With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …

Given the importance of content that integrates into consumers' daily lives, marketing
academics are becoming more interested in content marketing. Although academics have …

The growth in luxury consumption has fuelled interest in understanding consumer
perceptions of luxury brands, particularly with the escalation of social media usage. This …

Content marketing involves producing and distributing content effectively and initially
through digital channels. However, digital marketing strategies and business models can …

Although phygital is overly used across businesses, the construct lacks an academic
conceptualization. The existing studies define the concept in regards to the marketing …

This empirical research study aimed to examine factors influencing consumer's behavioral
intentions to purchase products via live-streaming services. This study proposed four key …

The outbreak of COVID-19 has made the offline real economy suffer an unprecedented test,
and the online e-commerce livestreaming model, as a new marketing model, has been …

Purpose The customer as an active and engaged value co-creator raises new challenges for
theory and practice, especially in the hospitality industry. However, the connection between …

Purpose This paper aims to examine the antecedents of brand passion and brand
community commitment, namely, self-congruity and athlete attraction, as well as their effects …

In recent times, ethical consumerism has motivated firms to behave ethically to garner
various benefits for their brands. More specifically, firms have become more conscious of …