Purpose Loneliness and isolation are on the rise, globally threatening the well-being across
age groups; global social distancing measures during the COVID-19 crisis have intensified …

We review a growing body of research in consumer behavior that has examined when
consumers humanize brands by perceiving them as like, part of, or in a relationship with …

WeChat has burgeoned into a predominant mobile communication platform that facilitates
instantaneous text and voice-mediated dialogues. Currently, it stands out as a quintessential …

China is not only the largest but also one of the fastest-growing live streaming markets
globally. In comparison to Western countries, Chinese viewers have a tendency to engage …

Medical tourism (MT) is a valuable component of many national service economies.
Understanding the marketing and recruitment of MT patients is therefore an important …

Purpose This study aims to identify and examine the effect of brand reputation on brand
advocacy by evaluating the mediating effect of emotional attachment. The study also tests …

An increasing number of companies have created branded apps to communicate with and
satisfy the needs of target audiences. The interactive features of smartphone apps …

Purpose The purpose of this study is to investigate the relationships between brand
attachment and consumers' positive and negative behaviours. Furthermore, this study …

This study investigates the role of perceived coolness in terms of creative tourism destination
consumption and its antecedents as well as the consequences for Generation Y tourists …

Drawing on augmented reality (AR) and social networks literatures, this study investigates
social AR's influence in building relationships among customers through a shared social …