Enhancing brand love, customer engagement, brand experience, and repurchase intention: focusing on the role of gamification in mobile apps

CL Hsu - Decision Support Systems, 2023 - Elsevier
Advances in and increased access to mobile technology have prompted businesses to
embrace gamified applications, particularly to enhance customer engagement. Thus, it is …

Social media marketing for luxury brands: parasocial interactions and empowerment for enhanced loyalty and willingness to pay a premium

T Zha, ECX Aw, O Dastane… - Marketing Intelligence & …, 2023 - emerald.com
Purpose This research aims to unravel the intricate relationship between luxury brands'
social media marketing strategies (ie communication and engagement) and their impact on …

“The Dark Side of the Brand” and Brand Hate: A Review and Future Research Agenda

CE Walter, VT Vale, M Au-Yong-Oliveira… - Administrative …, 2023 - mdpi.com
The present study aimed to analyze the current state of the art regarding brand hate with the
main intention of identifying possible gaps to be explored in future studies. Brand hate can …

How gamification elements benefit brand love: the moderating effect of immersion

HT Tsou, MT Putra - Marketing Intelligence & Planning, 2023 - emerald.com
Purpose A gamification approach uses game components in non-game services to increase
customer engagement and loyalty. This study aims to investigate the relationships between …

Determinants of followers' purchase intentions toward brands endorsed by social media influencers: Findings from PLS and fsQCA

B Foroughi, M Iranmanesh, M Nilashi… - Journal of Consumer …, 2024 - Wiley Online Library
Given the rise of marketing through social media influencers (SMIs), this study aimed to
investigate the influences of source credibility and content validity factors on followers' …

Mindfully fashioned: Sustaining style through product value retention

S Srivastava, A Dwivedi, SK Mangla, BL Dey… - Journal of Retailing and …, 2024 - Elsevier
In the ever-evolving landscape of fashion industry, the pursuit of sustainability and mindful
consumption has emerged as an imperative. This study presents an innovative and …

Cutting-edge research in social media and interactive marketing: a review and research agenda

JW Peltier, AJ Dahl, L Drury, T Khan - Journal of Research in …, 2024 - emerald.com
Purpose Conceptual and empirical research over the past 20 years has moved the social
media (SM) literature beyond the embryotic stage to a well-developed academic discipline …

Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions–a multivariate mediation analysis

A Kalam, CL Goi, YY Tiong - Marketing Intelligence & Planning, 2023 - emerald.com
Celebrity endorsers and social media influencers for leveraging consumer advocacy and
relationship intentions – a multivariate mediation analysis | Emerald Insight Books and journals …

From screen to cart: how influencers drive impulsive buying in livestreaming commerce?

X Ma, ECX Aw, R Filieri - Journal of Research in Interactive Marketing, 2023 - emerald.com
Purpose The recent livestreaming commerce has magnified the role of influencer marketing,
where the influencers are partnering with brands for product promotion. This study examines …

Social media marketing of Islamic higher education institution in Indonesia: a marketing mix perspective

A Juhaidi - Cogent Business & Management, 2024 - Taylor & Francis
Islamic higher education (IHE) and non-religious/general higher education (GHE) are the
largest forms of higher education institution in Indonesia. IHE has utilized social media as a …