A theory-first paradigm tends to be the dominant approach in much academic marketing
research. In this approach, a theory is borrowed, refined, or developed and then tested …

Intersectionality remains largely underutilized within marketing. To address this gap, this
article synthesizes literature to provide tools for incorporating intersectionality into marketing …

Consumers, employees and society at large seems to expect more and more that brands
take a stand on societal issues. This notion is known as brand activism. This paper explores …

Purpose This interdisciplinary study aims to analyze how service organizations
communicate sustainable beliefs in their social media narratives and use them to generate …

Previous studies have explored the importance of health-related advertising; however,
effective social media advertising strategies for promoting health behaviors remain poorly …

Neuromarketing disrupted the marketing research landscape by offering profound insights to
the businesses. These insights guide strategic marketing decisions like product design …

Intersectionality remains largely underexplored within marketing. To address this gap, this
paper synthesizes literature to provide a framework for intersectionality in marketing …

National public health awareness campaigns that emphasize peer-to-peer support are
being increasingly adopted by governments and NGOs, but evidence on the effect of peer …

With over half of the world's population engaged in social media (We Are Social, 2023),
governments and organizations increasingly leverage these platforms in their social …

This study examines the impact of the Black Lives Matter (BLM) movement on consumer
behavior toward Black-owned businesses, using George Floyd's murder as a shock to the …