...Fue Zeng; Wenjie Li; Valerie Lynette Wang; Chiquan Guo Purpose The purpose of this paper is to propose the self-presentation styles of advertising influence consumer self-image, which in turn influence purchase intention. Design/methodology/approach Using virtual brands as stimuli in a series...

... for taking care of oneself, achieving better social acceptability and improving self-image. These key motivations are inspired by the individual’s social condition and from the reactions they receive from others. These motivations are shared by all participants, but within different cultural perspectives...