This study examines how scholarly research on consumer brand relationships has evolved
over the last decades by conducting a bibliometric citation meta-analysis. The bibliography …

The main focus of this study is to understand why young people buy the products endorsed
by social influencers on social media platforms. Specifically, the first aim of this study was to …

In a landscape of growing online consumer/firm interactions, digital content marketing
(DCM) which aims to foster consumers' brand engagement and trust, is on the rise …

Live streaming services (eg, Facebook Live), whereby video is broadcast in real time, have
been adopted by many small individual sellers as a direct selling tool. Drawing on literature …

How do consumers react when brands take a stand on controversial socio-political issues?
The results from a series of studies, involving both unknown and well-known brands, show …

With the emergence of virtual reality, several challenges are posed to marketers,
developers, and firms alike. These challenges concern futurity in the context of content …

Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of
self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between …

Purpose Prior studies on brand relationships tend to overlook the mediator (s) between the
relationships between brand experience and brand loyalty. Hence, the main purpose of this …

Live video streaming has been a global economic and social phenomenon in recent years.
Many streaming platforms such as Twitch and YouTube Live have been founded and …

Recent studies have highlighted the importance of social media brand communities to brand
loyalty. This paper aims to stress the role of the brand in that relationship, suggesting a …