Given the rise in influencer marketing on social media, this paper explores how homophily
between influencers and their audiences affects customer value co-creation behaviour …

The research aims to explore the technological, environmental and organizational factors
that influence digital technology adoption in the small and medium enterprises (SMEs) …

Purpose This study explores the effect of internal branding on organisational financial
performance and brand loyalty with the mediating role of psychological empowerment …

Social media is considered a dominant platform for ensuring business success and survival,
especially in the case of small and medium enterprises businesses (SMEs). It offers many …

This study lends new insights into the hitherto-unexplored relationship between
entrepreneurial thinking and the sustainability of small and medium-sized enterprises …

Objective: The article's objective is to identify how media could facilitate the effect of
sustainable entrepreneurship on consumer purchase behaviour, based on evidence from …

Given the mediating role of value co-creation, this paper tries to demonstrate how social
network marketing (SNM) could influence consumer purchase behavior (CPB). The …

The changing trend in the circular economy has pushed most firms to be competitive in their
business activities using emerging technology. SMEs in recent times are increasingly …

This study evaluated the impact of startup technology innovations and customer relationship
management (CRM) performance on customer participation, value co-creation, and …

This paper aims to investigate how social network marketing affects consumers' sustainable
purchase behavior (CSPB) while considering the role of Eco-friendly attitude. The statistical …