...Fanjue Liu Purpose This study examines how virtual influencers' social attributes shape consumer trust and persuasion outcomes. Drawing on the Robotic Social Attributes Scale, we investigate how warmth, competence, and discomfort influence trust, which then affects endorsement attitudes...

...Michael Volgger; Claudia Cozzio; Ross Taplin Purpose The effectiveness of a message to persuade tourists to consume healthier and more ecological food may be influenced by (1) the message content, (2) the message sender and (3) the receiver of the message. This study analyses effective persuasion...

... marketing Advertising Media effects Persuasion Branding strategies Integrated marketing communication (IMC) H1a. For a low-involvement product, a prominent brand placement results in greater brand recall than a subtle brand placement. In today’s world, smartphones play a major role...