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Brand attachment: a review and future research
This paper conducts an integrative review and provides a synthesisation of key themes in
the brand attachment literature. A total of 171 papers were selected and analysed using a …
the brand attachment literature. A total of 171 papers were selected and analysed using a …
Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions
Purpose The purpose of this study is to summarize the findings of consumer factor research
and to suggest future lines of inquiry connected to branding outcomes. Consumers are …
and to suggest future lines of inquiry connected to branding outcomes. Consumers are …
How social media live streams affect online buyers: A uses and gratifications perspective
Social media live streams (SMLSs) are becoming mainstream e-commerce platforms,
especially for direct selling, offering online retailers (e-tailers) immense consumer interaction …
especially for direct selling, offering online retailers (e-tailers) immense consumer interaction …
The relationships among community experience, community commitment, brand attitude, and purchase intention in social media
XW Wang, YM Cao, C Park - International Journal of Information …, 2019 - Elsevier
The brand community built by social networking sites (SNSs) promotes efficiency in modern
marketing. However, building consumer-brand relationships through an SNS brand …
marketing. However, building consumer-brand relationships through an SNS brand …
Influencer marketing and the growth of affiliates: The effects of language features on engagement behavior
Although most major brands are utilizing affiliate marketing programs, potential drivers of
engagement with influencer affiliate marketing content have yet to be explored. To address …
engagement with influencer affiliate marketing content have yet to be explored. To address …
Investigating consumers' online social shop** intention: An information processing perspective
Online social media is transforming the way customers communicate and exchange product
information with others. Consumers increasingly rely on the opinions and recommendations …
information with others. Consumers increasingly rely on the opinions and recommendations …
Antecedents and outcomes of Generation Z consumers' contrastive and assimilative upward comparisons with social media influencers
Purpose This study aims to focus on the dynamics in influencer-consumer relationships to
understand how Generation Z consumers' identification and social comparison with …
understand how Generation Z consumers' identification and social comparison with …
Influencer marketing effectiveness: A meta-analytic review
Influencer marketing significantly impacts consumer behavior and decision-making.
However, identifying the drivers of influencer marketing effectiveness and conditions that …
However, identifying the drivers of influencer marketing effectiveness and conditions that …
What drives addiction on social media sites? The relationships between psychological well-being states, social media addiction, brand addiction and impulse buying …
Participation in social media sites may be attractive to millions of users as it offers many
social and emotional rewards. However, relying on social media sites for relief from …
social and emotional rewards. However, relying on social media sites for relief from …
What drives CSR communication effectiveness on social media? A process-based theoretical framework and research agenda
While practice and research show that Corporate Social Responsibility (CSR)
communication on social media can have positive effects on corporate reputation, brand …
communication on social media can have positive effects on corporate reputation, brand …