https://www.um.edu.mt/library/oar/handle/123456789/11424 Tue, 27 Oct 2026 12:01:07 GMT 2026-10-27T12:01:07Z https://www.um.edu.mt/library/oar/handle/123456789/149683 Title: From FoMO to clicks : understanding young people's behavior toward retargeted advertisements Authors: De Battista, Ivan; Curmi, Franco; Konietzny, Jirka Abstract: The rapid advancements in artificial intelligence have led to highly personalized and programmatic advertising, using retargeted advertisements that incorporate Fear of Missing Out (FoMO) appeals to enhance customer engagement. Retargeted advertisements chase customers after they leave a website without conversion. This study uniquely investigates the persistent influence of retargeted advertisements on young people in the digital sphere, particularly when synergistically combined with FoMO appeals. It further applies the Theory of Planned Behavior to understand its impact. FoMO is conceptualized in this study as a higher-order construct, comprising four lower-order constructs: scarcity, urgency, social proof, and loss aversion. These were included in a self-administered survey with a sample of 480 respondents. Data were analyzed using PLS-SEM. Findings reveal a strong relationship between FoMO and attitude, subjective norms, and the intention to click on retargeted advertisements. Attitude, subjective norms, and perceived behavioral control significantly influence young people's intention to click, ultimately influencing behavior. The influence of FoMO appeals on subjective norms and behavioral intentions is more pronounced among men. Conversely, attitude serves as the primary precursor of intention to click for women. These findings offer crucial theoretical and practical implications for stakeholders navigating the evolving digital advertising landscape. Thu, 01 Jan 2026 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/149683 2026-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/147487 Title: Who is to blame when AI fails? Attribution processes in anthropomorphic chatbot interactions Authors: Mercieca, Joana; Castillo, Daniela Abstract: The increasing integration of artificial intelligence (AI)–powered chatbots into digital customer service has fundamentally changed customer–brand interactions. While chatbots enable efficiency, accessibility and 24/7 service provision, their growing human-like design features also raise customer expectations regarding competence, responsibility and accountability. When chatbot failures occur, these heightened expectations may amplify customers’ emotional and behavioural reactions. Despite expanding research on chatbot performance and effectiveness, limited attention has been given to how customers cognitively evaluate and behaviourally respond to chatbot failures, particularly in relation to perceived anthropomorphism. Addressing this gap is essential for advancing service theory in AI-mediated contexts. [excerpt] Mon, 01 Jun 2026 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/147487 2026-06-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/140646 Title: Craving value : factors shaping perceived advertising value and attitudes towards fast-food native advertisements Authors: Schembri, Jamil; De Battista, Ivan Abstract: Native advertisements, a relatively new form of advertising, have gained significant interest f rom organisations and marketing practitioners due to their ability to seamlessly blend with the non-paid content of media platforms, potentially reducing interference and disruption. Motivated by this rapid growth, this paper explores the factors influencing the perceived advertising value of fast-food native advertisements and examines how advertising value impacts customers’ attitudes. Wed, 01 Jan 2025 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/140646 2025-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/140642 Title: FoMO in a digital revolution Authors: De Battista, Ivan; Curmi, Franco; Konietzny, Jirka Abstract: This study explores the fear of missing out (FoMO) phenomenon in retargeted advertisements: four constructs may help us understand the impact FoMO may have on young people. The four constructs are urgency, scarcity, social proof, and loss aversion. This study will provide insight into how FOMO in retargeted advertisements affects the attitudes, subjective norms, intents, and behaviour of young people. Sun, 01 Jan 2023 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/140642 2023-01-01T00:00:00Z