In a digital world, it is becoming increasingly important for marketing researchers and
practitioners to understand how consumers attribute humanlike characteristics and …

This research aims to analyze brand communication and brand image as specific drivers of
wine brand preference and their influence on wine consumers' intention to visit associated …

Congruence effects in social media influencer marketing: the moderating role of wishful
identification in online impulse buying intentions | Emerald Insight Books and journals Case …

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' …

This study investigates the effects of the social comparison orientation in social networking
sites on psychological well-being. In particular, it examines the mediation effect of perceived …

As chatbots become more advanced and popular, marketing research has paid enormous
attention to the antecedents of consumer adoption of chatbots. This has become …

Purpose Augmented reality (AR) apps offer a great opportunity for brands to provide better
service to customers by creating augmented customer service. However, not every AR app …

Purpose Driven by social comparison and self-congruity theories, this paper's aim was to
investigate the associations with Korean millennials' usage of social media, self-image …

Purpose This study aims to analyze the effect of the use of social media on the perception of
brand personality and to identify its effect on customer brand engagement …

Purpose Drawing on symbolic interaction theory (SIT), this study aims to identify what makes
corporate social responsibility (CSR) communication more favorable to customers in the …