... relationships with social media influencers (SMIs) on luxury brand purchasing intentions along with the moderation of consumer xenocentrism in the context of the UAE . Design/methodology/approach The data was collected via online questionnaires from 437 buyers of luxury products in the UAE markets...

... such as purchase, impulse buying and gifting. Finally, the synthesis underscores the underexplored role of social media characteristics and affordances in shaping the development of PSR/PSI. Originality/value To the best of the authors’ knowledge, this study is the first systematic review to highlight...

... create and select images to express specific brand stories consistently over time on social media. Corresponding author Joachim Scholz jscholz@brocku.ca 15 07 2024 11 09 2024 03 03 2025 22 07 2025 14 09 2025 © 2025 Emerald Publishing Limited 2025...

... Affective engagement Cocreation Social media Instagram Purchase intention European Union NextGenerationEU/PRTR PID2023-147414OB-I00/FEDER, UE and TED2021-129513B-C22 funded by MCIN/AEI/10.13039/501100011033 Through personalized offerings, firms enhance value cocreation, customer...

...Sphurti Sewak; Jaehoon Lee; Todd C. Haderlie Purpose As memes become an increasingly more common form of communication on social media, brands are beginning to leverage their humorous appeal as a strategy to capture consumer attention. This study aims to examine how brand social media posts...

...Karen Anne Wallach; Hieu Pham; Anthony Koschmann; Gaurav Arwade Purpose This study aims to gain insight into the use of the human face in different contexts in social media videos and its impact on consumer engagement with brands. Design/methodology/approach Using machine learning techniques...

... such as self-image, health concerns, masculinity and perceptions regarding skincare, along with the impact of social media use on men’s skincare purchase intentions. Design/methodology/approach The research uses an online questionnaire to gather data from 178 valid responses. The collected data is analyzed...

...Ainsworth Anthony Bailey; Mohamed Slim Ben Mimoun Purpose Despite the continued focus on online sharing through social media, little consumer research has looked at this behavior as an independent construct or tried to determine how it relates to other consumer behaviors. Consequently, this study...

...Renping Zhang; Xingyu Chen; Wei Wang; Mohsin Shafi Purpose This study aims to explore the impact of firm-generated content (FGC) on viral marketing on multiple social media platforms, and how social ties embedded in different social media platforms affect the motives for social dissemination...

...Janine Williams; Jayne Krisjanous Purpose The rapidly increasing practice of “sharing” and “liking” religious and spiritually inspiring content on social media platforms suggests it is engaging for consumers, but it is unclear why. This study aims to investigate consumer interpretations...

...Sorush Sepehr; Jamie Carlson; Philip Rosenberger III; Ameet Pandit Purpose Social media has transformed communication possibilities for immigrant consumers with their home country in their acculturation efforts. However, the acculturative outcomes of consumer interactions with the home country...

...Pradeep Kautish; Arpita Khare Purpose This study aims to examine cosmopolitanism, global social identity, green peer and social media on green apparel knowledge and sustainable fashion perception. Further, it explored the mediating effect of green apparel knowledge and sustainable fashion...

... types of messages created after these events vary in the extent that they “fan the flames” of the transgression. A message typology and flowchart are provided to assist managers in identifying and responding to three message types: ash, sparks and embers. Consumers use social media...

... a marketing-centered, dynamic view on consumers’ fake news experience and connecting consumers’ perceptions, attitudes and behaviors in the context of fake news. Perceptions Brands Behaviors Strategy Attitudes Social media SNS Fake news Sharing motives Consumers’ perceptions 31 05 2020...

...Petru Dorin Micu; Christy Ashley Purpose The purpose of this paper is to investigate whether consumers experience territory infringements during interactions with other consumers on firm-managed social media pages and, if so, how consumers respond. In offline contexts, feelings of territoriality...

...Giuseppe Colella; Cesare Amatulli; María Pilar Martínez-Ruiz Purpose This study aims at investigating how the level of brand–consumer interaction between luxury brands and consumers on social media may affect the perception of brands’ luxuriousness. In particular, this study is focused...

...Trang P. Tran; Adrienne Muldrow; Khanh Ngoc Bich Ho Purpose This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships on social media. Design/methodology/approach The conceptual model is empirically tested through two...

...Joshua Fogel; Sarah Ustoyev Purpose This study aims to examine the association of social media advertising with deposit contracts and consumers joining a fitness club/gym. Design/methodology/approach This paper surveyed 745 college students. Three deposit contract options were presented...

...Eugene Cheng-Xi Aw; Lauren I. Labrecque Purpose As celebrity endorsements have extended from traditional media to social media, the role of celebrities has been amplified and celebrities have been able to establish unprecedentedly close relationships through interacting with consumers. This study...

... be contacted at: j.oliveira@lboro.ac.uk 08 10 2019 19 02 2020 02 05 2020 24 06 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social media Electronic word of mouth (eWOM) The rapid growth of technological...