para examinar el engagement del cliente.

本研究的总体目标是评估源外观（SA）和自我影响者一致性（SIC）对移动广告视觉内容（VC）和客户参与（CE）之间关系的中介效应。

本研究采用定量方法来检验基于刺激-有机体-反应（SOR）理论提出的模型。研究采用了非概率目的性抽样技术, 通过自填问卷的方式向巴基斯坦移动用户收集数据。

我们的研究结果证明, 仅靠视觉内容并不能引起移动用户的参与。在这方面, 源外观是关键, 与自我影响者一致性相比, 源外观的重要性相对更高。此外, SA 和 SIC 对 CE 的串联中介效应表明, 有吸引力的信息源可能会诱发更高的 SIC 和随后的客户参与。

研究结果表明, 如果没有令人愉悦的SA和积极的SIC, 移动用户就会认为广告具有刺激性或干扰性, 从而跳过广告。移动广告的成本可能相对较低, 但广告商应了解广告源外观对减少移动广告怀疑的重要性。

广告商可以通过在视觉内容中同时考虑广告联盟和广告投放中心这两个因素, 提高用户在移动设备上的参与度。之前从未有人评估过 “SA “和 “SIC “对消费者参与度的综合影响。此外, 本研究还使用了 SOR 机制来考察客户参与度。

Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary reasons for using emojis. The aim of this research was to determine the influence of perceived usefulness, perceived ease of use, trust, and involvement on customer engagement due to emojis used in digital marketing communications among Generation Z (Gen Z) in South Africa.

Following the descriptive research approach, quantitative research was used in this study. A questionnaire (self-administered) was utilized to test the effectiveness of using emojis among 1,000 young consumers. Structural equation modeling was used to test the hypotheses.

The findings of the study yielded positive relationships between the variables, namely between trust and involvement; involvement and the perceived ease of use; involvement and perceived usefulness; perceived ease of use and perceived usefulness; trust and customer engagement; perceived usefulness and customer engagement; involvement and customer engagement; customer engagement and intention to purchase; trust and intention to purchase; and perceived usefulness and intention to purchase.

This study can help organizations in emerging markets use emojis in their digital marketing communications to engage customers and stimulate intention to purchase among young people, especially the Gen Z cohort, who seek organizations and brands that understand and connect with them.

By investigating the effects of emojis in digital marketing communications, this study contributes to the customer-centric process and the literature on emoji usage while also involving a credible digital language when communicating with members of Gen Z. By extending TAM, the findings of this study contribute to the TAM literature by demonstrating that emoji usage in digital marketing communications positively influences various attitudinal associations among Gen Z consumers.

Most of current studies have explored the impact of entrepreneurial culture on entrepreneurial intentions in specific region rather than cross-cultural regions; in addition, these studies have looked more at entrepreneurial role models as part of the environmental factors that influence individuals’ entrepreneurial intentions (Lafuente et al., 2007), rather than viewing environmental factors as independent variables. Furthermore, less research exists to hypothesize and validate the mechanism of this process, even if some studies have already shown the similar ideas. To fill the aforementioned research gap in this area, based on new institutional theory and social cognitive career theory, this paper aims to explore the influence of entrepreneurial role models on entrepreneurial intentions in different cultural contexts by introducing two independent national-level factors, collectivism and media publicity, and subsequently examines the mediating role of self-efficacy.

Two major international databases, Adult Population Survey Global Entrepreneurship Monitor (APS GEM) 2017 and Global Leadership and Organizational Behavior Effectiveness (GLOBE), were used as data sources for this paper. In total, the authors obtained data from 174,128 respondents in the APS GEM 2017 database. Because there is a national-level variable, collectivism, which was collected by the GLOBE, the authors excluded 50,046 participants because their countries did not score collectivism in this database. After screening, 124,082 valid observations from 35 countries were obtained. In this study, hierarchical linear modeling (HLM) was used as the method and HLM 6.08 was adopted for data analysis. According to the purpose of the study, the following four different models will be tested in turn using the HLM, which include the null model, random coefficients regression model, intercepts as outcomes model and slopes as outcomes model.

