Purpose The purpose of this study is to summarize the findings of consumer factor research
and to suggest future lines of inquiry connected to branding outcomes. Consumers are …

Purpose The purpose of this study is to investigate the relationships that influence the value
co-creation process and lead to consumer comfort with artificial intelligence (AI) and mobile …

The advancement in technology has fostered the prevalence of the Internet of Things (IoT),
which enhances healthcare business quality, offers a seamless customer experience, and …

Increasing online advocacy by donors has important implications for nonprofit organizations
(NPOs). Through a lens of self-disclosure theory, this current research combines data across …

Purpose Limited research has explored why and how cause-related marketing on social
media influences consumers' responses. Drawing upon balance theory and consistency …

Purpose The authors argue that privacy is integral to the well-being of consumers and an
essential component in not only corporate social responsibility (CSR) but what they term …

Purpose One of the major challenges within the airline industry is to keep pace with the
changing customer perception toward their service quality. This paper aims to demonstrate …

Purpose This study delves into how corporations make decisions about influencer
marketing. Specifically, it examines the differences between human influencers, who carry …

The aim of this paper is to improve knowledge and foster a deeper understanding of various
aspects of influencing posthumous organ donation. Extending the Theory of Reasoned …

As social media continues to gain popularity, people are increasingly turning to various
social media websites to engage with one another and exchange information …