Thirty years ago, Hirschman and Holbrook (1982) advocated greater attention to hedonic
consumption and the myriad ways in which consumers seek pleasure and enjoyment. A …

The utilization of chatbots has grown in popularity in recent years, leading to an increasing
interest among academics and practitioners. This study investigates the effect of chatbot …

People—be they politicians, marketers, job candidates, product reviewers, or romantic
interests—often use linguistic devices to persuade others, and there is a sizeable literature …

Brands regularly attempt to stimulate consumer engagement by posting messages on social
media platforms (eg, Facebook), but their messages are often ignored. How can managers …

While social media are effective means of communicating with adverse customer emotions
during a crisis, it remains unclear how tourism organisations can respond to pandemic crisis …

Successful crowdfunding campaigns are multifaceted in nature and depend on marketing
and organizational features. This study identifies the most appealing factors and analyzes …

Social media are now essential platforms for marketing communications, and the volume of
consumer-brand interactions on these platforms is exploding. Even so, it remains unclear …

Consumers are often frustrated by customer service. But could a simple shift in language
help improve customer satisfaction? We suggest that linguistic concreteness—the tangibility …

Consumer-to-consumer brand message sharing is pivotal for effective social media
marketing. Even as companies join social media conversations and generate millions of …

B2B livestreaming has become increasingly popular, but few studies have investigated the
role of streamers in these B2B livestreaming events. In contrast to the existing studies that …