Purpose The purpose of this study is to summarize the findings of consumer factor research
and to suggest future lines of inquiry connected to branding outcomes. Consumers are …

Tourism marketing scholars have recently focused on the experiential development of
services. As a sensory tool, music has not been exhaustively approached from a …

Although research has examined the social media–shareholder value link, the role of
consumer mindset metrics in this relationship remains unexplored. To this end, drawing on …

As brands increasingly integrate artificial intelligence (AI)-enabled automation as part of
their communication efforts, marketers have employed social media brand chatbots to …

Social media offers a myriad of opportunities for entrepreneurial marketing strategies that
leverage the power of communities, especially when they are combined with traditional …

Social media has become a vital part of social life. Meanwhile, social media enables
governments and organizations to engage people while allowing consumers to make …

Studies have shown positive associations between liking a Facebook brand page and brand
evaluations, but causal evidence is lacking. This online pre–post-measure experiment …

An increasing number of customers make purchase decisions according to social media
referrals. Social-network-based communication is becoming a necessity for companies to …

Brand strategies in social media in hospitality and tourism | Emerald Insight Books and
journals Case studies Expert Briefings Open Access Publish with us Advanced search …

Purpose The purpose of this paper is to find out the antecedents of customer brand
advocacy (CBA) on the basis of synthesis of the CBA literature. A summarisation of the …