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This study examined how social media influencers create and leverage followers' attachment to deliver marketing messages by applying human brand theory and attachment theory.

An online self-administered survey by 490 US adults who are Millennials (27–40) or Generation Z (18–26) in 2020 and currently following any specific social media influencer was conducted and analyzed.

The results suggest that homophily, social presence and attractiveness create a greater attachment. Attachment enhances followers' loyalty to the influencer and advertising credibility and reduces their resistance to advertising, whereas it does not affect advertising perception.

This study suggests the significance of emotional bonding which explains the recent industry shifts targeting “micro-influencers” and long-term partnerships. The attachment to the influencer leads the followers to become loyal, credit marketing messages and lower the resistance without altering the perception as advertising.

This study identifies how attachment affects the followers' perception and response to the marketing message delivered by the influencer while previous studies were limited to the formulation process of attachment.

The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran.

By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants.

Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign.

The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size.

This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.

The purpose of this paper is to analyze the liquid sloshing behaviors in two-dimensional tanks with various porous baffles under the external excitation.

Adopting the finite element method (FEM) and control variable method to study the impacts of the height, length, number, location, shape, porous-effect parameter of the porous baffle, the external load frequency and the shape of the tank on the liquid sloshing response.

The amplitude of the free surface can be reduced effectively when the baffle opening is appropriate. The anti-sway ability of the system increases in pace with the baffle’s height growing. Under the same conditions, the shapes of the baffles have an important effect on improving the anti-sway ability of the system.

As there exist the differences of the velocity potential between each side of the porous baffle, which means that there are two different velocity potentials at a point on the porous baffle, the conventional finite element modeling technologies are not suitable to be applied here. To deal with this problem, the points on the porous baffle are regarded as two nodes with the same coordinate to model and calculate.