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The purpose of this paper is to examine the influence of extrinsic factors, namely, age, education, gender, marital status and income on customers’ intention to support Islamic social enterprises via donation. The paper also assesses the influence of religiosity on support intention (SI). The impact of customers’ perceptual reaction to the credibility of social enterprises’ advertising is also measured to assess its influence on SI.

A total of 214 completed questionnaires from online and offline surveys were analysed using several statistical analyses, including structural equation modelling, to assess the effects of the independent variables on SI.

The study found that customers’ socioeconomic status and religiosity have no significant influence on their intention to channel their donations via Islamic social enterprises. It is the social enterprises’ advertising which significantly influences their SI.

The study focuses on an Islamic research context of social entrepreneurship. Thus, the results cannot be generalised directly to the non-Islamic social entrepreneurship context.

Findings of the study suggest that organisations should develop effective communication strategies through advertising to highlight organisational credibility as it plays an important role in shaping customers’ attitudes and intentions.

The study investigates the effects of marketing on customers’ SI. It also considers credibility, advertising, and the concept of branding in a context of social entrepreneurship, a concept that is still largely unexplored in the literature.

This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers.

An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment.

Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement.

First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks.

To the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.

Drawing on Ducoffe’s advertising value model, this study aims to integrate additional constructs (credibility, fantasy and visual appeal) as important antecedents to the perceived advertising value of vlogs. The study also examines the mediating role of place attachment between perceived advertising value and intention to visit a destination.

A total of 267 valid online questionnaires were collected among Pakistanis who (regularly, frequently, weekly or at least monthly) watch vlogs of tourist places on social networking sites and YouTube.

The empirical results using the partial least squares structural equation modeling approach show that informativeness, entertainment and credibility have significant positive effects, whereas irritation negatively impacts advertising value. The study also supports the positive effect of advertising value on visit intention and the mediating role of place attachment.

These findings reinforce a paradigm shift in advertising building on personal credibility, experiences and trustworthiness. This study contributes to the line of research that links promotional activities, destination image, tourists’ attitudes, visit intention and behavior.

本研究借鉴 Ducoffe 的广告价值模型, 将其他构念（可信度、幻想和视觉吸引力）作为感知视频博客广告价值的重要前提。该研究还考察了地方依恋在感知的广告价值和访问目的地的意愿之间的中介作用。

本研究在社交网站和 YouTube 上（定期、频繁、每周或至少每月）观看旅游视频博客的巴基斯坦游客中收集了 267 份有效的在线问卷。

使用 PLS-SEM 方法的实证结果表明, 信息量、娱乐性和可信度具有显着的积极影响, 而刺激则对广告价值产生负面影响。该研究还支持广告价值对访问意愿的正向影响以及地方依恋的中介作用。

这些发现强化了基于个人信誉、经验和可信赖性的广告范式转变。本研究有助于将促销活动、目的地形象、游客态度、访问意图和行为联系起来的研究路线。

Advertisers use various tactics to influence consumer purchases and create positive associations with their brands. The purpose of this study is to explore the formation of peer-endorser credibility and its influence on attitude formation. The role of product involvement in the formation of attitudes and endorser credibility is also examined.

A quantitative study was conducted among university students. Data were collected using an online questionnaire concerning three advertisements for which identical questionnaires were constructed; 364 responses were generated.

The authors show that the credibility of a peer endorser is constructed from trustworthiness, expertise, similarity and attractiveness dimensions that positively affect consumers’ attitude toward an advertisement and a brand. Product involvement affects advertising effectiveness indirectly through the endorser-credibility construct. Finally, the authors show that a consumer’s experience with an advertised product affects the perception of endorser credibility and the effectiveness of the advertisement.

The findings reveal new insights into the little studied area of peer-endorser effectiveness. The authors shed light on the construction of peer endorser credibility and the relative importance of specific credibility dimensions on the effectiveness of an advertisement. This study also provides information on the direct and indirect effects of consumers’ brand involvement on attitudes toward advertisements.

