As the sharing economy has grown, externalities, ie,“dark sides,” have also surfaced. The
intricacies surrounding these externalities and their regulatory measures have garnered …

This study investigates the impact of customer relationship management (CRM) and
company reputation on customer loyalty with customer satisfaction mediating the relation …

There are growing discussions of social media influencers and their effectiveness in
endorsing products. Further, recent policy regulations are requiring social media influencers …

The ability of digital influencers to convert their followers into paying customers relies heavily
on the followers'“stickiness”, a topic that has not been adequately investigated in the existing …

A brand scandal impacts not just the brand, but also different stakeholders in the society.
However, there is not enough literature in the domain of brand scandals and consumers' …

Purpose As celebrity endorsements have extended from traditional media to social media,
the role of celebrities has been amplified and celebrities have been able to establish …

Recent studies have highlighted the importance of social media brand communities to brand
loyalty. This paper aims to stress the role of the brand in that relationship, suggesting a …

Purpose Brands are investing heavily in content marketing within digital communication
channels, yet there is limited understanding of the effectiveness of this content on consumer …

While insight into consumer brand engagement, experience, and identification is rapidly
developing, little remains known regarding the association of these, and related, concepts …

Purpose On the basis of the social identity and congruity theories, the present research aims
to propose that value congruity directly affects customer–brand identification (CBI), affective …