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The paper aims to clarify the influence of different picture contents on consumer's willingness to click pictures when shopping for agricultural products online and examine the intermediary mechanism and boundary conditions of the impact.

The paper opted for an empirical study based on the cue utilization theory and information processing theory, including three experiments to test the existence, intermediary mechanism and boundary conditions of the impact of online picture contents of agricultural products on consumers' clicking intention.

The paper provides empirical insights about the influence of picture contents on consumer's willingness to click when shopping for agricultural products online. The picture of product's production environment or grower on the search result page can effectively improve consumer's willingness to click the product under dual systemic information processing modes. Compared with product pictures, pictures displaying products and production environment can stimulate more cognitive system processing, and pictures displaying products and its growers can stimulate more emotional system processing, both resulting in higher click intention. However, the above effects only exist in the context of non-branded agricultural products.

The research results not only provide practical guidance for merchants, but also fill the gap in the research on the impact of picture contents on consumers in the field of agricultural products in online marketing.

The paper aims to clarify the influence of different picture contents on consumer's willingness to click pictures when shopping for agricultural products online and examine the intermediary mechanism and boundary conditions of the impact.

The paper opted for an empirical study based on the cue utilization theory and information processing theory, including 3 experiments to test the existence, intermediary mechanism and boundary conditions of the impact of online picture contents of agricultural products on consumers' clicking intention.

The paper provides empirical insights about the influence of picture contents on consumer's willingness to click when shopping for agricultural products online. The picture of product's production environment or grower on the search result page can effectively improve consumer's willingness to click the product under dual-systemic information processing modes. Compared with product pictures, pictures displaying products and production environment can stimulate more cognitive system processing, and pictures displaying products and its growers can stimulate more emotional system processing, both resulting in higher click intention. However, the above effects only exist in the context of non-branded agricultural products.

The research results can not only provide practical guidance for merchants, but also fill the gap in the research on the impact of picture contents on consumers in the field of agricultural products in online marketing.

Although high-profile sport league website sponsorships have increased in popularity over the last decade, academic research on the topic has not kept pace, resulting in little knowledge of ways to improve the effectiveness of this sponsorship type. This paper aims to discuss this issue.

The current study examined the influence of three website-related variables (i.e. website interactivity, website fit, and website credibility), while controlling for a sponsor-related variable (i.e. sponsor familiarity), on consumer attitude toward the sponsor ad and willingness to click on its banner ad. Hierarchical multiple regression analyses indicated three main effects. Practical implications are discussed with limitations and suggestions for future research.

This study found three important things. First, website interactivity played an important role in attitude toward the ad and willingness to click on the banner ad. Second, website fit influenced attitude toward the ad and willingness to click on the banner ad. Third, website credibility influenced attitude toward the ad.

The findings suggest that in order to maximize online sports sponsorship outcomes, companies must keep in mind that the interactivity between the web users and the site should be regarded as the most pragmatic result which could come from the online sports sponsorship territory.

This study is based on a web-based advertising value model, adding emotional appeal, advertising credibility, advertising clicks, product evaluation and incentive to examine the impact on consumers' product evaluation and purchase intention.

In total, 313 valid online questionnaires were collected from those who had browsed the social media advertisement.

The results show that advertising credibility and emotional appeal have a higher impact on advertising attitude than informativeness and irritation in the original web-based advertising value model.

The findings strengthen the literature on the antecedents of advertising attitude in social media context, confirming advertising clicks as a predictor of product evaluation, and determining that advertising attitude, product evaluation and incentive play key roles as predictors of consumer purchase intention.

The findings are particularly relevant to advertising marketing managers. In the context of social media advertising, the advertising credibility of consumers is the key to increasing consumers' willingness to purchase. Advertisers must establish a good advertising reputation to consumers in the social media context.

This study combines the web-based advertising value model, advertising clicks, product evaluation and incentive to investigate the factors that influence customers' purchase decisions in the context of social media.

