Value co-creation has emerged as a critical challenge for fashion brands in the age of social
media. Despite its importance, scholars have not adequately explored the role of social …

The main purpose of this paper was to explore the effect of social media marketing activities
(SMMAs) on brand equity (BEQ) through a moderated mediation analysis of brand …

This study aims to conceptualize the green influencer marketing (GIM) and to develop a GIM
scale for its measurement. To achieve this goal, this research used a sequential exploratory …

Regardless of a customer's social status, wealth, or country of origin, Apple products have
been notorious for establishing trends in regard to electronic devices. As of 2019, China …

This study aims to determine how social brand engagement via social media platforms will
have an impact on brand equity and purchase intention towards brands in the field of …

Purpose Customer relationships and transforming customers into evangelists are imperative
in today's world. Therefore, this study aimed to examine the influence of online brand …

The success of baby monitoring systems is heavily dependent on their design. Well-
designed systems can enhance user experience, improve accuracy, and increase trust in …

Live-streaming is increasingly becoming a popular e-commerce business model. Although
impulse buying is a traditionally common consumption phenomenon, there is little …

Current literature has focused on different research topics of environmental management
and green business in the hospitality industry, such as corporate social responsibility, green …

Purpose: The aim of this study is to examine the extent to which business administration
students are aware of the role of digital marketing in the growth of electronic commerce …