...Bharti Rahul Shukla; Suchita Jha Purpose This paper aims to explore the phenomenon of real skin and authenticity in the beauty space, focusing on what drives this increased shift, the role of social media both for supporting and impeding this phenomenon, consumers’ response to authenticity over...

... author Sun Young Park sp22bb@fsu.edu 26 08 2025 23 02 2026 02 05 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Social media Content analysis Influencer Supplement TikTok Gut health In 2024, the global...

... and consumers’ body compassion ( BC ) in shaping responses to health e-mavens, social media influencers who disseminate health-related content. This study is grounded in parasocial relationship ( PSR ) and source credibility theories to understand how perceived influencer traits foster trust and behavioral...

...Javier A. Sánchez-Torres; Francisco-Javier Arroyo-Cañada; Ana Argila-Irurita; Jordi Campo; Rodolfo Casadiego-Alzate Purpose The purpose of this study is to examine the impact of social influence and social media on information search, consumer attitudes and purchasing behaviour regarding anti...

... organizations. In Malaysia, the shortage of organ donations has been a pressing issue faced by the Ministry of Health Malaysia (MOH) for a considerable length of time. In reaction to this issue, the MOH deployed the Organ Donation Awareness Strategic Campaign Plan by using the platform of social media...

...Divaries Cosmas Jaravaza; Joshua Risiro; Paul Mukucha; Nomuhle Jaravaza Purpose The main purpose of the study was to synthesise the role of COVID-19 social media messages and indigenous religious beliefs on public health promotion initiatives among rural consumers in Zimbabwe. Design...

...Claire Youngnyo Joa; Sung-Yeon Park Purpose There is an increasing need for a better understanding of healthcare service marketing in social media. This paper aims to examine Under the framework of positioning theory, popular Instagram posts related to #plasticsurgery and their accounts were...

... incorporated the Web 2.0 and social media (SM) platforms. Originality/value This study analyses, from a marketing perspective, the degree of Web 2.0 adoption and the characteristics of the websites, in terms of aiding communication and interaction with customers in the Spanish pharmaceutical sector...

... relationship marketing (PRM) tactics within the social media environment will influence the ranking of the alternative course of actions. Design/methodology/approach This paper used AHP-based questionnaire survey to evaluate the relative importance of factors accounting for PRM and the impact of social...

... and to attract new customers. Hence, the purpose of this study is to examine the impacts of word-of-mouth and social media on hospital brand image. It also attempts to examine the relationships between brand image, perceived service quality, patient satisfaction and behavioral intention. Design/methodology...

.... Practical implications Social marketing programs, including social media, should stress healthy eating habits while focusing on the importance of the self and de-emphasizing the “thin-ideal” image. Originality/value Results will assist in developing more informed and effective prevention programs...

...Charles Scott Rader; Zahed Subhan; Clinton D. Lanier; Roger Brooksbank; Sandra Yankah; Kristin Spears Purpose – The purpose of this paper is to assess the state of the art in social media and pharmaceutical marketing through empirical analysis of online consumer conversations. Proliferation...