... a dataset of 757 digital video advertisements from six prominent technology-driven companies, content analysis and hierarchical polynomial regression were employed to explore the relationship between the NCS and consumer responses, considering product newness. Findings The results reveal a highly...

... the analytical lens from its traditional roots in health and medicine to the intricacies of consumer behavior in response to advertising. By introducing a distinctive classification of product newness through INPs and RNPs, the research augments current understanding of effective advertising strategies...

... Virtual spokesperson Warmth Competence Product newness Self-efficacy Social connection Business managers strategically use spokesperson to promote products and brands, a value-for-money branding strategy. In recent years, fierce competition in the market has prompted companies to invest a lot...

... and components of attribute framing used in advertisements and consumer responses (i.e. review valence). Furthermore, this study followed an expert scoring procedure to identify product newness (INP vs. RNP). Hierarchical polynomial regression analysis was used to investigate the relationship between the NPAF...