Storytelling can arouse consumers' emotions and affect purchasing behavior through
desires and attitudes. While the marketing literature discusses storytelling, there is a lack of …

Luxury, historically an exclusive, rare and elitist phenomenon, is changing. This is
predominantly driven by technological developments, particularly social media, and the …

This research utilizes big data in investigating the impact of a luxury brand's social media
marketing activities on customer engagement. In particular, applying the dual perspective of …

The use of immersive technologies has changed the consumption environment in which
retailers provide services. We present findings from a study designed to investigate …

Social media influencers (SMIs) are increasingly involving in influencer marketing to
promote products. However, there are both opportunities and issues with influencer …

Social media influencers (SMIs) as significant stakeholders are increasingly collaborating
with brands to cultivate marketing campaigns. However, literature concerning the narrative …

Co-creation in branding is gaining momentum. This study contributes to the branding
literature by combining a systematic search and a critical review of 148 articles focusing on …

In the digital era, marketers increasingly use storytelling techniques to narratively transport
and persuade their customers. This paper pursues three primary objectives:(1) to integrate …

Purpose This study aims to examine the impact of social media marketing (SMM) efforts,
including entertainment, customisation, interaction and trendiness via WeChat, on …

Purpose By outlining the evolution of brand management research over the past 25 years,
as reported in the Journal of Product and Brand Management (JPBM), this paper aims to …