...Linwan Wu Purpose This study aims to examine how consumers respond when personified brands disclose using artificial intelligence ( AI ) in generating social media marketing content and explore effective communication strategies for mitigating the negative impact of such disclosures. Design...

... vdiwanji@ku.edu Disclosure statement: No potential competing interest was reported by the authors. 23 01 2025 28 06 2025 10 11 2025 10 11 2025 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Social media...

...Seong Eun Kim; Song-Yi Youn Purpose Intellectual property ( IP ) issues are causing brand crises in social media marketing, threatening both reputation and business viability. Thus, this study aims to investigate IP infringement allegations under the crisis management framework. Design...

..., physical, social media and Web brand touchpoints. Design/methodology/approach Through five experiments, it investigates the effect of metaverse interactions on brand psychological distance. Consumer–brand interactions were manipulated within the metaverse and between the metaverse and physical, social...

...Rossella C. Gambetti; Robert Kozinets; Silvia Biraghi Purpose Social media platforms have matured into significant arenas for moral conflict and often intense confrontation between brands and their consumers. This research aims to scrutinize the strategic development of a fresh brand entity...

... reactions from consumers due to brand transgressions in social media marketing campaigns that violate these values. The purpose of this paper is to analyze the repercussions that such social media marketing campaigns have on brands, categorizing these campaigns as brand transgressions in social media...

... 09 2023 14 09 2023 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Social Media Consumer engagement Online brand community Brand evangelism Online brand community (OBC) engagement in social media has been recognised...

...Magdalena Marchowska-Raza; Jennifer Rowley Purpose Social media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a cosmetics social media brand community and to establish the types of value...

...Rafael Barreiros Porto; Carla Peixoto Borges; Paulo Gasperin Dubois Purpose Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt behaviors favoring the human brand. However...

...Dominyka Venciute; Lukas Karalius; James Reardon; Vilte Auruskeviciene Purpose This study aims to examine how employee advocacy, via the value and credibility of their professional social media content, affects their followers’ attitudes toward the brand through the mediating role of parasocial...

...Ebenezer Nana Banyin Harrison; Wi-Suk Kwon Purpose This study aims to explore how brands use brand personification techniques in real-time marketing on social media, particularly Twitter, and examine how these techniques impact consumer engagement, moderated by brand-event congruence levels...

...Tony Cooper; Constantino Stavros; Angela R. Dobele Purpose The purpose of this paper is to explore the tension in brand management created through the rapid transformation of social media, mapping the maintenance of increasingly complex B2B relationship dynamics with key intermediaries. Design...

...Linwan Wu; Naa Amponsah Dodoo; Chang-Won Choi Purpose Anthropomorphized brands have been widely used as marketing communication tools to engage consumers on social media, especially on Twitter. Guided by the social exchange theory (SET) and the dialogic theory, this study aims to investigate how...

...Augusto Bargoni; Jacopo Ballerini; Demetris Vrontis; Alberto Ferraris Purpose This paper aims to explore the impact of brand authenticity dimensions (i.e. aesthetic, symbolism, heritage, originality, quality commitment and virtue) on consumer engagement in the context of social media. This study...

...Wondwesen Tafesse; Bronwyn P. Wood Purpose Drawing on insights from social influence theory, the MAIN model of digital media affordances and the literature on the attention economy, this study aims to investigate how social media influencers’ community and content strategy contribute to follower...

... 01 2022 24 06 2022 30 08 2022 12 09 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Brand communities Brand passion Brand community commitment Online brand advocacy Social media PLS modeling Singapore University...

...Nina Michaelidou; Nikoletta Theofania Siamagka; Leonidas Hatzithomas; Luciana Chaput Purpose The purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices. Design/methodology/approach...

...-of-mouth [WOM] and attitudinal loyalty intentions) responses. Design/methodology/approach Structural equation modeling was used to analyze the data of 290 social media users in the USA who followed at least one luxury brand on social media. Findings The results demonstrated that consumers’ brand...

... firm-created and user-generated social media content and intention to purchase fashion products. Design/methodology/approach In this study, the authors carried out an online survey with social media users of fashion brands and collected data from 622 participants across two samples to investigate...

... loyalty Brand community Social media Satisfaction Customer relationship management H2. The higher the (a) special treatment, (b) social influence and (c) the sense of membership, the higher the community satisfaction. Muniz and O’Guinn (2001) introduced the idea...