Message matching refers to the design and distribution of persuasive messages such that
message features (eg, the themes emphasized) align with characteristics of the target …

What factors drive consumers to use artificial intelligence (AI)-powered chatbots? The
current study examined the associations among AI-powered chatbots' anthropomorphism …

Brands have been increasingly speaking up on sociopolitical issues (so-called brand
activism advertising) to showcase their nonneutrality and drive meaningful societal changes …

The study examines conditions that will make advertising images more effective. According
to construal level theory, image proximity can be conceptualized as a degree of image …

Online shoppers rely on product images to gain information about products. Helpful product
images allow a detailed mental imagery of the product and its use. Product images with a …

Metaphor—drawing a comparison between two seemingly incompatible concepts in an
effort to create symbolism—is frequently used in advertising. This study investigates the …

Social media has become a popular platform for eco-friendly advertising. However, little is
known about how a social media platform as a context influences the effectiveness of eco …

This study proposes and empirically tests a model delineating the relationships among a
chief information officer's (CIO's) dominant regulatory focus, the corporate practice of green …

Inconsistency between attitude and behavior is a major obstacle to research on the
predictive power of attitudes on behavior. To clarify the mechanism underlying such …

With the growing power of mobile advertising, marketers have actively incorporated mobile
advertising into the marketing mix. Drawing on the regulatory focus theory, this study …