This study is based on a web-based advertising value model, adding emotional appeal, advertising credibility, advertising clicks, product evaluation and incentive to examine the impact on consumers' product evaluation and purchase intention.

In total, 313 valid online questionnaires were collected from those who had browsed the social media advertisement.

The results show that advertising credibility and emotional appeal have a higher impact on advertising attitude than informativeness and irritation in the original web-based advertising value model.

The findings strengthen the literature on the antecedents of advertising attitude in social media context, confirming advertising clicks as a predictor of product evaluation, and determining that advertising attitude, product evaluation and incentive play key roles as predictors of consumer purchase intention.

The findings are particularly relevant to advertising marketing managers. In the context of social media advertising, the advertising credibility of consumers is the key to increasing consumers' willingness to purchase. Advertisers must establish a good advertising reputation to consumers in the social media context.

This study combines the web-based advertising value model, advertising clicks, product evaluation and incentive to investigate the factors that influence customers' purchase decisions in the context of social media.

This paper aims to investigate the effects of informativeness, entertainment and credibility of social media on the perceived value of advertising for Muslim millennial parents. It evaluates the impact of these variables on brand awareness and purchase intention.

This study uses a mixed-method analysis with two stages. In the first stage, information from social media was collected. The second stage involved an online survey of 210 Muslim millennial parents. Structural equation modeling-partial least squares was used to test the study’s prediction.

The results showed that informativeness, entertainment and credibility of the message significantly influence Muslim millennial parents’ perceived value of social media advertising. These aspects also have a significant effect on brand awareness and purchase intention. The parents appreciate entertainment most, followed by the informativeness and credibility of the message.

This study offers new insights on Muslim millennial parents as a new segment in the market. Social media advertising is the most appropriate strategy for approaching this segment, and therefore, should be given much attention by marketers. The message created needs to be informative, entertaining and credible. It should consider culture, Islamic values and tradition.

The study contributes to the evaluation of a new trend for Muslim millennials as young parents. The tendency to spend more time using social media as the primary source of information is evaluated. Additionally, this study gives marketers a better understanding of Muslim millennial parents, especially in a collective society.

The research aims to draw a detailed picture of how international corporate banks and financial institutions approach image advertising to enhance impressions of their credibility. The purpose of the work is twofold, namely to demonstrate how corporate credibility can be conceptualised and made operational for strategic communication, and how the operational categories are utilised in the planning of recent image advertising campaigns in Europe.

A reconceptualised model of credibility dimensions was first proposed to obtain a collection of operational appeal forms. A corpus of 74 print adverts was then analysed in order to establish how financial marketers use the appeal forms to strengthen their corporate reputations. The patterns of credibility appeals obtained were then linked to the supporting visuals to provide a fuller picture of the industry's current praxis for portraying its expertise, trustworthiness and empathy.

The results reveal an overwhelming focus in both text and images on recounting companies' achievements and competencies at the expense of providing assurance of their integrity, truthfulness or attention to clients' needs. There is also clear evidence that corporate advertising is in fact strongly focussed on communicating credibility with less than 10 percent of discourse and visuals devoted to credibility‐free themes and issues.

The study takes a production perspective, using discourse and rhetorical analysis to determine how corporate documents are planned and executed. The data do not thus explain how advertising professionals distinguish between credibility appeals or how their target audiences recognise or respond to text and images communicating credibility.

The results of the research are intended to bring increased attention to the rhetorical options for managing reputations and their potential effects on corporate credibility discourse.

The study demonstrates how dimensions of credibility can be conceptualised at a level relevant both to practitioners and to academic writing courses. Additionally, the application of the credibility appeals disconfirms the expectation that financial services providers are increasingly branding themselves to the market on the basis of their character and concern for customers' well‐being.

The purpose of this paper is to propose and test an integrated model of mobile advertising taking into consideration the unique characteristics of Asian consumers.

