The spread and use of social networks provide a rich data source that can be used to
answer a wide range of research questions from various disciplines. However, the nature of …

While practice and research show that Corporate Social Responsibility (CSR)
communication on social media can have positive effects on corporate reputation, brand …

Corporate social responsibility (CSR) has become a global norm for organizations to
observe. In today's shifting media landscape, social media influencers (SMIs) have become …

This study adopts the consumer-centric perspective, through the lens of the consumer
involvement theory and stakeholder theory, to examine the role of consumer involvement in …

The role of Instagram brand messaging as a force for good is examined when a brand's
mission is creating societal change and where being authentic can also lead to controversy …

Emerging literature on social media influencers (SMIs) identifies their potential to help
brands gain attention and build credibility with consumers, in particular as brands respond to …

Global consumers are increasingly expecting brands to strive to positively impact the
communities and societies in which they exist. Marketers are taking heed, looking to balance …

Purpose The purpose of this study is to examine the antecedents of consumer engagement
with supermarkets' social media accounts. Drawing on regulatory fit theory and social …

While the trade press has started to report on consumer responses to brand messaging
about the ongoing novel coronavirus (COVID-19) pandemic, empirical results have yet to …

Despite the growing relevance of influencer marketing, recent research suggests that
consumers have negative reactions to social media ads. Our research investigates how …