The growth of the Metaverse has been massive in the last two years. However, limited
evidence exists to understand how consumers perceive it as a potential retail space. This …

Chatbots are increasingly used as substitutes for human service agents in online shops.
This has led researchers to analyze how chatbot characteristics influence consumer …

Congruence effects in social media influencer marketing: the moderating role of wishful
identification in online impulse buying intentions | Emerald Insight Books and journals Case …

Purpose This study aims to examine the direct and indirect relationship between self-
congruity and destination brand loyalty (DBL) based on the conceptual linkages of cognition …

Purpose This study aims to examine the moderated mediation model among self-image
congruity, self-brand connection, self-motivation and brand preference and validate that …

Digital presence is increasing on social platforms, and increasing numbers of companies
have begun to invite virtual influencers to endorse their products. However, the question of …

This study analyses the role of consumer perceived value in mediating the relationship
between cause-related marketing and consumer brand engagement with emotional and …

Consumers strongly prefer brands that resonate with their own self-concepts, life tasks,
themes, and concerns; in response, brands increasingly seek to connect with multiple …

Purpose Consumers often start using mobile health apps but quit using them after a brief
period of time. However, app providers can only ensure their long-term existence in the …

Relationship marketing has been key to develo** stronger relationships and promoting
donor continuity in nonprofit organizations. However, it is not clear whether these efforts are …