Instagram has become a popular platform for consumers and marketers. Using the stimulus-
organism-response theory, this study compared lifestyle and brand influencer types of …

The research aims to explore the technological, environmental and organizational factors
that influence digital technology adoption in the small and medium enterprises (SMEs) …

The purpose of this paper is to reveal how social network marketing (SNM) can affect
consumers' purchase behavior (CPB). We used the combination of structural equation …

Purpose This study explores the effect of internal branding on organisational financial
performance and brand loyalty with the mediating role of psychological empowerment …

Background: With digital transformation and growing social media usage, kids spend
considerable time on the web, especially watching videos on YouTube. YouTube is a source …

Supply chain operation is more competitive in a dynamic business environment. Developing
supply chain capability is, hence, important for gaining a competitive advantage and overall …

Objective: The article's objective is to identify how media could facilitate the effect of
sustainable entrepreneurship on consumer purchase behaviour, based on evidence from …

Given the mediating role of value co-creation, this paper tries to demonstrate how social
network marketing (SNM) could influence consumer purchase behavior (CPB). The …

This study evaluated the impact of startup technology innovations and customer relationship
management (CRM) performance on customer participation, value co-creation, and …

This paper aims to investigate how social network marketing affects consumers' sustainable
purchase behavior (CSPB) while considering the role of Eco-friendly attitude. The statistical …