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This research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new market.

To accomplish this goal, two experiments manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative) and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking and an online questionnaire. In Study 2, a total of 138 participants visited a website with the targeted display ad and responded to an online questionnaire.

Overall, the results of two studies show that the relationship between CR and display advertising effectiveness is moderated by the advertising context and advertising appeal in incidental exposure, whereas only the advertising context moderates this relationship in forced exposure when launching a brand into a new market. Moreover, the study illustrates the importance of collecting subjective and objective data in advancing the knowledge and understanding of interactive marketing communications such as display advertising.

The study is a novel attempt within the well-established realm of interactive marketing and, specifically, of digital advertising to examine the persuasive effects of display ad features such as the context, appeal and exposure on display ad effectiveness, considering consumers' predispositions such as resistance to change.

The study investigates the antecedents and consequences of digital ad avoidance in the e-commerce industry. This study aims to investigate how digital ad avoidance relates to internet usage over time, using a two-wave longitudinal research design. This study also explores how real-world advertising clutter (clutter and non-clutter) affects these relationships.

The data were collected from 192 online consumers in Türkiye, and a two-wave longitudinal research design and structural equation modeling were conducted to test the hypotheses of the conceptual model.

The results indicated that perceived goal impediment and prior negative experience had positive effects on affective avoidance in both ad-clutter and non-clutter periods. Further, affective avoidance had a significant positive effect on both cognitive and behavioral avoidance in either period. In addition, ad clutter moderated the effects of cognitive and behavioral avoidance on online purchase intention.

This research provides new evidence of the crucial role perceived goal impediment, prior negative experience and perceived control each play in driving digital ad avoidance. This paper contributes to the body of knowledge in the field by exploring how advertising clutter (both cluttered and non-cluttered settings) moderates these relationships through a two-wave longitudinal study.

The authors argue that privacy is integral to the well-being of consumers and an essential component in not only corporate social responsibility (CSR) but what they term uniquely as social media responsibility (SMR). A conceptual framework is proposed that delineates the privacy issues companies should pay attention to in artificial intelligence (AI)-fueled social media environments.

The authors review literature on privacy issues in social media and AI in the academic and practitioner literatures. Based on the review, arguments focus on the need for an SMR framework, proposing responsible use of consumer data that is attentive to consumers' privacy concerns.

Implications from the framework are a path forward for social media companies to treat consumer data more fairly in this new environment. The framework has implications for companies to reduce potential harms to consumers and consider addressing their power and responsibility. With social media and AI transforming consumer behavior so profoundly, there are a variety of short- and long-term social implications.

Since AI tools are becoming integral to social media company activities, this research addresses the changing responsibilities social media companies have in securing consumers' data and enabling consumers the agency to protect their privacy effectively. The authors propose an SMR framework based on CSR research and AI tools employed by social media companies.

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.

This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables.

A quasi-experimental research design was used to carry out the investigation. The analysis was performed on 865 valid responses from the treatment and control groups.

Results showed no mediation for the control group and partial mediation for the treatment group. The treatment group's moderated mediation relationships were found as significant, but the control group's relationships were insignificant. The findings also supported the hypothesis that there is a significant association between perceived personalization and online advertising engagement for playful online users and a weak relationship for serious online users. On the mediation link of online advertising engagement between perceived personalization and positive electronic word of mouth, the conditional indirect influence of “online users' modes” has been specifically studied.

This study is the first to examine online advertising through the lens of the theory of presence and offers a moderated-mediation model of Online Users' Modes and Online Advertising Engagement, which is a valuable addition to the marketing body of knowledge.

This research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary as a function of a key moderator: gender.

Using a survey of 281 people, the research identifies Facebook users who are more intensely using mobile social media during the day versus in the evening, and measures five Facebook mobile advertising outcomes: brand and product recall, clicking on ads, acting on ads and purchases.

The results show that women who are using social media more intensely during the day are more likely to use Facebook to seek information, hence, Facebook mobile ads tend to be more effective for these users compared to those in the evening.

This contributes to the literature by analyzing how the time of day affects social media behavior in relation to mobile advertising effectiveness, and broadening the scope of mobile advertising effectiveness research from other than just clicks on ads to include measures like brand and product recall.

By analyzing the effectiveness of mobile advertising on social media as a function of the time of day, advertisers can be more targeted in their media buys, and so better use their social media budgets, i.e. advertising is more effective for women who use social media (Facebook) more intensely during the day than for those who use social media more intensely in the evening as the former tend to seek more information than the latter.

This research extends media ecology theory by drawing on circadian rhythm research to provide a first demonstration of how the time of day relates to different uses of mobile social media, which in turn relate to social media mobile advertising consumption.

