{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,7]],"date-time":"2026-02-07T14:16:24Z","timestamp":1770473784505,"version":"3.49.0"},"reference-count":83,"publisher":"Emerald","issue":"5","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2025,10,28]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>This study aims to examine the influence of message appeal in social media posts by cybersecurity firms on consumer behavioral engagement, considering endorsements from either typical consumers or experts. The literature review suggests that both message appeal and endorsement have a positive effect on consumer behavior. Consequently, this research seeks to discern which combinations of message appeal and endorser type elicit the most favorable consumer behaviors toward cybersecurity products.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>Employing a quantitative, experimental between-subjects design, the study enlisted 168 participants randomly assigned to one of four experimental conditions via an online survey.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>The findings reveal that posts with emotional message appeal did not significantly enhance consumer behavioral engagement over informational appeal. Moreover, the type of endorser was found to modulate the impact of message appeal on consumer engagement, with posts of emotional appeal generating higher engagement when endorsed by typical consumers, and informational appeal posts performing better with expert endorsement.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>This study contributes to cybersecurity marketing by demonstrating that emotional appeals endorsed by typical consumers generate higher engagement than expert-backed informational messages, revealing a novel link between consumer endorsements and engagement while providing strategic insights for effective message design.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/ics-08-2024-0198","type":"journal-article","created":{"date-parts":[[2025,5,16]],"date-time":"2025-05-16T13:01:02Z","timestamp":1747400462000},"page":"744-765","source":"Crossref","is-referenced-by-count":1,"title":["The impact of message appeal on consumer behavioural engagement in the cybersecurity industry: the role of endorser type"],"prefix":"10.1108","volume":"33","author":[{"given":"Dominyka","family":"Venciute","sequence":"first","affiliation":[{"name":"ISM University of Management and Economics , Vilnius,","place":["Lithuania"]}]},{"given":"Lukas","family":"Barasnevicius","sequence":"additional","affiliation":[{"name":"ISM University of Management and Economics , Vilnius,","place":["Lithuania"]}]},{"given":"Ricardo","family":"Correia","sequence":"additional","affiliation":[{"name":"Polytechnic Institute of Bragan\u00e7a UNIAG, , Bragan\u00e7a,","place":["Portugal"]}]},{"given":"Vida","family":"Skudiene","sequence":"additional","affiliation":[{"name":"ISM University of Management and Economics , Vilnius,","place":["Lithuania"]}]}],"member":"140","published-online":{"date-parts":[[2025,5,20]]},"reference":[{"issue":"2","key":"2025102510283698200_ref001","doi-asserted-by":"crossref","first-page":"82","DOI":"10.1080\/15252019.2015.1071677","article-title":"From clicks to behaviors: the mediating effect of intentions to like, share, and comment on the relationship between message evaluations and offline behavioral intentions","volume":"15","author":"Alhabash","year":"2015","journal-title":"Journal of Interactive Advertising"},{"issue":"2","key":"2025102510283698200_ref002","doi-asserted-by":"crossref","first-page":"192","DOI":"10.1509\/jmr.10.0353","article-title":"What makes online content viral?","volume":"49","author":"Berger","year":"2012","journal-title":"Journal of Marketing Research"},{"issue":"6","key":"2025102510283698200_ref003","doi-asserted-by":"publisher","first-page":"891","DOI":"10.1016\/j.sapharm.2015.02.003","article-title":"Disease-specific direct-to-consumer advertising of pharmaceuticals: an examination of endorser type and gender effects on consumers\u2019 attitudes and behaviors","volume":"11","author":"Bhutada","year":"2015","journal-title":"Research in Social and Administrative Pharmacy"},{"issue":"2","key":"2025102510283698200_ref004","doi-asserted-by":"crossref","first-page":"17","DOI":"10.1080\/00913367.2006.10639231","article-title":"The differential effects of celebrity and expert endorsements on consumer risk perceptions. 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