This study aims to explore the opposite effects of single-category versus multi-category products information diversity on consumer decision making. Further, the authors investigate the moderating role of three categories of visitors – direct, hesitant and hedonic – in the relationship between product information diversity and consumer decision making.

The research utilizes a sample of 1,101,062 product click streams from 4,200 consumers. Visitors are clustered using the k-means algorithm. The diversity of information recommendations for single and multi-category products is characterized using granularity and dispersion, respectively. Empirical analysis is conducted to examine their influence on the two-stage decision-making process of heterogeneous online visitors.

The study reveals that the impact of recommended information diversity on consumer decision making differs significantly between single-category and multiple-category products. Specifically, information diversity in single-category products enhances consumers' click and purchase intention, while information diversity in multiple-category products reduces consumers' click and purchase intention. Moreover, based on the analysis of online visiting heterogeneity, hesitant, direct and hedonic features enhance the positive impact of granularity on consumer decision making; while direct features exacerbate the negative impact of dispersion on consumer decision making.

First, the article provides support for studies related to information cocoon. Second, the research contributes evidence to support the information overload theory. Third, the research enriches the field of precision marketing theory.

Endorsement marketing has been widely used to generate consumer attention, interest and purchase decisions among targeted audiences. Internet celebrities who become famous on the Internet are dependent on strategic intimacy to appeal to their followers. Our study aims to examine how multiple exposures to Internet celebrity endorsements influence consumers’ click and purchase decisions in the context of influencer marketing.

Based on a unique and representative dataset, the authors first model consumers’ choices for clicks and purchases with two panel fixed-effect logit models linking clicks and purchases with the frequency of exposure to Internet celebrity endorsement. To further control the endogeneity produced by the intercorrelation between the click and purchase models, the authors also adopt the two-stage Heckman probit structure to jointly estimate the two models using Maximum Likelihood Estimation. Robustness checks confirm the effectiveness of the models.

The results suggest that Internet celebrity endorsement plays a significant role in bringing referral traffic to e-commerce sites but is less helpful in affecting conversion to sales. The impact of repetitive Internet celebrity endorsements on consumers’ click decisions is U-shaped, but the role of Internet celebrities as online retailers will “shape-flip” this relationship to a negative linear relation.

Our study is the first to investigate the repetitive exposure effect of Internet celebrity endorsement. The results show a contradictory pattern with a wear-out effect of repetition in the advertising literature. This is the first study to show how the endorsing self, which is a common business model in influencer marketing, moderates the effectiveness of influencer marketing.

This paper aims to provide a holistic understanding of the user experience of push notifications, and the challenge brands face in managing them effectively.

A grounded theory (GT) approach was chosen to analyze the subjective interpretations of the 21 participants in the study. Unstructured interviews were conducted with the help of a set of nine intentionally developed push notifications prototypes.

Push notifications are a powerful communication tool with great scope to deliver value to the user that would consequently increase brand attachment. However, the risk of mismanagement due to inappropriate timing of message delivery, lack of perceived value, inappropriate content or excessive frequency of messaging can make them intrusive, annoying and unwelcome, thus reducing brand attachment.

GT has the ultimate goal of building a theory based on the data obtained. To improve theoretical sensitivity throughout the analysis related theories have been considered to obtain a deep and broad understanding of the phenomenon under study.

The design of user experience with push notifications is both a tactical decision focused on timely content and a strategic decision that may influence users’ brand attachment.

A better understanding of user experience with push notifications is strongly needed since users receive an average of 63 push notifications per day being eventually disruptive and distractive.

A user experience model of push notifications is proposed and expressed in a set of tentative hypotheses contributing to the scarce and fragmented literature on this subject.

This paper aims to review the behavioral phishing literature to understand why anti-phishing recommendations are not very effective and to propose ways of making the recommendations more effective. The paper also examines how the concept of stages from health communication and psychology can be used to make recommendations against phishing more effective.

