... conducted a 2 × 2 online experiment to assess the influence of type of post (candid vs curated) and product involvement on ad recognition, ad irritation, brand attitudes and purchase intentions. To contextualize BeReal's cultural footprint, we analyzed the platform's publicly accessible presence on X...

...Alireza Shabani Shojaei; Belem Barbosa Purpose Grounded in source credibility and the elaboration likelihood model (ELM), the current study examines the impact of influencers' credibility and consumer involvement on consumer attitudes and purchase intention, exploring potential changes in consumer...

... such as purchase intention (PI). With these ideas in mind, this research analyzes the influence of BE on PI in the smartphone market, seeking to determine whether this relationship is stronger for one gender or the other. Design/methodology/approach A sample of 185 university users in Spain was surveyed...

... showed that normative susceptibility to social influence significantly increased attitudes towards counterfeiting but not purchase intention; its impact on intention was mediated by perceived risk and attitudes. Although information susceptibility to social influence increased purchase intention, it had...

...Kleopatra Konstantoulaki; Ioannis Rizomyliotis; Eunice Ang; Nguyen Thu Quynh Purpose The purpose of this study is to investigate the influence of augmented reality (AR) media characteristics on consumers’ purchase intention (PI) for fashion goods within the fashion industry context. Design...

...Vanessa Ratten Purpose – The purpose of this paper is to examine the different factors affecting purchase intention of cloud computing services in Turkey and the USA. Design/methodology/approach – A research framework is developed based on social cognitive theory and the technology...