The survey research method has been used to collect data among young mobile users in China and South Korea. A structural equation model (SEM) technique is employed to analyze the data.

The results show that Chinese and South Korean consumers share similar beliefs and attitudes toward mobile advertising. Perceived informational usefulness, perceived entertainment usefulness, perceived ease of ease and credibility emerge as significant belief factors positively influencing attitude in both countries. Irritation, on the other hand, negatively predicts attitude. Attitude toward mobile advertising and subjective norm emerge as the strong predictors of consumers’ intention to use mobile advertising in both countries. The effects of perceived social usefulness on attitude and incentive on intention to use demonstrate different patterns between the Chinese and South Korean samples.

The findings are particularly relevant to international marketing managers. To effectively reach Asian consumers through mobile, increasing credibility and entertainment values are the keys. Meanwhile, providing relevant information in easy to use format is also an important issue.

Based on the established advertising theories, this study proposes an integrated model to examine how beliefs, attitude and other influencing factors affect mobile advertising effectiveness among Chinese and South Korean consumers. This research provides insights into the uniqueness and effectiveness of the new mobile medium as opposed to traditional media. Furthermore, this study deepens the understanding of advertising hierarchy effects in an international setting by examining similarities and differences between China and South Korea. Most of existing cross-cultural studies choose cultures that are sharply contrast to gain significant findings and to support established cross-cultural theories. It is also very important for researchers to examine cultures that are relatively similar to gain a better understanding of the impact of culture. The study answers such a call.

In recent years, closed social networking sites (SNSs) have become popular advertising media. Marketer-generated advertisements (MGAs) and user-generated advertisements (UGAs) are the two pillars of advertising businesses. The objective of this research is to investigate and compare how these ad types (i.e. MGA versus UGA) affect advertising effectiveness in closed SNSs.

The authors conducted a scenario-based experiment of 403 WeChat users in China and used partial least squares structural equation modeling (PLS-SEM) to examine the research model.

The study results indicate that UGAs perform better than MGAs in enhancing consumers' perceived informativeness, credibility and entertainment, while MGAs are more likely to make consumers feel irritated than UGAs in closed SNSs. Moreover, consumers' perceived informativeness, credibility and entertainment positively influence advertising effectiveness, whereas perceived irritation negatively affects it.

This study reveals consumers' psychological response mechanisms to MGA and UGA and sheds light on their differential effectiveness by extending the stimuli-organism-response model to the context of closed SNSs.

This paper aims to understand the religio-spiritual insights of the consumers and investigate their relationship with the consumers’ attitude towards advertising and its antecedents. Religious festivals, such as Ramadan, are celebrated with high religio-spiritual contemplations, which are often targeted by intensive marketing campaigns. During these religious festivals, consumers’ attitude toward advertising is influenced when television commercials contain “unnecessary” entertainment, “inappropriate casting” of celebrities with less credibility, “cluttered” information, “phony claims” related to good for economy and “annoying content” increasing consumers’ irritation.

This study developed a higher-order construct of religio-spiritual insights and used “Theory of Reasoned Action” for measuring the effect of religio-spiritual insights on consumers’ attitude toward advertising. Exploratory sequential mixed methods research design was used to develop and validate the instrument. A total of 30 semi-structured interviews were conducted during i-depth analysis phase to generate themes and questionnaire. During instrument validation phase, 839 Muslim consumers were surveyed by using the questionnaire, and instrument was validated by using the co-variance-based structural equation modeling approach.

This study develops and validates the instrument of religio-spiritual insights and identifies its significant direct and mediating effects between the consumer’s attitude toward advertising and its determinants.

The newly developed instrument of religio-spiritual insights is based on six dimensions, namely, “beliefs and practices,” “association with higher power,” “interconnectedness,” “self-actualization,” “heart and mind involvement,” “knowledge and meanings.” This instrument of religio-spiritual insights was validated and then tested by using a conceptual framework based on the several variables, such as attitude toward advertising, irritation, good for economy, entertainment, credibility and information.