This literature review study focused on the behavioral phishing literature that has relied on human subjects. Studies were excluded for reasons that included lacking practical recommendations and human subjects.

The study finds that phishing research does not consider where victims are residing in qualitatively different stages. Consequently, the recommendations do not often match the specific needs of different victims. This study proposes a prototype for developing stage theories of phishing victims and identifies three stages of phishing victims from analyzing the previous phishing research.

This study relied on published research on phishing victims. Future research can overcome this problem by interviewing phishing victims. Further, the authors’ recommendation that phishing researchers categorize phishing victims into stages and develop targeted messages is not based on direct empirical evidence. Nonetheless, evidence from cancer research and health psychology suggests that targeted messaging is efficacious and cost-effective. Thus, the impact of targeted messaging in phishing could be quite large.

The study recommends categorizing individuals into stages, based on their security knowledge and online behaviors, and other similar characteristics they may possess. A stage approach will consider that individuals who at one time clicked on a phishing link because they lacked the requisite security knowledge, after receiving security training, may click on a link because they are overconfident.

The paper explains why proposing anti-phishing recommendations, based on a “one-size fits all” approach has not been very effective (e.g. because it simplifies why people engage in different behaviors). The proposals introduce a new approach to designing and deploying anti-phishing recommendations based on the concept of stages.

The purpose of this paper is to investigate the level of susceptibility to social engineering amongst staff within a cooperating organisation.

An e‐mail‐based experiment was conducted, in which 152 staff members were sent a message asking them to follow a link to an external web site and install a claimed software update. The message utilised a number of social engineering techniques, but was also designed to convey signs of a deception in order to alert security‐aware users. The external web site, to which the link was pointing, was intentionally badly designed in the hope of raising the users' suspicions and preventing them from proceeding with the software installation.

In spite of a short window of operation for the experiment, the results revealed that 23 per‐cent of recipients were fooled by the attack, suggesting that many users lack a baseline level of security awareness that is useful to protect them online.

After running for approximately 3.5 h, the experiment was ceased, after a request from the organisation's IT department. Thus, the correct percentage of unique visits is likely to have been higher. Also, the mailings were sent towards the end of a working day, thus limiting the number of people who got to read and respond to the message before the experiment was ended.

Despite its limitations, the experiment clearly revealed a significant level of vulnerability to social engineering attacks. As a consequence, the need to raise user awareness of social engineering and the related techniques is crucial.

This paper provides further evidence of users' susceptibility to the problems, by presenting the results of an e‐mail‐based social engineering study that was conducted amongst staff within a cooperating organisation.

Customization by segmenting within human–computer interaction is an emerging phenomenon. Appealing graphical elements that cater to user needs are considered progressively important, as the way a graphic is visually represented can greatly contribute to the interaction. However, aesthetic perceptions are subjective and may differ by target group. Understanding variations in user perceptions may aid in design processes; therefore, we set out to investigate the effects of demographic differences relating to perceptions of graphical user interface (GUI) element (i.e. game app icon) aesthetics.

The authors employed a vignette experiment with random participant (n = 513) assignment to evaluate 4 icons from a total of 68 pre-selected mobile game icons using semantic differential scales. This resulted in a total of 2052 individual icon evaluations. Regression analyses were performed with the effects of age, gender and time using graphical user interfaces (i.e. app stores) and the interactions of these variables relating to perceptions of GUI element aesthetics.

The results indicate that, overall, demographic factors have relatively little effect on how icons are perceived. Significant relations suggest that experienced users, younger audiences and women are more critical in their perception of aesthetic excellence, and that perceptions change for younger women. The implications of the findings are discussed via adaptive decision-making theory.

In the context of graphical user interface element aesthetics, demographic differences have received minimal attention as moderating variables regardless of their relevance in design and development. Hence, it merits further research.