... Brand communication Digital marketing eWOM Gender studies User-generated content The creator economy now exceeds 207 million content creators and is projected to reach $528.4bn by 2030 (Enberg, 2025). As brands increasingly personalize consumer touchpoints with influencers (Khandeparkar...

... Quantitative methods Judgment and decision-making Advertising Marketing strategy Gender studies Consumer psychology While inclusion in advertising is important, the context in which it occurs can also significantly affect viewers’ responses. Specifically, the content surrounding the ad image may...

... 2024 04 07 2024 04 07 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Product design Gender studies Sustainability Consumer behavior Packaging In general, visual design plays a crucial role in consumers’ decision-making...

... Publishing Limited Licensed re-use rights only New product adoption Social influence Opinion leadership Gender studies SEM The popularity of social media and online reviews has influenced the way consumers learn about and evaluate new products and brands (Lee et al., 2020...

... Brand awareness Brand identity Brand communication Consumer brand equity Gender studies Audio branding Pitch Sensory marketing Spokesperson’s voice Voices are commonly used in a wide variety of marketing messages. In fact, evidence from psychology suggests that a speaker’s voice can...

... image Qualitative research Brand sex Brand sexual orientation Gender studies An executive summary for managers and executive readers can be found at the end of this issue. To attract consumers’ attention and market their brands, marketers have for long used sexual or erotic imagery...