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

Purpose This study aims to focus on the role of hashtags as a symbol of community
membership and examine the effect of branded hashtag community identification (BHCI) on …

Purpose This paper critically examines the effectiveness of male anchor in cross-gender
endorsements and questions whether it can truly deliver positive outcomes for advertisers in …

Accepted: 28 January 2023 The purpose of this study was to examine Destination Brand
Self Congruence, Destination Scenery, Nostalgic Value Resonance and Destination Brand …

Purpose Native advertising on social media continues to be a popular ad placement for
marketers. With native ad-content relevance in need of further exploration regarding …

Abstract “Lookalike” products, including counterfeits and copycats, are increasingly common
in today's global marketplace. Four lab experiments were conducted involving 653 …

With the increasing availability of news related to unexpected and catastrophic events, such
as public health issues, natural disasters, murder cases, and terrorist attacks, the …

Based on the growing prospects of social media advertising, this research examined the
interplay between product attributes and ad appeals in sponsored ads on Instagram (Study …

Social media has sparked a surge in online activism and sociopolitical movements.
Numerous companies have also launched brand activism advertising campaigns to voice …

Purpose In the competitive app store environment, understanding how various app store
elements influence user preferences is crucial. While prior research has primarily focused …