Negative user-generated content provides cues that warn other consumers to avoid using a
particular product or service. This study explores whether brand feedback can counteract …

Purpose Conceptual and empirical research over the past 20 years has moved the social
media (SM) literature beyond the embryotic stage to a well-developed academic discipline …

Dietary choices, as the types and amounts of foods that individuals consume, are a major
determinant of human health and environmental sustainability. From a marketing …

Purpose The extensive brand associations research lacks organisation when it comes to the
used information cues. This paper aims to systematically map and categorise the brand …

Purpose This paper aims to explore the recognition and success of different ways of
branding native advertising in influencer marketing. Design/methodology/approach The data …

Drawing upon goal pursuit research and the social status literature, this paper examines an
important and yet unexplored issue in multi-tier loyalty programs (MTLPs): how to use tailor …

We present a dataset of eye-movement recordings collected from 60 participants, along with
their empathy levels, towards people with movement impairments. During each round of …

The goal of this study is to explore how the execution style (product vs. cause) and the
emotionality of pictures in brand-generated cause-related marketing (CRM) posts …

Many studies have focused on the adoption of social commerce (s-commerce) by customers
but not by businesses or by microbusinesses. Further, they have investigated this adoption …

In the era of digitally dominated competition, where the effectiveness of Facebook ads
prompts the social media marketing strategy, new opportunities arise for most industries. In …