The increased availability of social media big data has created a unique challenge for
marketing decision-makers; turning this data into useful information. One of the significant …

Purpose The study aims to explore the digital fashion trend within the Metaverse,
characterized by non-fungible tokens (NFTs), across Twitter networks. Integrating theories of …

Ride-hailing services are increasingly consolidating their role in the transport sector in low-
and middle-income countries where there is limited investment in public transport. However …

The differences between traditional and referral marketing programs are so great that the
two share little overlap in terms of appropriate target markets, marketing objectives …

Purpose The purpose of this study is to examine the relationships between market
mavenism, tourists' cocreation experience, loyalty and the mediating role of travel incentives …

Despite the growth of empirical evidence in this field, little review research exists that
assesses the theoretical aspects, marketing drivers, and consequences of market mavens …

To deepen theoretical and practical understanding of consumers' perceptions of luxury
brands, prior marketing literature has investigated the financial, functional, individual, and …

Today, businesses use communication channels which are usually done to create brand
value on consumers and to support the sale of the brand. However, it is controversial …

Differences in business practices and preferences are vital for understanding specific
industries, particularly in relation to downstream operations in emerging markets. This study …

This study examines factors affecting users' intention to recommend bike-sharing apps from
the perspective of internal and external benefits perception. Since the end of 2016, bike …