This study examines how Facebook usage affects individual's empathic social skills and life
satisfaction. Following the self-presentational theory, the study explores a key component of …

In our increasingly digital era, Internet advertising efforts continue to expand with a strong
ability to efficiently target, behaviorally profile, and interactively engage consumers. This trend …

Expectation for how brands succeed communicating a social cause is gaining salience in
today’s interconnected and increasingly vocal environment. To address this topic of interest, …

This study investigates behavioral routes deployed by e-commerce influencers in product
promotion in China. By analyzing videos posted on Douyin (China’s version of TikTok), it …

This article compares how micro- and macroinfluencers promote audience likes, shares, and
brand sales in TikTok videos (Douyin in China). Using insights from the extant literature, the …

This article explores how a multiplatform advertising strategy enhances brand perceptions
and performance in the fast-digitizing Chinese market. Using schema theory as the …

Purpose Building on the scant literature on how foreign subsidiaries strategize Cause-Related-Marketing
(CRM) to gain legitimacy and acceptance in host markets, this paper …

What does it take to become a top advertising scholar in productivity? What drives impact in
advertising research? This article sets out to answer these two questions by assessing the …

While marketing literature evidences celebrities and other well-known personalities as effective
brand endorsers, practitioners are troubled by the potential for such famous personas to …

In today's digital era, social media advertising efforts continue to expand with strong abilities
to concisely target, behaviourally profile, and interactively engage consumers. In the midst …