Digital video advertising is an emerging creative format increasingly prevalent online. To attract audiences, creative strategies often employ narrative storytelling techniques that transport the viewer into an entertaining cognitive and affective experience. This study explores key engagement characteristics of creative executions across categorical digital video advertising formats.

In this digital era, native advertising (Laursen, 2017) has begun to dominate advertising revenues due to its effectiveness in captivating attention of online users. Digital native advertising are advertisements in the form and function of editorial content such that its commercial intent is obscured to the reader (Wojdynski & Evans, 2015). Given its “non-intrusive” characteristics, platforms publishing advertisements of this nature can effectively circumvent ad-blockers that inhibits brands from reaching target audience (Vranica, 2015). Nevertheless, some have construed this as a deception towards digital users which could be detrimental to their attitude towards the brands conveyed via such advertising method (Wojdynski, Evans, & Hoy, 2017). Despite such existing controversy, there is still lack of evidence investigating whether digital native advertising would trigger positive or negative attitudes towards brands (Harms et al., 2017). On this premise, the goal of this study is to comprehend how native advertising would affect brand attitude. Correspondingly as well, this study will also investigate in what way the factors associated to native advertising that would influence brand attitude.

A new era for luxury brands is emerging, in which the prevailing motivations need to be reexamined. Considering that advertisements are frequently based on the motivations that the luxury brand aims to satisfy, this research sets out to fill this gap in the literature. Through a quasi-experiment, this study examines how a series of personal characteristics affect the relationship between advertised values and Aad, Ab and PI. Preliminary findings are reported and suggestions for further research are presented as well. Indicative implications and limitations are also noted.

This study considers the process of regional Re-Birth against the depopulation of Teshima, located in the Seto Inland Sea (Tonosho-town, Shodo-district, Kagawa Prefecture). The island was the subject of a scandal with largest illegal industrial waste since the 1970s. Now, the industrial waste issue on the island is mainly removed the ART SETOUCHI, art festival, attracted 150,000 visitors in 2016, and is held once every three years. The study focuses on the effects of ART SETOUCHI (Contemporary art festival) and the regional characteristics (especially focusing on local foods). Based on these two key characteristics, the structure model of Re-Birth aimed CSV, that is, balancing economic value and social value by Value Co-Creation among various actors centered on Local residents and New residents. In this study, Value Co-Creation defines value recognition by Local residents and New residents, based on the concept of value co-creation (4C's approach) by Muramatsu (2015) , S-D-Logic by Vargo and Lush (2004) and S-Logic by Grönroos (2006). This study explores not only the structure model of Re-Birth, but also how to adapt the model even in such harsh environmental areas, like Fukushima, suffering with depopulation, aging, and reputational damage. We see that, Regional Re-Birth means, the story that Local residents and New residents aim to establish the self-government system to have initiatives against the negative state refined as polluted land. At such time, independent, self-reliance, and self-consideration are important factors as condition of Value Co-Creation.

Actively promoting pro-environmental behavior not only can effectively reduce degree of environmental pollution, but also is a necessary step for the sustainable development of social economy. Although scholars have had in-depth discussions on influencing factors and promoting mechanism of pro-environmental behavior, research concerning effects of external situational factors on pro-environmental behavior is relatively insufficient, and impacts of natural environment conditions, say, air quality is seldom considered. With the development of China’s economy, industrial growth and advancing urbanization, air quality continues to deteriorate when acid rain, haze and other harsh weathers occur more frequently, seriously affecting and endangering people’s health and daily life. So, does air quality also affect people’s pro-environmental behavior? And if so, how is that impact? What is the internal mechanism? Based on the above questions, this paper designed two studies, in combination with spatial distance, and explored the impacts of air quality on Chinese residents’ pro-environmental behavior. It also demonstrated the internal impact mechanism from the perspective of environmental emotion, and expanded research on impact mechanism of air quality on pro-environmental behavior.

Managers in an attempt to provide their companies a greater growth opportunities are taking their products and brands to an international level (Ghantous, Iii, 2008). When internationalizing, the product’s quality, reputation and other characteristics can be determined by its origins, as consumers tend to hold stereotyped images of products made in different countries. Hence, the country of origin (COO) constitutes an important extrinsic cue that consumers use to evaluate foreign products which they are not familiar with it (Okechuku, 1994; WTO, 2018). The COO impacts directly consumers’ evaluation process and indirectly consumers’ purchase process (Saran, Gupta, 2012). This phenomenon was first studied by Schooler (1965), and it is said to be "one of the widest research concepts in all the international business, consumer behavior, and marketing literature" combined (Pharr, 2005).

Streetwear can be thought of as a lifestyle, which in turn is a choice of how one facilitates money and time in the process and pattern of consumption of products. The user’s affinity with like-minded individuals or groupings and how they spend their disposable or available income creates groupings. These similar minded individuals fall into groups or lifestyle segments and their consumption patterns mirror their lifestyle choices. Group identities focus around expressive symbolism, following similar consumption patterns and change over time as the group preferences move onto the next desire or trend (Solomon, 2007).

The emergence and explosive growth of social media platforms such as Instagram, Facebook, Tweeter, etc. has dramatically changed both the way consumers shop and brands advertise. According to a study by Track Maven, Instagram is the most engaging social media platform nowadays with the most average interactions per post per 1,000 followers. It stimulates “Instagram influencer marketing” to develop rapidly and promotes a great variety of brands. It has fundamentally changed the balance of power between customers and brands because it allows peer recommendations to play a much larger role in purchasing decisions [13]. It has become one of the trendiest marketing strategies that focus on influential figures on Instagram rather than targeting on the market as a whole. Instagram influencer marketing highlights content creators who may impact their audiences’ buying habits. For example, shoppers who compare hotel reviews can simply search “hashtag plus hotel name (e.g. #hiltonnewyork) in Instagram and read people’s experiences with that hotel among related posts. Many of those posts were created by influencers who are collaborating with the brands to advertise. Based on activities of more than 12 million Instagram influencers between the first quarter of 2018 and the first quarter of 2019, Social bakers created a report to categorize influencers into three categories: micro-influencers who have fewer than 10,000 followers, macro influencers with 10,000 to 50,000 followers, and celebrities who attracts a million or more followers. The majority of Instagram influencers are “micro-influencers”. Their finding also reveals that the combined amount of sponsored content on Instagram for all three categories of influencers in North America has jumped 150% in the last year.

With the consolidation of online shopping, there is a need to gain insight into consumer decision-making within the digital sphere. The purpose of this study was to investigate factors that influence online shopping intention of fashion products, among female Millennials. By means of a proposed conceptual model, seven hypotheses were tested and data was collected from three hundred young females in South Africa. The data analysis was conducted using SEM in SPSS 23 and AMOS 23, and the results indicated that four of the seven hypotheses were supported. The results from this study provide online fashion retailers with insight into how they can utilise online shopping platforms to reap the financial results from this concept.