...-congruity theory, and the theory of individualism and collectivism. Design/methodology/approach Drawing on four theoretical frameworks, the study develops and tests a multi-route model of content engagement. The model includes influencer agility, content quality, and influencer-follower congruence...

...Angelica Niros; Meletios I. Niros; George Baltas; Apostolos Giovanis; Grigorios Painesis Purpose This study investigates the indirect effects of individualism (INDIV) on the effectiveness of chatbot marketing efforts on predicting customer equity drivers (CEDs), meaning relationship equity (REQ...

... increase in demand for products sold by firms that strategically position themselves as “independent” and openly reject multinationals' acquisition calls. Independent Firms Authenticity Warmth Individualism Collectivism Finally, independent firms usually build their value around community...

... individualism and masculinity are negatively related to sales collaboration. Rewards alignment leads to greater sales collaboration and is particularly important in highly individualistic and masculine societies. Practical implications – The study identifies rewards alignment as an actionable management...