Brand Names Archive
’A Necessary Evil’”: The Appeal of TikTok and the Emergence of the Conflicted User
Badurak, M., Mushtarin, N., Ramirez, F., Booth, H., Hewitt, C., Barclay, A., & Lance Porter (2026). “’A Necessary Evil’”: The Appeal of TikTok and the Emergence of the Conflicted User.” […]
“#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-market Cosmetic Brands
Abstract: This study examined effects of hashtag type (brand name versus empowering campaign hashtag) on information value and attitude towards hashtags. Results indicated that consumers showed more favorable attitudes towards […]