Explore how influencers shape modern consumer decision-making, the complex systems of influence, and effective marketing ...

Is advertising still capable of shaping culture, or has it become mere background wallpaper? Suzy Bashford reflects on the true impact of modern advertising, asking what it takes to provoke more than ...

In this article, we replicate and extend Eisend's (2008) pioneering work on first-person effects (FPEs) in the context of scarcity appeals in advertising, using "influence of presumed influence," a ...

Trust-driven human interactions remain central, yet they increasingly coexist with non-human counterparts in ways consumers now accept as natural ...

In an era where digital platforms reign supreme, influencer marketing has evolved from a mere trend to a fundamental component of modern advertising strategies. This approach transcends many ...