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Advergames have attracted the attention of scholars and practitioners as a new way of increasing customer engagement and advertising effectiveness. Gamified ads provide an exciting and persuasive environment for customers rather than non-gamified advertisements. Despite the growing spending on advergames projects, the understanding of customer attitude regarding advergames has received less attention and there are not enough studies about advergames. Therefore, the purpose of the current study is to design a novel TAM-based model of determinants of customer attitudes toward advergames to enhance customer engagement and purchase intention.

To obtain this end, the mixed method was applied. In the first step, the main determinants of customer attitude towards advergames were identified by a literature review as well as semi-structured interviews. In the second step, the proposed technology acceptance model (TAM)-based model was validated by survey method through players of advergames. A total of 15 interviews were conducted in the qualitative phase and 102 completed questionnaires were analyzed in the survey method.

The results of the qualitative approach indicate that the main determinants of attitude towards advertisements can be classified into three categories, which are added to TAM as external variables. The results of the survey approach reveal that advertising content and game-related factors have a significant positive effect on perceived ease of use (PEOU). The advertising content and player-related factors also significantly affect perceived usefulness (PU). PU and PEOU also positively and significantly affect customer attitude. The findings show that the new TAM-based model can be considered as a robust model for explaining customer attitude toward advergame acceptance.

The research findings can assist digital marketers to have a big picture of customer attitudes regarding advergames and implement these innovative digital-enabled advertising strategies successfully. The findings further suggest considering marketing/advertising aspects and game-related aspects as well as individual factors to design advergames.

Advergames have become one of the priorities for digital marketers to enhance brand awareness and customer engagement, yet there is no study identifying determinants of attitude by considering multi-aspects of advergames. The most important theoretical contribution of the current study is to design a new extended TAM-based model which integrates behavioral variables (PEOU and PU) with factors related to the advergames context.

The purpose of this paper is to identify the factors determining students’ attitude toward using newly emerged artificial intelligence (AI) tool, Chat Generative Pre-Trained Transformer (ChatGPT), for educational and learning purpose based on technology acceptance model.

The recommended model was empirically tested with partial least squares structural equation modeling using 375 student survey responses.

The study revealed that students have a favorable view of the instructional use of ChatGPT. Usefulness, social presence and legitimacy of the tool, as well as enjoyment and motivation, contribute to a favorable attitude toward using this tool in a learning environment. However, perceived ease of use was not found to be a significant determinant in the adoption and utilization of ChatGPT by the students.

This research is intended to benefit enterprises, academic institutions and the global community by offering light on how students perceive the ChatGPT service in an educational setting. Furthermore, the application enhances confidence and interest among learners, leading to improved literacy and general awareness. Eventually, the outcome of this research will help AI developers to improve their product and service delivery, as well as benefit regulators in regulating the usage of AI-based bots.

Due to its novelty, the current research on AI-based ChatGPT usage in the education sector is rather restricted. This study provides the adoption aspects of ChatGPT, a new AI-based technology for students, thereby contributing significantly to the existing research on the adoption of advanced education technologies. In addition, the literature lacks research on the adoption of ChatGPT by students for educational purposes; this study addresses this gap by identifying adoption determinants of ChatGPT in education.

Adopting a brand prominence perspective, this study aims to examine how textual and visual brand elements influence the success of crowdfunding campaigns for aftermarket offerings.

A Python-based Web scraper was used to collect data from 620 crowdfunding campaigns for aftermarket offerings hosted on Kickstarter. The linguistic inquiry and word count application programing interface was then used to analyze the linguistic aspects of these campaigns. A fixed effects regression model was used to evaluate the hypotheses.

Textual and visual brand prominence are positively associated with campaign success. Further, with some variations, both types of brand prominence augment the positive effects of narrative and graphic design elements on campaign success.

This study makes novel theoretical contributions to the literature on branding, crowdfunding and aftermarket products. The results also provide practical insights to aftermarket enterprises on creating compelling crowdfunding campaigns.

By analyzing the direct and synergistic effects of branding, narrative and graphic design elements on crowdfunding success, this study extends various literature streams and identifies several future research opportunities.

The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity.

Drawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling.

The findings suggest that content management (i.e. information consistency, source trustworthiness and endorsement) and concerns management (i.e. privacy, security and recovery) capabilities are the two significant antecedents of positive WOM within a B2B omnichannel setting in international marketing. The findings also confirm the key mediating role of CE between positive WOM and customer equity.

The findings extend dynamic capability theory in the context of international marketing by linking WOM, CE and customer equity. The findings add further theoretical rigor by establishing the nomological chain between positive WOM and customer equity, in which CE plays a key mediating role.