... across types of stigmas and are explained by a greater self-presentation concern, and consequently, appreciation concern for the gift giver when the recipient is not stigmatized. Research limitations/implications We only looked at two types of stigma – body weight and SES. Future research should...

...Muhammad Haroon Shoukat; Islam Elgammal; Mukaram Ali Khan; Kareem M. Selem Purpose Underpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA). Furthermore, this paper investigates...