We have witnessed exponential growth in the literature on influencer advertising and
influencer marketing over the past few years (eg, Hudders, De Jans, and De Veirman 2021; …

This research investigates the key factors influencing young users' continuous use of digital
twin-enhanced metaverse museums. Attracting young users to use the metaverse museum …

This research explores the marginal stakeholder engagement and propensity to value
cocreation in the fast‐fashion industry by taking Generation Z consumers (GZCs) as …

Our study extended the UGT Theory and proposed seven direct and two moderating
hypotheses. The study focused on the upper-middle-class segment of Karachi. It examined …

Abstract marketing and promotion. Douyin's exponential growth as an e-commerce platform
highlights the increasing desire for social media engagement and the shared appreciation of …

Background: Social media platforms, particularly through user-generated content (UGC),
have been recognized as impactful channels to build communities and spread messages …

This thesis advances the understanding of parasocial Interaction (PSI) and parasocial
relationship (PSR), which are critical for understanding consumer behaviour in media …

Web 2.0 and Web 3.0, organisations have integrated social media applications/resources
into their communication mix. Communication is one of the most critical functions, a kind of …

The purpose of this study is to investigate the factors that contribute to impulsive purchasing
behaviors experienced by adolescents and to determine the factors that have an impact on …