Construal level theory, originally rooted in psychology to study human behaviour, is a
popular and influential theory in social-cognition research. Within the marketing domain …

Purpose Electronic word-of-mouth (eWOM) has become one of the most influential
information sources for consumers' purchase decision-making. Based on construal-level …

Trust is one of the highly important concepts of consumer research; yet it is characterized by
a striking lack of generalizations and consensus regarding the relative strength of its …

Research on the positive emotions that consumers develop toward brands is well-
established in the marketing literature. Studies on the negative consumer emotions toward …

Celebrity endorsements are becoming a popular destination marketing strategy. However,
most existing studies focus on the effect of real celebrity endorsers and less on virtual …

Consumer-related studies comprise to an increasing extent moderator variables,
presumably because researchers have become convinced by scholars who over the years …

This article conceptualises how consumers construct their relationships with masstige
brands. Drawing on a two-stage methodology of consumer interviews and online content …

Social media live streaming, in the form of live video and user stories, is widely used by
influencers, organisations and individuals to connect with their audiences. Its popularity is …