...Zhihui Yang; Dongbin Hu; Xiaohong Chen Purpose In the dynamic landscape of the digital economy, companies are increasingly adopting omnichannel integration strategies to enhance customer experiences. However, the interplay between this strategy and digitalisation in fostering brand trust remains...

... advergaming to identify how users respond to characters in terms of forming brand trust and purchase intentions. The study shows that users will tend to trust brands when characters are congruent with product type and trust propensity. In a 2×2×2 factorial design, the character presence/absence...