3 papers analyzed
These studies suggest that human presence in ads increases consumer engagement by enhancing social presence, personifying brand visuals, and incorporating social interactivity.
The presence of human elements in advertisements, particularly on social media, has become a significant factor in driving consumer engagement. This synthesis explores how human presence, through social presence and personified brand visuals, influences consumer engagement and brand loyalty.
Social Presence and Brand Engagement:
Role of Firm-Generated Content and Consumer Commitment:
Social Interactivity and Brand Loyalty:
Human presence in advertisements, particularly through social presence and personified brand visuals, significantly enhances consumer engagement. This engagement is further influenced by the quality of firm-generated content, consumer commitment, and social interactivity. Brands that effectively utilize these elements can foster stronger consumer-brand connections and loyalty.
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