Issue addressed Although government promoted public health, social media and media
campaigns have communicated nutrition information, the Australian population remains …

Given the rise of social media, social media influencers have become an essential part of
marketing agencies' strategies. Advertisers seek to leverage influencers' large community of …

Purpose: Setting the context of exploration in beauty clinic industry, the present study aims to
examine the influence of SMM on the four dimensions of brand equity: brand awareness …

Purpose The practice of frontline employees articulating their brand voice and posting work-
related content on social media has emerged; however, employee brand equity (EBE) …

Given the rise of influencer marketing on social media, understanding how to develop
influencer marketing strategies has become an important issue. Few studies have …

The literature provides rich evidence on students' levels of digital skills as well as on their
frequency of Internet and social media use. Several studies have examined the relationships …

Online personal branding is useful for physicians to promote themselves on online
healthcare service platforms. However, there is a lack of understanding of the antecedents …

Purpose The Journal of Product and Brand Management (JPBM) has a 30-year long history.
To commemorate the journal's 30th anniversary, this research paper aims to present a …

Entrepreneurial competencies (ECs) are increasingly being linked to the creation,
performance, and growth of entrepreneurial ventures. Nonetheless, the approaches to …

Purpose Through the theoretical lens of social practice theory, the aim of this research is to
investigate how business-to-business (B2B) high-tech startups build their brands in an omni …