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” ...

As people, creators and AI shape belief earlier in the journey, advertising is being repositioned—from persuasion engine to trust amplifier: marketers and advertising leaders tell e4m ...

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 ...