... limitations/implications The findings contribute theoretical insights into influencer marketing dynamics and offer valuable managerial implications, guiding brands in selecting the right influencers and devising effective marketing strategies to enhance purchase intention. Our meticulous approach bridges...

... The results indicated that immersion, achievement and social interaction features affect advertising effectiveness. Furthermore, advertising effectiveness factors had a significant effect on purchase intentions. Originality/value The study contributes to the combination of gamification in advertising...

... examined the differences between LGBTQ participants and non-LGBTQ participants in perceiving authenticity and evaluating the Pride 2020 campaign in terms of brand attitude, skepticism and purchase intention. Findings Our scale development resulted in a 20-item POA scale measuring five dimensions...