...Maria DSouza Deryl; Sanjeev Verma; Vartika Srivastava; Justin Paul Purpose Artificial Intelligence (AI) is playing a transformative role in branding, bolstering competitive advantages, and enhancing consumer-brand relationships. As organisations embrace AI, interactive branding is reshaping value...

...Ali Selcuk Can; Ammar Javed; Yuksel Ekinci Purpose This study compares the effectiveness of metahuman and human social media influencers in promoting cultural city brands. It examines how influencers shape tourists’ brand loyalty through brand charisma and reputation, and whether brand familiarity...

... such as selfies, branded posts, and branded emoticons. Less attention has been paid to brand memes and their implications for brand management. Based on the cue utilization theory, this research aims to investigate the informational cues of brand memes foster brand partnerships. Design/methodology/approach...

...Gustavo Quiroga Souki; Flavia Braga Chinelato; Cid Gonçalves Filho Purpose The study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers' likelihood to share videos impacts brand attachment...

...Lijie Zhou; Fei Xue Purpose This paper aims to examine the effects of visual themes and view perspectives on users’ visual attention to brand posts on Instagram. The impact of visual attention on brand attitude and recognition is also explored. Design/methodology/approach The authors conducted...

...Sanjay Puligadda; James R. Coyle; John Ni Purpose Consumers’ engagement with brands online is increasingly important for marketers for both promotion of their brand’s message and sales. The purpose of this paper is to examine if consumers’ brand schematicity, a generalized consumer disposition...

...Zalfa Laili Hamzah; Hazwani Abdul Wahab; Muhammad Waqas Purpose The purpose of this study is to identify the customer perceptions of social media brand post characteristics that drive consumer engagement with the brand post. Furthermore, this study identifies the customer-brand relationship...

...Brian A. Vander Schee; James Peltier; Andrew J. Dahl Purpose The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable with social media and accept firms occupying the same...

...Xin Liu; Jing Hu; Bing Xu Purpose The purpose of this study is to find out how electronic word of mouth (eWOM) may affect evaluations of products with different brand images. In particular, the study explores differential eWOM impacts across several brand types and extension categories. Design...

...Melissa Clark; Hulda G. Black; Kimberly Judson Purpose This paper aims to address two primary research questions: Why does a consumer integrate into a brand community and how does that impact overall satisfaction with the brand? Which of the main social media sites (Facebook, Twitter, LinkedIn...

...Devika Vashisht; Sreejesh S. Pillai Purpose The purpose of the paper is to examine whether there is any difference in persuasion of brands embedded in the advergame because of the differences in nature of the game (speed), and are there any differences in persuasion in the same context...

...”. To this end, motivations behind liking a brand are explored, as well as the interactions that occur between the company and consumer as a result of this Facebook interaction. Next, we look at differing levels of interaction for liked product and service brands on Facebook. Specifically exploring...

...Ran Huang; Stacy H Lee; HaeJung Kim; Leslie Evans Purpose – The purpose of this paper is to examine how sensory, cognitive, affective experiences affect relational brand experience in regards to different channels (i.e. online vs store), how relational brand experience influences brand awareness...

... begun offering branded items in these communities with mixed results. The purpose of this paper is to examine motivational, usage, and demographic differences in VEs across two popular VE types: reality and fantasy‐based platforms. Design/methodology/approach A sample of 106 users of reality...