Purpose This paper aims to examine the differential effects of the type of gift (material vs
experiential) offered on Snapchat and Instagram (Study 1) and how the impacts of gift type …

While products are regularly presented as gifts to apologize, little is known about the effect of
an apology context on product evaluations and relationships. Past research suggests that …

Purpose The purpose of this study is to examine the transformation expectations and well-
being of lenders as a consequence of participation in peer-to-peer (p2p) lending in India …

The study aims to explore the drivers of community building in virtual participation charity
sport events. The authors conducted a case study of virtual charity events governed by Team …

O e-commerce se difundiu amplamente na última década, obtendo crescimento
intensificado durante o período de pandemia da COVID-19 e suas incessantes variantes …

Podcast advertising is an important and underrepresented topic in marketing research. The
purpose of the study is to gain insights and a deep understanding of persuasion techniques …

The main objective of the study was to examine the effect of celebrity endorsement on brand
promotion using Kabfam Ghana as case study. The study took a descriptive approach to the …