The dominance of the internet as a shop** and distribution channel also necessitates an
understanding of e-service quality. Using means-ends-chain theory, we develop a …

For too long, marketers have not been held accountable for showing how marketing
expenditures add to shareholder value. As time has gone by, this lack of accountability has …

SMS advertising perception has been found to have a significant influence over consumer
purchase intention either directly or indirectly. However, there is a dearth of comprehensive …

Purpose This study examines the impact of attitudes toward fashion influencers (FIs) on
brand attitude and consumer purchase intention. It also aims to identify factors affecting …

Endorsers are highly effective in promoting customer–brand engagement. New endorsers
are emerging owing to the digital explosion. Who promotes brands better-mega or macro …

Purpose The purpose of this paper is to better understand the role of closeness and the
relationships between social media influencers and their followers, and, more specifically …

This study examined the influence of consumer's brand familiarity and the information quality
of social media content on their involvement with a brand on the brand's social media pages …

Social media influencers are first explored in the advertising field, particularly to create buzz
in the younger markets and further expand social media coverage in businesses. This study …

Social media websites have created valuable opportunities for electronic word of mouth
(eWOM) conversations. People are now able to discuss products and services of brands …

Corporate social responsibility (CSR) is a well‐touted term in management disciplines that
connects the business goals and societal values. CSR is used as a strategic approach that …