Some previous studies have shown that entrepreneurial role models have a positive impact on individuals' entrepreneurial intentions, however, the exploration of this effect and its mechanisms in different cultural contexts is lacking (Abbasianchavari and Moritz, 2021). In response, based on a cross-level and cross-national survey, this paper advances the original literature by introducing two cultural dimensions, collectivism and media publicity. The current results suggest that the positive influence of entrepreneurial role models on individuals’ entrepreneurial intentions is somewhat generalized and that self-efficacy plays a mediating role. Moreover, collectivism and media publicity can negatively and positively moderate the effects of entrepreneurial role models on self-efficacy and entrepreneurial intentions, respectively. The findings provide some theoretical support for the role of cultural context in the formation of entrepreneurial intentions, which can help countries with diverse cultures to develop differentiated entrepreneurial role model advocacy strategies to better facilitate the emergence of potential entrepreneurs and advance their subsequent entrepreneurial activities.

First, because this study assumes that entrepreneurial role models are templates that can inspire potential entrepreneurs and provide them with entrepreneurial approaches (Laviolette et al., 2012), which has a certain positive bias, it may mean that the findings of this paper are not applicable to all scenarios, as role models are usually classified by scholars into positive and negative ones. The effect of different types of role models on entrepreneurial intention in a cross-cultural context will be considered as one of the future research directions. Second, in the measurement of country-level variables, this paper assumes that the degree of media publicity and collectivism are homogeneous within a country and does not take into account the differences in these two variables across regions within the same country. Future research is expected to use more granular designs to explore, for example, the effect of entrepreneurial role models on entrepreneurial intentions based on regional differences in media publicity and collectivism, rather than national differences. Third, due to the cross-sectional research design used in this paper, the dynamic influence of entrepreneurial role models in the entrepreneurial process was not included in the analysis. In addition, the focus of this study is only on entrepreneurial intention, which is separated from the subsequent entrepreneurial behavior of entrepreneurs. Therefore, the longitudinal study design that explores the dynamic influence of role models in entrepreneurial process should receive more attention.

First, enhancing the exposure of entrepreneurial role models is necessary because the authors found that entrepreneurial role models can positively promote entrepreneurial intentions, whereas self-efficacy plays a mediating role. For example, it is advised for the society to publish entrepreneurs' autobiographies, open entrepreneurial forums, create entrepreneurial interview columns, etc. In these books and activities, detailed descriptions of successful entrepreneurs' methods and skills are highly needed, as these can help potential entrepreneurs to better understand the entrepreneurial process, thus improving their self-efficacy and facilitating their entrepreneurial activities (Zhao et al., 2005). It is necessary to note here that matching the characteristics of entrepreneurial role models and potential entrepreneurs cannot be ignored, as similar characteristics could facilitate the desire of potential entrepreneurs to become more like entrepreneurial role models (Hoffner and Buchanan, 2005).These similar characteristics encompass both demographic characteristics, such as gender, race and age (Garcia, 2017; Harwood, 1999; Jose, 1989), and personal characteristics, such as goal embodiment and educational background (Bosma et al., 2012; Morgenroth et al., 2015). Moreover, the authors believe that the media's promotion of entrepreneurial role models and entrepreneurial activities needs to be enhanced, for example, by incorporating entrepreneurship education in television programs, allowing youth to meet face-to-face with successful entrepreneurs, and developing entrepreneurship lectures or interview programs.

