Author(s): Suad Aal Thani, Tatyana Palei

Affiliation: General Management Department at the Institute of Management, Economics and Finance of Kazan Federal University. Russian Federation
Doctor of Economics, Professor, Head of the General Management Department at the Institute of Management, Economics and Finance of Kazan Federal University. Russian Federation.

Keywords: Clickbait, Biased Content, Digital Marketing, Kazan Federal University (KFU), Framing Theory, Diffusion of Innovations Theory, and Elaboration Likelihood Model.

Received: July 14, 2025 | Accepted: September 30, 2025

Type of Paper: Empirical | Vol. 10(3) Page: 78 – 100

Reference to this paper should be made as follows: Thani, S.A; Palei, T. (2025). Framing, Diffusion, and Engagement: Understanding Clickbait and Bias in Digital Content, J. Mgt. Mkt. Review, 10(3), 78 – 100. https://doi.org/10.35609/jmmr.2025.10.3(1)