Brands' investments in influencer marketing have been escalating over the past few years.
This study proposes and explicates how two similar and comparable sets of advertisements …

Abstract The Black Lives Matter (BLM) movement ignited divergent social media reactions
and conversations. Addressing the importance of message sources, this study aims to (1) …

Companies have learned that consumers not only collect purchase-critical insights from
online advertising, but are also increasingly turning to social media and particularly to …

La creciente desconfianza ciudadana y las demandas del movimiento de defensa del
consumidor presionan al marketing para que amplíe su función más allá del diseño de un …

The purpose of this paper is to propose a model which presents an expanded view of the
beneficial impact of internal marketing (IM) in organizations. The model innovatively …

Marketing, Rhetoric and Control investigates the tensions that surround the place of
persuasion (and, more broadly, control) in marketing. Persuasion has variously been seen …

This study examines employees of Australian firms engaged in sports sponsorship activity.
Where theemployee is aware of that sponsorship, we consider the ways in which the …

This research explored the relationships between the marketing mix, customer perceived
value, relationship quality (customer satisfaction, trust, and commitment), and customer …

Purpose The psychic distance often hinders the interaction between cross-border e-
commerce (CBEC) and consumers. This paper aims to discuss the issues of psychic …

In developed countries and in some Middle Eastern countries, the issue of attracting
customers to use banking services has been resolved. However, in Yemen, where majority …