At the same time, role models should be presented differently in diverse cultural contexts. For example, in countries with a strong collectivist orientation, the media should include collectivist messages when promoting entrepreneurial role models, such as his cooperation with the government, family and friends, which is in line with collectivist values, so that potential entrepreneurs in a collectivist context may perceive more similarity to role models and thus increase their entrepreneurial intentions (Morris et al., 1994); On the contrary, in countries with low collectivist tendencies, the media can appropriately carry an element of individualism when promoting entrepreneurial role models, for example, by telling how entrepreneurs succeed on their own strength and superior abilities, which is in accordance with the values of individualism. Based on the same logic, potential entrepreneurs in the context of individualism may thus generate more entrepreneurial intentions (Morris et al., 1994).

First, building on previous studies that explored the relationship between entrepreneurial role models and individuals’ entrepreneurial intentions (Stupacher et al., 2017), the authors further validated the moderating role of two national-level situational factors, collectivism and media advocacy, in this process, which echoes Abbasianchavari and Moritz (2021) that exploring the effects of entrepreneurial role models on entrepreneurial intentions in different cultural context is an essential topic for the future research. Second, the authors demonstrated that self-efficacy can mediate the relationship between entrepreneurial role models and entrepreneurial intentions and that this finding is generalizable. This responds to the hypothesis presented by Morgenroth et al. (2015) that role models, who are served as behavioral templates, can facilitate the generation of goals and behavioral intentions by increasing role aspirates’ self-efficacy, as it enhances their perceived accessibility to goals. Another contribution is that the authors found a possible explanation that the interaction of collectivism and media publicity with entrepreneurial role models may influence individuals' entrepreneurial intentions by affecting their self-efficacy, which unifies the new institutional theory and social cognition career theory.

The purpose of this paper is twofold: first, to propose a methodology to empirically investigate the longitudinal development of social media content concerning buildings characterized by iconic architecture and second, to report on the application of this methodology.

We collected and analyzed empirical data of social media content shared via Instagram between 2011 and 2019 on 16 buildings that can be considered iconic architecture projects. Using an automated pipeline, we collected and processed 264,000 posts and 140,000 images from Instagram for the selected case studies. By studying the posting activity of Instagram users through time series analysis and conducting content analysis of the social media posts by means of both image classification and topic modeling, we report on the development of users’ capturing and reception of the selected case studies on Instagram over time.

First, we identify two distinct time patterns of social media content: instantly popular buildings whose popularity fades over time and buildings that gradually gain popularity over time. Second, we distinguish differences in the content of social media posts: some buildings are primarily covered for their architectural features and others for their cultural function and facilities.

Using empirical investigation of Instagram data on iconic architectural projects, we have identified a correlation: buildings primarily posted for their architecture are generally also the ones to gain instant online popularity that subsequently faded over time. In contrast, buildings primarily posted for their function and facilities slowly gained popularity on the social media platform over time.

Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This study aims to examine which brand-related factors contribute to social media fatigue (SMF) and its subsequent role on driving lurking behaviors, particularly among young consumers.

Based on survey data from 282 young users of social media, a holistic model of brand-related drivers and outcomes of SMF was tested, emphasizing the contribution of brands’ social media presence to users’ disengagement.

Research shows that branded content overload and irrelevance, as well as branded ads intrusiveness significantly impact SMF, which in turn plays a mediating role between brand-related drivers and lurking behaviors. The authors further conclude that the impact of SMF on lurking is stronger for users who follow a larger set of brands.

The study contributes to social media research by addressing its “dark side” and empirically validating the role of brands’ social media presence in developing young users’ fatigue and disengagement. The study further adds to the scant literature on SMF, which was mostly developed outside the branding field. Research also provides valuable insights to brands on how to improve their social media performance.

Enterprise social media (ESM) are expressive spaces where users exchange emotional workplace communication. While some studies have explored how positive emotions may be contagious, little research explored the notion that negative communication may accumulate on enterprise social media. This study explores perceived negativity bias and its correlates in the context of ESM.

This study relies on survey data collected from 599 employees of a global organization. The response rate was 18.7%. Structural equation modeling was used to test the hypotheses.

