... ephemeral content marketing through six dimensions: entertainment, trendiness, informativeness, interactivity, aesthetic quality and perceived relevance. The findings indicate positive mediating roles of advertising value, self-brand connection and brand authenticity on the impact of ephemeral content...

... marketing activities, self-brand connections, brand equity, trust and loyalty. Design/methodology/approach A total of 402 valid responses were collected from Amazon MTurk, and the data were subjected to partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis...