Purpose With the growing importance of conscientious branding, companies are
increasingly adopting messages of female empowerment in their social media …

Purpose The purpose of this study is to investigate the effects of employee live streamers on
consumers' purchase behaviors and brand image, as well as to understand the mediating …

Digital communication technologies, particularly social media, enable members of
organizations at all levels and across all functions to communicate with external …

Technological innovations, including artificial intelligence (AI), are progressively being
integrated into marketing and branding. However, the novel nature of these technologies …

To succeed in the 'war for talent', it is becoming increasingly important for companies to build
a strong employer brand, with social media playing a key role in targeting potential …

The swift progression in the popularity of social media has significantly impacted
organizations. Over the past decade, the role of corporate communications has undergone a …

This chapter aims to provide tourism academics and professionals with a comprehensive
understanding of influencer marketing in tourism by analyzing research findings from the last …

This research project examines how high-reach corporate influencers (CI) stage themselves
and their corporate brand in German-language LinkedIn posts. Based on the theory of …

While there are many studies on social media influencers, research that considers cultural
contexts is rare. This paper aims to fill this research gap by analysing the success factors of …

This research project examines how high-reach corporate influencers (CI) stage themselves
and their corporate brand in German-language LinkedIn posts. Based on the theory of …