In line with marketers' growing use of product placement on YouTube, this study investigates elements YouTube that can ultimately affect viewers' purchase intention based the theory reasoned action framework. Structural equation modeling data collected from 355 usable respondents demonstrates three core attitudes toward brands which, in turn, intention: relevance a brand to YouTuber's content, ...

The aim of the study was to investigate effect disruptive innovations on marketing performance online marketers in Uyo, Akwa Ibom State. survey research design adopted and a structured questionnaire used collect data from respondents. Three hundred eighty four participated study. Personal were analyzed using frequency count simple percentages, while regression test hypotheses. results showed th...

Political polarization is a marked political division in the population, characterized by multiple manifestations. The authors argue that it can affect consumer psychology, which turn influences marketers, policy makers, and welfare. present work introduces construct of to marketing literature shows how serves as novel challenge for various stakeholders. For consumers, propose increases salienc...

Abstract This chapter offers an account of how alcohol marketers have used social media platforms over the past fifteen years, and argues that understanding engineering, operation consequences platforms’ data-driven, participatory opaque advertising model is fundamental to addressing larger questions platform regulation in public interest. It suggests through case marketing we can understand as...

Purpose Digital technologies, digitalised consumers and the torrent of customer data have been transforming marketing practice. In discussing such trends, existing research has either focussed on skills marketers need or broad-based approaches as agile methods but given less consideration to just how might be developed used in marketers' day-to-day activities organisation firm. This is what aut...