This paper offers an integrative conceptual framework to posit brand activism (BA) as an
organisation-driven phenomenon pertaining to the strategic marketing field. It is reasoned …

Virtual influencers (VIs) are an increasingly popular form of endorsers used in marketing
campaigns. With their human influencer counterparts sometimes involved in scandals and …

Businesses invest considerable sums in influencer marketing efforts as social media
influencers (SMIs) continue to gain popularity. To understand how marketers might utilize …

Within the social media community, influencers engage in a variety of collaborative practices
such as tagging, reposting content from, or forming partnerships with other influencers and …

While social media influencers have manifested their convertible marketing value in
sponsorship deals, brands and non-profits have also been experimenting with them to …

This research examines the influence of CEO versus brand communication on public
engagement and digital activism during the Russia–Ukraine war. Brand communication …

This study aims to conceptualize an emerging and still understudied phenomenon, defined
as university activism. Academic institutions appear to be following the same path as activist …

With internet and social media technologies, activists can unleash swarming, guerilla style
attacks that quickly devastate brands with little effort. Inspired by counterinsurgency (COIN) …

Artificial Intelligence (AI) is becoming more common in our daily life. One of the biggest
segments of AI is used in business. Technologies are changing at a rapid pace and in …

Brands are increasingly required to be 'woke'and communicate their stance on various
divisive sociopolitical issues and to do so particularly on social media platforms. However …