Introduction: Adolescence is one of the most important periods of human development. Nutrition plays an important role in health and prevention of disease during this period. Food advertising influences food purchase and food consumption among children and adolescents. Most of these advertisements are about the foods high in fat, salt and sugar. High exposure to these kinds of a...

Purpose – This paper aims to study the effect of Unethical advertising, misleading information or deception and stereotyping advertising impact on Customer purchase intention with mediating effect of word-of-mouth (WOM) in Pakistan. Based on variables, the authors tried to identify the effects of each variable to customer satisfaction. Data were collected through field research (questionnaire) ...

In this study, we apply an econometric methodology to empirically examine the potential roles of a host of key factors on the part of the consumer in affecting the level of effectiveness (persuasiveness) of celebrity endorsement in advertising. Based on first-hand data obtained from surveys and using an econometric approach, we design and implement our empirical analysis. The analysis leads to ...

The proliferation of smartphones exploits many new opportunities for mobile advertising. Many researchers believe that mobile advertising will be not only a killer application in mobile commerce, but also a noteworthy business model for many emerging mobile applications to monetize. Location based advertising (LBA) is a new advertising that integrates mobile advertising with location based serv...

Although businesses are increasing their mobile advertising budgets, its strategic value and effectiveness have not been investigated in depth. Using data from an automobile advertisement campaign, we focus on investigating the efficacy of mobile advertising in terms of consumers’ response to sign up for a car test drive in relation to their search behavior. We propose and estimate an empirical...

abstract        the role of visual media and audience is one of major issues in the contemporary world. one of the most important approaches by which this can be achieved, the defamiliarization. methods used in this approach disturbing visual habits and visual perception in the audience to make sense of wonder and amazement, and he is eager to see. this category of functional concepts is one of...

Background. Attention is considered as a resource for storing and processing memory activities. Without attention, no perceptual processing takes place in the brain as the information (whether visual or auditory) cannot enter the brain. Objectives. The purpose of this study was to investigate and compare the attention of individuals to sports and non-sports advertising using brain activities...

We investigate the relationship between both advertising content and quantity and several stages of consumers’ decision-making, namely, unaided and aided awareness, search (consideration), and purchase. Understanding how the amount and content of advertisements affect consumers’ decision-making is crucial for companies to effectively and efficiently use their advertising budgets. Our unique ind...