... quasiexperimental research methods to investigate how the interaction between livestreaming atmospheric cues and root appeals affects brand evangelism for agricultural products. Findings First, in the livestreaming of task-related cues, the dissemination of natural roots about agricultural products is more...

...Yi Wang; GuiFang Gu; XiaoMeng Cai; WenYuan Li Purpose This study aims to investigate the impact of social media information (argument quality, post attractiveness, and post popularity) on brand evangelism, as well as the mediating role of value resonance and the moderating role of personal...

...Purvendu Sharma; Kapil Khandeparkar Purpose This study investigates the antecedents that nudge followers of social media (SM) influencers into brand evangelism (BE). In doing so, we study how influencer-related attributes such as their homophily, trust, and popularity impact their followers...

...Asif Ali Safeer; Thanh Tiep Le Purpose Customer relationships and transforming customers into evangelists are imperative in today's world. Therefore, this study aimed to examine the influence of online brand experience (OBE) on brand evangelism (BEM) via relationship quality (trust-TRT...