... communication Consumer behavior Social media influencers Narrative transportation Parasocial relationships Behavioral intentions eWOM SEM Influencer marketing is rapidly expanding, driven by consumers’ growing preference for products endorsed by social media influencers, with the global market...

... 2024 05 03 2025 14 04 2025 14 04 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only VR-based metaverse Eudaimonic well-being Brand experience Consumer psychology Perceived immersion Brand love Perceived ease of use SEM...

... be contacted at: domven@ism.lt 02 12 2022 30 05 2023 31 07 2023 14 09 2023 14 09 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only SEM Social media Employee advocacy Brand-related user-generated content has...

... Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Internal branding Work engagement Mission engagement Organizational identification Emotional exhaustion Cognition SEM Internal marketing Marketing management Brand engagement Brand communication...

... 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 ; Veloutsou and Guzman, 2017). Consumers are increasingly coming to rely...

... product development New product performance Dynamic capabilities theory Resource-based theory New product management Innovation management Quantitative methods SEM Farbod Fakhreddin can be contacted at: f.fakhreddin@student.pnu.ac.ir 31 03 2020 13 04 2020 17 09 2020...

... that organizations should create online brand communities to inspire consumers to have more social exchanges for effective brand co-creation. Hence, our next hypothesis is: H1d: Participation in brand communities is positively associated with brand co-creation. Organization SEM Consumer...

... in these relationships are assessed. Design/methodology/approach The direct–indirect–moderating relationships were assessed by applying covariance-based SEM (CB-SEM), mediating and multi-group analysis. A paper survey was used to collect data from 618 tourists (domestic and international tourists) visiting...

... influence the relationship between consumer vanity and luxury consumption. Therefore, this study examines the mediating effect of brand consciousness in the relationship between consumer vanity and luxury consumption. These relationships have been empirically tested using SEM. The results reveal that brand...

... SEM Brand–cause fit Attitude toward the brand (A_{Brand) is defined as an individual’s evaluation of and/or affective feelings about a brand (Park and Young, 1986). Brands serve consumers primarily as identifiers of specific products or services and their characteristics (Aaker}...

... the direct and indirect mechanisms by which celebrities influence consumer-based brand equity of the endorsed brand. © Emerald Group Publishing Limited 2015 SEM USA Moderation Celebrity endorsement Brand equity Self-brand connection An executive summary for managers and executive...