...-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...

... that preference for independent versus non-independent firms' products is moderated by the product type and country culture. We test our predictions in three experimental studies (N_total = 1,170) across five countries of varying levels of individualism/collectivism (USA, UK, Italy, China, India...

... 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...