...Josefa D. Martín-Santana; Lorena Robaina-Calderín; Andrés Fernández-Martín; Ángel Quintana-Gómez Purpose This study examines whether AI-generated posters are associated with higher reach-based engagement than human-created posters in organic Instagram blood donation campaigns, and which message...

... at Link to the terms of the CC BY 4.0 licence . Game Advergame Digital marketing Consumer experience Engagement Advertising Loyalty Research Council of Finland 337653 http://dx.doi.org/10.13039/501100002341 Liikesivistysrahasto 210301 http://dx.doi.org/10.13039...

.... Design/methodology/approach A theoretical model is proposed based on appraisal theory to examine the impact of parasocial relationships on threat perception in engagement. It is empirically tested with data from 186 Instagram users. Findings The study reveals an overall positive relationship...

.../methodology/approach Using the theory of attention selection, the authors conducted two experiments to study the boundary and mediation path of the influence of the motion attributes of spokes-characters (static vs animated) on brand memory based on app launch time (3 s vs 5 s), user engagement with spokes...

...Meiyun Zuo; Yuanyanhang Shen Purpose Building on the “needs–affordances–features” framework, the authors explored how users are motivated by their needs to actualize the feature-enabled affordances and engage in the metaverse. Design/methodology/approach The data were collected through semi...

...Linus Hagemann; Olga Abramova Purpose Given inconsistent results in prior studies, this paper applies the dual process theory to investigate what social media messages yield audience engagement during a political event. It tests how affective cues (emotional valence, intensity and collective self...

...Zhen Shao; Kuanchin Chen Purpose This study aims to examine how three perceived interactivity attributes of massive open online courses (MOOCs), namely, perceived active control, perceived synchronicity and perceived two-way communication, impact individuals' engagement and continuance intention...

...Claire Monique Segijn; Ewa Maslowska; Theo Araujo; Vijay Viswanathan Purpose The purpose of this paper is to explore the interrelationship between television (TV) consumption (viewing ratings), engagement behaviors of different actors on Twitter (TV programs, media, celebrities and viewers...

... and McGowan, 2013 ; Sigmund et al., 2013). Thus, in crowdfunding the engagement of a “community” is seen as vital, although details about the form of engagement remain unelaborated. For SMEs however, engagement can prove difficult due to resource poverty, which means their execution of, and ability...