Purpose The purpose of this study is to propose and test an extended theory of planned
behavior model to explain the significance of social media influencers' credibility, social …

In the ever-evolving landscape of digital marketing, companies within the Fast-Moving
Consumer Goods (FMCG) industry in Lebanon are recognizing the imperative need to …

Purpose The study seeks to address the influence of different facets of business-to-business
(B2B) relationship marketing on internationalization effectiveness, by taking into account the …

Objective This study explores how trustworthiness, expertise, and attractiveness of fitness
influencers affect Chinese users' attitudes, subjective norms, perceived behavioral control …

Storytelling from volunteers can demonstrate the voluntary contributions of others, especially
when conveyed by a migrant. A story, told by someone who has recently moved from …

Social commerce has become a global phenomenon in recent years. Its convenience and
accessibility have revolutionized how consumers shop and interact with brands and …

Nonprofit leaders often experience a reduction in funding for various reasons, which can
jeopardize the organization's financial sustainability and even its continued existence. As a …

New product adoption by business-to-business (B2B) organizations is explored through an
examination of the influence of the theory of planned behavior (TPB), organizational culture …

This paper examines the credibility of source persons for community service projects in
improving financial literacy for vocational school students in Indonesia. Improving financial …