Milad Dehghani

TL;DR: The results of the study showed that Facebook advertising significantly affected brand image and brand equity, both of which factors contributed to a significant change in purchasing intention.

TL;DR: The results show that entertainment, informativeness and customization are the strongest positive drivers, while irritation is negatively related to YouTube advertising, which affects both brand awareness and purchase intention of consumers accordingly.

TL;DR: A new theoretical model is developed and validated to extend traditional technology acceptance theories by identifying several value drivers of the continuous intention and actual usage of wearable devices.

TL;DR: Eight key determinants of continuous usage intention of smartwatches have been identified and some of them (healthology, complementary goods and enabling technologies) were not included in previous technology adoption models, highlighting that existing models need to be updated when it comes in the domain of continuous uses of wearable technologies.

TL;DR: Gender moderated the effect of design on the use behaviour of current smartwatch users, such that female users’ behaviour was more likely to be influenced than male users.