Virtual influencers are gaining prominence as a way of attracting people’s attention on
social media, but limited research has been conducted on this subject. In this research, we …

Companies are going green, both to benefit the planet and to make their brands more appealing.
But some green initiatives have a twofold nature: they require cooperative behaviors by …

The purpose of this study was to examine the effects of social cues in self-presentations and
the congruence of other-generated comments with the self-presentation in people's …

This research suggests that perceived authenticity plays a significant mediating role for the
effects of model image modification and body size on consumers' advertisement and product …

Environmental awareness is a growing concern for consumers, and effective green messaging
strategies are crucial for businesses. This 2 × 2 between-subject experiment investigates …

ABSTRACT Domestic violence stems from deeply rooted patriarchal norms and directly
conflicts with humanitarian standards. Given that this issue impacts women across the world, …

This research explores the understudied relationship between two crucial variables—empathy
elicited by narratives and the degree of efficacy possessed by bystanders—by using …

In this research, we seek to provide effective message strategies to communicate stigma
associated health issues such as the human papillomavirus (HPV), by exploring the roles of …

Research has suggested that advertisements framed in reference to the reminiscence bump
(ie, adolescent and early adulthood years) are more effective than advertisements that …

A study with 40 real TV commercials and 421 non-student participants confirmed that advertising
persuasiveness could be enhanced when narratives are more relevant to a viewer and …