The results contribute to research on ESM by demonstrating that perceived negativity bias is positively related to feelings of accountability and negatively associated with social support. Furthermore, the results indicate that unmet communication expectations on ESM can have implications for perceived social support beyond online contexts and accountability through perceived negativity bias.

The findings demonstrate how employees' unmet expectations about ESM use increase feelings that a digital environment is disproportionately negative, which may create an “unsafe” space for employees and a fear of being held accountable for their contributions. This study highlights how the Expectation-Disconfirmation Theory provides a fruitful framework for studying enterprise social technologies.

This study suggests that work is not merely a rational endeavor, and that emotions and personal feelings (including negative ones) may shape workplace communication on ESM. We contribute to research on ESM use by using the Expectation-Disconfirmation Theory as a lens to study antecedents and implications of perceived negativity bias.

The pandemic has enhanced the global phenomenon of disinformation. This paper aims to study the false news concerning COVID-19, spread through social media in Spain, by using the LatamChequea database for a duration from 01/22/2020, when the first false information has been detected, up to 03/09/2021.

A quantitative analysis has been conducted with regard to the correlation between fake news stories and the pandemic state, the motive to share them, their dissemination in other countries and the effectiveness of fact checking. This study is complemented by a qualitative method: a focus group conducted with representatives of different groups within the society.

Fake news has been primarily disseminated through several social networks at the same time, with two peaks taking place in over a half of the said false stories. The first took place from March to April of 2020 during complete lockdown, and we were informed of prevention measures, the country’s situation and the origin of the virus, whereas the second was related to news revolving around the coming vaccines, which occurred between October and November. The audience tends to neither cross-check the information received nor report fake news to competent authorities, and fact-checking methods fail to stop their spread. Further awareness and digital literacy campaigns are thus required in addition to more involvement from governments and technological platforms.

The main limitation of the research is the fact that it was only possible to conduct a focus group of five individuals who do not belong to generation Z due to the restrictions imposed by the pandemic, although a clear contribution to the analysis of the impact of fake news on social networks during the COVID-19 pandemic in Spain can be seen from the privileged experiences in each of the fields of work that were identified. In this sense, the results of the study are not generalizable to a larger population. On the other hand, and with a view to future research, it would be advisable to carry out a more specific study of how fake news affects generation Z.

This research is original in nature, and the findings of this study are valuable for business practitioners and scholars, brand marketers, social media platform owners, opinion leaders and policymakers.

Celebrities communicating about environmental sustainability on social media have the power to inspire young adults to engage in pro-environmental behavior, such as reducing their consumption behavior or only buying local and organic food. However, at the same time, celebrities’ carbon-rich and luxurious lifestyles might generate skepticism when they preach about environmental action. Thus, this study aims to shed light on the effects of celebrity pro-environmental messages on young adults’ perceived authenticity and greenwashing and, subsequently, on young adults’ pro-environmental behavior. Moreover, this study examined the moderation effect of congruent (vs incongruent) messages in the celebrity’s social media profile depicting an environmentally friendly (vs unfriendly) lifestyle.

The authors conducted a 3 (celebrity pro-environmental messages: with concrete action claim vs without vs control group) x 2 (celebrity message-lifestyle congruence: congruent vs incongruent) between-subjects experimental study (N = 400) with young adults (16–26 years old).

Results showed a significant positive effect of celebrity pro-environmental messages with concrete green action claims on authenticity perceptions only when the social media profile depicted a congruent environmentally friendly lifestyle. Moreover, higher perceived authenticity of the celebrity by social media audiences led to a higher likelihood of young adults’ engagement in pro-environmental behavior.

To the best of the authors’ knowledge, this study is the first to consider celebrity message characteristics and young adults’ perceptions of authenticity and greenwashing when investigating the effects of celebrity pro-environmental messages on young adults’ pro-environmental behavior.