...Aman Kumar; Amit Shankar Purpose The primary objective of this study is to examine how social powers and consumption values drive engagement with metaverse influencers, while also investigating the mediating role of parasocial interactions. Design/methodology/approach A quantitative online...

... in the brand-building process. It highlights the significance of consumer emotions, digital engagement and trust in shaping an effective sonic branding strategy. It also examines how consumer brand attachment orientations and brand agnosticism interact with consumer responses to sonic branding. Design...

...Ethan Pancer; Matthew Philp; Theodore J. Noseworthy Purpose Recent research has demonstrated that people are more likely to engage with fatty food content online. One way health advocates might facilitate engagement with healthier, calorie-light foods is to alter how people process food media...

... of choice (vs single options). Findings Consumers’ locomotion orientation determines perceived product value for products chosen from a two-option set (vs when considering a single option) because choice offers active control, which is engaging for high-locomotion consumers. Expanding the set to six...

... to foster brand engagement tendencies and advocacy for a brand. Findings also demonstrate that organizational status (C-level executive’s vs non-C-level employees) moderates the relationship between buyers’ reliance on facts and their receptivity to advertising using emotion-based themes, such that reliance...

...Rebecca Dolan; Jodie Conduit; Catherine Frethey-Bentham; John Fahy; Steve Goodman Purpose Organizations are investing heavily in social media yet have little understanding of the effects of social media content on user engagement. This study aims to determine the distinct effects of informational...