Table of contents
How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketing
Hanna-Anastasiia Melnychuk, Huseyin Arasli, Raziye NevzatThe purpose of this study is to identify the process of virtual influencer stickiness in the age of influencer marketing, which has received little attention in the literature…
How the time of day impacts social media advertising outcomes on consumers
Valeria Noguti, David S. WallerThis research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary…
Should SMEs diversify their global destinations? The role of market insights and digital transformation
Tien Dung LuuThis study aims to investigate the relationship between geographic diversification (GD) and export performance (EP) by analysing a sample of small exporters in an emerging market.
The effects of brand positioning (underdog vs top dog) and comparative advertising
Hsiang-Ming Lee, Ya-Hui Hsu, Tsai Chen, Wei-Yuan Lo, Wei-Chun ChienThe purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally…
Presenting an evolutionary model of entrepreneurial intelligence components in women: approaches to opportunity discovery and creation
Alireza Amini, Seyyedeh Shima Hoseini, Arash Haqbin, Mozhgan DaneshA better understanding of the characteristics and capabilities of women entrepreneurs can significantly improve their chances of success. Therefore, three studies were conducted…
Mitigating consumer guilt through resale
Hsunchi ChuThis research draws on drive reduction theory and mental accounting theory to understand how the prospect of reselling used items can influence consumer feelings of consumption…
Role of product advantage in shaping product outcome: a hybrid review
Hitesh Kalro, Mayank JoshipuraThis study examines current dynamics, consolidates current knowledge, elicits trends, identifies and analyzes primary research clusters, offers future directions, and develops an…
The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective
Shubhomoy Banerjee, Ateeque Shaikh, Archana SharmaThe study aims to determine the role of online retail website experience on brand happiness and willingness to share personal information using the theoretical lens of the…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss