Nickname branding is actually detrimental to brand performance. This is because brand nicknames are usually given by consumers.
Engagement around brand-sponsored content mirrors TikTok’s own image as an unfiltered, raw, and authentic platform.
Advertisers hope that a high number of endorsements, especially from familiar faces, might make users more likely to click. But new research from Texas McCombs finds...
Participants rated their feelings of similarity to someone else who had made the same purchase, on an ascending scale from 1 to 9. In several separate...
Pitches promoting radical ideas are better received when framed in concrete and explanatory ‘how’ terms, while progressive ideas do better with abstract ‘why’ style of pitches.
Companies in alliances can gain access to new technologies and customers while keeping their autonomy.
Social media influencers are using bogus claims, deceptive editing and reinforcing gender stereotypes in a bid to gain popularity.
