... and empowerment, influence Generation Z users’ engagement with branded content on TikTok. Using the theoretical framework of consumer online brand-related activities (COBRAs) and uses and gratifications (U&G) theory, this study analyzes the impact of interactive features of social networks on purchase intent...

...Cristina Calvo-Porral; Rogelio Pesqueira-Sanchez Purpose Some aspects of technology behaviour remain unclear, such as the generation of technology use and engagement. So, this study aims to address the following question: does engagement with technology drive the use of technology?or does the use...

...Arash Ahmadi; Siriwan Ieamsom Purpose The purpose of this paper is to compare the effects of the fit between two types of opinion leaders (influencer vs celebrity) and the products promoted in a fashion marketing campaign on user engagement (willingness to like and share the fit posts). Instagram...

...Devika Vashisht; HFO Surindar Mohan; Abhishek Chauhan Purpose This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach A 2 (newness...