The recent growth in digital marketing investments and revenues has attracted the attention
of both marketing practitioners and scholars. However, this growth has dramatically …

Background Non-technological innovations in marketing are key drivers of competitive
advantage of agri-food companies. The progressive and incessant affirmation of the Internet …

Purpose A comprehensive operational framework is proposed to explain young
consumers'(ie generations Y and Z) engagement with brands on social media sites (SMSs) …

Purpose This study aims to examine the impact of social advertising (informative,
entertainment, credibility, ease of use, privacy and contents) on the buying behavior of …

This article investigates the influence of digital influencers on healthy food purchase
intention within the context of Instagram. The research model is guided by the theory of …

Social network use is a global phenomenon, with Facebook taking prime position as
preferred social network service. Use of Facebook is huge in developed and develo** …

ORIENTATION: The study investigated the influence of electronic word-of-mouth (eWOM)
adoption on brand love amongst Generation Z consumers in South Africa that will enable …

With the acceleration of the wave of technological developments, the advertising industry
started to abandon its traditional tools adopted in addressing customers. The advertising …

The novel coronavirus, COVID-19 has affected the advertising industry in India. This study
tries to gauge the purchase intention towards hygiene products during the ongoing …

Purpose Nonprofit organizations (NPOs) are increasingly using social media outlets to target
millennials for donations of time and money. This study aims to investigate the motivational …