• This theme shows that the Web's interactivity, vividness, and contextual content cues modulate cognitive processing of ads, shaping attitudes, telepresence, and persuasion on digital sites. [13] [5] [10] [7] [9] [11]

• Adopts online ethnography/netnography and naturalistic online data to extract consumer insights from online communities, conversations, and social networks. [2] [15] [3] [12]

• Frames online word-of-mouth as a key diffusion mechanism: examining how conversations, viral sharing, and electronic word-of-mouth drive product information and campaign outcomes. [3] [19] [12]

• Investigates how general attitudes toward advertising, skepticism in social contexts, and domain-specific expectations predict recall and persuasiveness of digital ads. [4] [9] [8] [7]

• Explores how content dimensions, information density, and cross-cultural contexts shape web advertising, informing new marketing paradigms for e-commerce. [11] [6]