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Journal Articles

“All is well”, really! Social media influencers, social media boycotts and consumer behavior in the MNFMCG context

Muhammad Ahmed, Chengli Shu, Hammad Bin Azam Hashmi, Dan Luo, Syed Waqar Haider
Journal: Journal of Islamic Marketing
Journal of Islamic Marketing (2026) 17 (5): 1721–1742.
https://doi.org/10.1108/JIMA-06-2024-0243
Published: 09 October 2025
... intention. This study further reveals that social media boycotts negatively moderate the relationship between economic value, entertainment value and customer engagement. Originality/value These results contribute to the authors’ understanding of social marketing and offer valuable insights...
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