Amidst a rapidly changing marketplace, sharp behavioral changes, and increased social
media usage, brand authenticity, already an important attribute, has become an essential …

Although it is still at the inception stage, the Metaverse is likely to revolutionize service
marketing and management by disrupting existing business strategies, consumer norms …

Influencer marketing initiatives require firms to select and incentivize online influencers to
engage their followers on social media in an attempt to promote the firms' offerings …

Artificial intelligence (AI) continues to transform firm-customer interactions. However, current
AI marketing agents are often perceived as cold and uncaring and can be poor substitutes …

Virtual influencers (VI) are fictional entities operated by third parties (freelance creators,
digital agencies, or brands). Despite their increasing popularity, the way people approach …

There is a growing need to understand how consumers will interact with artificially intelligent
(AI) domestic service robots, which are currently entering consumer homes at increasing …

This study addresses a lack of research on the effects of consumer brand authenticity, brand
image, and age, on brand loyalty in time-honored restaurants. Time-honored restaurants are …

Influencer marketing has become big business. But while influencers have the potential to
spread marketing messages and drive purchase, some posts get lots of engagement and …

This study explores whether and how varying levels of social media influencers (SMIs)
personal authenticity affect consumer behavior in four experimental studies. Though …

Sponsored videos have rapidly emerged as an important marketing tool as video sharing
platforms and the popularity of video influencers have grown. However, little research …