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The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media.

Drawing from the gamification literature, immersion, achievement and social interaction features were identified as features, and advertising effectiveness factors were brand attention, brand liking and recall. A questionnaire was used for collecting data, and a structural equation modeling approach was applied to examine the model.

The results indicated that immersion, achievement and social interaction features affect advertising effectiveness. Furthermore, advertising effectiveness factors had a significant effect on purchase intentions.

The study contributes to the combination of gamification in advertising by offering characteristics for gamification that can enhance advertising effectiveness through brand attention, liking and recall. Finally, it provides managerial guidance on how they can use gamification in their advertising process.

YouTube (YT) has become a trend among millennials, and thus, marketers are trying to harness the power of it to communicate with them. Global marketers need to understand the mechanism of communicating via YT advertising (YTAD), especially in India that consists of 440 million millennials to re-strategize their YT communications. Consequently, this study aims to examine the influence of YTAD on the cognitive attitude, namely, brand awareness (BA) and brand knowledge (BK) of Indian millennials. The study also tests the moderating impacts of gender, device used for YT watching (DEYTW), duration and frequency of YT watching (DUYTW and FEYTW) on BA and BK.

Generalized linear model – analysis of variance has been used to investigate the proposed relationships in the study. Responses of 294 Indian millennials who watch YTAD regularly have been used for the final analysis. Moderating effects were also tested using Bonferroni pairwise comparisons.

The results revealed that YTAD significantly improves the cognitive attitude (BA and BK). However, gender was not found to have any moderating effect in the relationship of YTAD with BA, whereas moderating effects of gender were observed in the relationship of YTAD with BK. Furthermore, other moderators including DEYTW, DUYTW and FEYTW were found to have significant moderating impacts in the above-mentioned relationships.

In a country like India, comprising the largest millennial population of the world who spends a significant portion of their time in watching YT, it becomes crucial for global marketers to understand how the cognitive attitude (i.e. BA and BK) of millennials improves by watching YT advertisements. As it will help them in strategizing their communications on YT to get favourable consumers’ responses like purchase intention and actual purchase that may happen only when people have favourable cognitive attitude towards advertised brands.

The study offers new perspective to the field of communication by investigating the impact of YTAD on the cognitive attitude (i.e. BA and BK) of Indian millennials.

The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.

To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.

As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.

Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.

This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.

The purpose of this study is to use the grounded theory to summarize the types of celebrity persona and to construct a theoretical model for celebrity persona on consumer purchase intention. Based on the study results, it provides better suggestions for merchants and live streamers and is an expansion of previous research on live-streaming e-commerce.

The grounded theory is recognized as the most scientific qualitative research method and is the ideal explorative method for generating theory. First, the participants were interviewed, and interview data were collected. Then the interview data were organized and analyzed. Finally, this paper summarizes the types of celebrity persona and constructes a theoretical model framework of celebrity persona on consumers' purchase intention.

The results show that the celebrity live streamer persona can be divided into two types: personalized persona and professional persona. Through emotional attachment, the celebrity's persona affects the consumer's purchase intentions. As well as, product type plays a moderating role between celebrity persona and consumer purchase intentions.

The contribution of this research is to start from the celebrity persona, link the celebrity persona with the consumer purchase intentions and expand the research scope of the celebrity persona. It opens the “black box” of the heterogeneity of celebrity live streamers' characteristics on consumer purchase intentions.

This study aims to investigate the ecological awareness of Chinese consumers towards fast fashion and examine the effect of social sustainability claims on green brand image and purchase intentions in China, considering China’s unique environmental policy landscape and its significant role in the global fast fashion industry. The study explores the role of altruistic values in promoting sustainability within the well-known fast fashion brand “H” and how they shape brand image, consumer satisfaction and brand equity.

The study collected data from 257 Chinese participants and used a serial mediation model through the PROCESS macro in SPSS to analyse the correlation between green brand image, created through sustainability claims and consumer purchase intentions. The model also assessed the intermediary effects of brand image, satisfaction and equity.

The findings of the research indicate a direct and positive relationship between green brand image and consumer purchase intentions, emphasising the need for clothing and textile industry marketers to strategically promote altruistic values in their sustainability efforts and highlighting the importance of ecological awareness in shaping consumer behaviour in the Chinese context. This approach enhances green satisfaction and green brand equity and ultimately leads to higher green purchase intentions.

This study provides significant insights into the effectiveness of incorporating social sustainability claims in advertising to improve a brand’s green image and influence consumer behaviour. It emphasises the importance of altruistic values in sustainability strategies, offering valuable guidelines for marketers in enhancing green satisfaction and brand equity, thereby boosting consumer purchase intentions in the context of green branding and sustainability advertising. Focussing specifically on the Chinese market, this research sheds light on the impact of ecological awareness among Chinese consumers within the fast-fashion industry. Given China’s substantial role in shaping global fast-fashion production and its evolving environmental policies, this focus adds significant depth to our understanding of sustainability claims’ influence within this crucial consumer base.

The purpose of this study was to examine consumer data acquired by branded prescription drug websites and the ethics of privacy related to the interconnected web of personal information accessed, packaged and resold by tracker technologies.

The research used the DMI Tracker Tool to collect data on the top 17 branded prescription drug websites, with a specific interest in the tracker technologies embedded in those websites. That data was analyzed using Gephi, an open-source data visualization tool, to map the network of trackers embedded in those branded prescription drug websites.

