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

No matter how you measure marketing influence, no matter the tweaks made to methodology over time, no matter the sea-change across the marketing landscape itself, the chief marketers being “inducted” ...

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 ...

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

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 ...

Marketing campaigns may have different goals, such as raising brand awareness, boosting sales or increasing event attendance. But all campaigns require a company’s resources, whether that’s money from ...