While research on social media advertising has been steadily increasing, little has been explored on how users consume ads when they engage with social media at different periods along the day. This paper extends media ecology theory by investigating time of day, drawing on the circadian rhythm literature, and how it relates to social media usage.

Online advertising becomes an essential tool to reach the target audience. One of the most widely used strategies is re-targeting. Firstly, this study explores the impact of ethics, privacy and ads' perceived benefits (ad effectiveness and ad relevance) on consumers' attitudes toward online advertising. Secondly, the study investigates the mediating effect of attitudes toward re-targeting online advertising on consumers' purchase intentions. Finally, the study investigates the moderating effect of the perceived ethicality of re-targeting online advertising on consumers' purchase intentions.

Participants (n = 307) were recruited through an online survey platform (MTurk) in the USA. The sample consisted of 65% male and 35% female respondents. The majority are aged 25–34 years, followed by 35–44 years (20%), 45–54 years (14%), 18–24 years (8%) and 55 years and older (6%).

The results show that ad effectiveness and ad relevance influenced consumers' attitudes toward re-targeting. This study shows that consumers are willing to trade their privacy for better search quality. Moreover, perceptions toward the ethicality of re-targeting ads moderated the relationship between consumers' attitudes and purchase intentions.

This study will make several contributions. First, the study will extend the consequential theory in the context of online advertising. Second, the study will assist companies in using re-targeting strategies. The results will reveal which factor is the most important factor impacting consumers' attitudes toward re-targeting strategies.

This is one of the first few papers investigating consumers' perceptions of the ethicality of re-targeting online advertising.

There is a lot of talk about the electric car today, but these vehicles are not new. Indeed, thebeginning of the 20th century saw electricity and the automobile take hold in North American society, so that by 1910, the electric car was everywhere. Until the turn of the 1920s, a new era dawned for transportation in the USA, but without the electric car. The purpose of this study is to question Why did it happen.

This paper develops such a comparison, not of the cars themselves, through a detailed engineering analysis, but rather of the marketing of electric vehicles in the USA in 1910 and 2010, as it appeared in the marketing strategies of the manufacturers.

There are many technical and economic reasons for this, but not only; there are also commercial strategy reasons. The position of manufacturers, especially through advertising and the press, can tell us about this golden age of the electric car, what precipitated its fall, and its reappearance a century later.

It is a comparison of images, of how electric vehicles had been and are proposed to the public, through the exploration of mainly promotional material and newspaper articles.

Business model innovation (BMI) has been posited as essential for both new and existing digital business, as they commonly operate in competitive and fast-moving markets with limited entry barriers. However, it is highlighted within the literature that the understanding of how BMI contributes to business success and how new digital ventures develop competitive advantage is still unclear. This study aims to address this lacuna by exploring how young Chinese digital businesses develop and innovate their business models to survive in fast-moving and competitive markets.

This research adopted a multiple case study design, with qualitative data being collected from the founders of five Chinese digital businesses, to develop an understanding of the evolution of their business models and BMI from their inception.

The findings add support for the contention that BMI can play an important role and is beneficial in the success of such new digital ventures in highly competitive environments. The founders attribute their success to a willingness for continued BMI, an openness to new opportunities, developing customer relationships and continuous iteration.

This research addresses calls to further the authors’ understanding of how BMI contributes to business success and how new digital ventures develop competitive advantage by exploring the BMI of five highly successful digital businesses from their inception.

The study aims to analyze the effectiveness of digital rhetoric persuasion on GenZ purchase decision. Digital rhetoric (DR) is an art of persuasion used in social media communication to shape and influence the course of an individual. It has been used in social media advertisements (SMAs) to increase its perceived effectiveness. GenZ consumers are more vibrant than previous generations’ consumers because of high levels of literacy and capacity to adapt to new technology. Therefore, understanding the effects of rhetorical support decisions to act on and mold consumers’ reasoning and judgment is particularly significant in relation to GenZ purchasing decisions and the rhetorical persuasive methods. Concurrently, the moderating effect of generation cohort theory also needs to be examined.

The threshold model for consumers’ purchase decisions in the form of logistic regression has been applied to examine the impact of DR through SMAs on the purchase intention (PI) of GenZ consumers. Simultaneously, the moderating effect of generation cohort theory is being examined by comparative analysis of different generations’ PI moderation by DR effect.

The results of the current study reveal that DR via SMAs has a positive and significant influence on GenZ consumers’ PI, whereas other older generation consumers do not get similarly affected by the same.

In an emerging economy like India, where 30% of the population belongs to the GenZ category and the digital advertising industry is growing by double digits, the present study takes a novel approach to examine the impact of DR via SMAs on GenZ consumers’ PI. Concurrently, it also provides an understanding of the moderation effect of generation cohort theory on perceived effectiveness of DR.