... influencers impacts prosocial behavior, particularly in encouraging environmental protection and charitable donations. Grounded in Social Identity Theory, the research explores the mediating role of identification, along with the moderating effects of political identity and mood. Design/methodology...

... of the findings and their theoretical and managerial implications. Loyalty Fandom Identification Human brand This is a “Real” Fan. I promise to, trust him whenever he encounters rumors, support him whenever he feels frustrated, understand him whenever he is misunderstood...