Findings visualize the interconnections between tracker technologies and prescription drug websites that undergird a system of personal data acquisition and programmatic advertising vehicles that serve the interests of prescription drug marketers and Big Tech. Based on the theory of platform ethics, the study demonstrated the presence of a technostructural ecosystem dominated by Big Tech, a system that goes unseen by consumers and serves the interests of advertisers and resellers of consumer data.

The 17 websites used in this study were limited to the top-selling prescription drugs or those with the highest ad expenditures. As such this study is not based on a random sampling of branded prescription drug websites. The popularity of these prescription drugs or the expanse of advertising associated with the drugs makes them appropriate to study the presence of tracking devices that collect data from consumers and serve advertising to them. It is also noted that websites are dynamic spaces, and some trackers within their infrastructures are apt to change over time.

Branded prescription drug information has over the past three decades become part of consumers’ routine search for information regarding what ails them. As drug promotion moved from print to TV and the Web, searching for drug information has become a part of everyday life. The implications of embedded trackers on branded prescription drug websites are the subject of this research.

This study has significant social implications as consumers who are searching for information regarding prescription medications may not want drug companies tracking them in a way that many perceive to be an invasion of privacy. Yet, as the Web is dominated by Big Tech, web developers have little choice but to remain a part of this technostructural ecosystem.

This study sheds light on branded prescription drug websites, exploring the imbalance between the websites under study, Big Tech and consumers who lack awareness of the system that operates backstage.

This study investigates two important research questions. First, does YouTube advertising create value for customers to activate their inspired-by state (motivation), or does customer engagement in advertised brands have a mediating role? Second, does the inspired-by state influence customers’ inspired-to state (action) to purchase the advertised brand?

This study employs Ducoffe’s advertising value model to investigate how customers’ engagement mediates perceived advertising value and their inspired-by state. The authors split customer inspiration into two primary states: inspired-by (i.e. the early interest in taking action) and inspired-to (i.e. the intention to act), demonstrating that the latter is positively influenced by the former. The study employs SmartPLS V3.2.9 to analyze survey data from 360 respondents in Pakistan – an emerging market.

This study found that informativeness, entertainment, creativity and incentives exerted a significant positive impact on perceived advertising value. The perceived advertising value of YouTube ads fails to influence customers’ inspired-by state directly; however, customer engagement positively mediates the relationship between the perceived advertising value of YouTube and customers’ inspired-by state. Finally, the customers’ inspired-by state is successfully converted into an inspired-to state.

This study has numerous practical implications for advertisers and marketers seeking to optimize social media advertising and marketing performance.

YouTube ads shape consumer behavior, empowering informed choices; authentic engagement transforms the advertising landscape.

This study is the first to examine the perceived advertising value of YouTube ads for eliciting customers’ inspired-by state, assessing the mediating role of customer engagement as a mechanism. Moreover, the authors examine the role of customers’ inspired-by state as a predictor of the inspired-to state.

This study examined the differential effects of printed advertisements with luxury and nonluxury brands on consumer brand attitude persuasion using a qualitative experimental approach.

The authors adopted a qualitative experimental approach and the authors conducted two experiments over six months. In the first experiment, participants were asked to view five print advertisements related to five different luxury brands. In the second experiment, the same participants were asked to view another five print advertisements on non-luxury brands. The qualitative thematic differences for each brand were analyzed using NVivo software, employing the theoretical assumptions of Petty and Cacioppo's (1981) elaboration likelihood model (ELM).

In experiments 1 and 2, it was identified that brand experience, personalized brand experience, product quality, product quantity, personal image-conscious, nonpersonal image-conscious, affordability and unaffordability as the main thematic findings leading to consumer attitude persuasion.

The two main contributions are as follows: theoretically, applying a social psychology theory to the advertising industry offers an understanding of the social cognition stages of a human mindset. As a practical implication, this study's findings guide advertising agencies, marketers and salespeople regarding how to design effective print advertisements in a way that persuades consumer attitudes.

Through the theoretical assumptions of Petty and Cacioppo's (1981) ELM, this paper can be considered one of the first studies to combine social psychology and advertising to investigate the differential effects on consumer brand attitude persuasion for luxury and nonluxury brands.

Endorsement marketing has been widely used to generate consumer attention, interest and purchase decisions among targeted audiences. Internet celebrities who become famous on the Internet are dependent on strategic intimacy to appeal to their followers. Our study aims to examine how multiple exposures to Internet celebrity endorsements influence consumers’ click and purchase decisions in the context of influencer marketing.

Based on a unique and representative dataset, the authors first model consumers’ choices for clicks and purchases with two panel fixed-effect logit models linking clicks and purchases with the frequency of exposure to Internet celebrity endorsement. To further control the endogeneity produced by the intercorrelation between the click and purchase models, the authors also adopt the two-stage Heckman probit structure to jointly estimate the two models using Maximum Likelihood Estimation. Robustness checks confirm the effectiveness of the models.

The results suggest that Internet celebrity endorsement plays a significant role in bringing referral traffic to e-commerce sites but is less helpful in affecting conversion to sales. The impact of repetitive Internet celebrity endorsements on consumers’ click decisions is U-shaped, but the role of Internet celebrities as online retailers will “shape-flip” this relationship to a negative linear relation.

Our study is the first to investigate the repetitive exposure effect of Internet celebrity endorsement. The results show a contradictory pattern with a wear-out effect of repetition in the advertising literature. This is the first study to show how the endorsing self, which is a common business model in influencer marketing, moderates the effectiveness of influencer marketing.

Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products.

To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28.

The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products.

Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers.

This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.