What makes consumers more likely to buy during a livestream shopping event? This Journal of Advertising Research study finds that benefit-focused messaging—where influencers emphasize how a product improves consumers' lives—significantly increases sales. Analyzing real-world TikTok livestreams and validating the findings through controlled experiments, the researchers also show that customer engagement, facial attractiveness and expressive body movement amplify the effectiveness of these benefit appeals. The findings provide practical guidance for brands and creators looking to improve livestream performance.
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On July 23, the ARF Young Pros discussed what it takes to build and execute successful global marketing campaigns and the strategic elements that drive effectiveness at scale, including cultural nuances, market-specific behaviors, and cross-market alignment while maintaining a cohesive global message. Plus, attendees had the chance to work together to create a quick mock campaign concept and then pitched their ideas back to the larger group.
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Passwords are inherently insecure. They can be stolen or obtained through guessing or even brute force. But mostly, people just use bad ones (and, worse, reuse them).
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Passwords are inherently insecure. They can be stolen or obtained through guessing or even brute force. But mostly, people just use bad ones (and, worse, reuse them).
Read more »
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