... and brand trends. The study investigated perceptions of brand strategies, the role of influencers and consumer responses within this context. Findings The research suggests consumers have different viewpoints about these brands that are compliant with hijabi fashion. This incorporation benefits Muslim...

...Evi Chatzopoulou; Athanasios Poulis; Apostolos Giovanis Purpose This study aims to examine the impact of firm-generated content (FGC) on lesbian, gay, bisexual, transgender, queer/questioning (LGBTQ+) influencers, focussing on inclusive marketing strategies and enquires the ability of LGBTQ...