Context of the studies
| Contexts | Corresponding studies |
|---|---|
| CSR | Aljarah et al. (2022), Cant et al. (2014), Cordero-Gutiérrez et al. (2024), Du et al. (2007), Huang (2012), Kim et al. (2023), Limbu et al. (2020), Pai et al. (2015), Teah et al. (2022) and Xie et al. (2019) |
| Destination branding | Atsız et al. (2024), Ghosh (2018), Kemp et al. (2012), Kumar and Kaushik (2020), Kumar and Kaushik (2017), Liu et al. (2021), Malik (2021), Rather et al. (2020), Wang et al. (2021) and Wilk et al. (2024) |
| Education marketing | Bakirtas and Gulpinar Demirci (2022), Balaji et al. (2016), Dass et al. (2021), De Cicco et al. (2025), Jillapalli and Wilcox (2010) and Poole (2017) |
| Event marketing | Mandl and Hogreve (2020) and Rai and Nayak (2018) |
| Fashion and lifestyle | Becerra and Badrinarayanan (2013), Pourazad et al. (2020), Samala and Singh (2019), Shimul and Phau (2022), Thomas and Jain (2022) and Trudeau and Shobeiri (2016) |
| Hospitality | Ahmad et al. (2023), Alnawas et al. (2024), Ballester et al. (2023), Bilro et al. (2018), Rai and Nayak (2018), Stein et al. (2025) and Sung et al. (2025) |
| Internal marketing | Aksoy et al. (2023), Badrinarayanan and Laverie (2011), Badrinarayanan and Laverie (2013), Badrinarayanan and Sierra (2018), Gammoh et al. (2021), Merrilees et al. (2021) and Schepers and Nijssen (2018) |
| Luxury branding | Baghi et al. (2016), Burnasheva et al. (2019), Kang (2018), Parrott et al. (2015), Purohit et al. (2024), Sharma et al. (2022), Shimul and Phau (2018), Shimul and Phau (2022), Shimul and Phau (2023), Shukla et al. (2016), Swimberghe et al. (2018), Teah et al. (2022) and Wong (2023) |
| Online brand advocacy | Ahmad et al. (2023), Aksoy and Yazici (2025), Aksoy et al. (2023), Bubphapant and Brandão (2024), Hao et al. (2024), Rambocas and Metivier (2024), Shoukat et al. (2025), Wilk et al. (2018), Wilk et al. (2021) and Wong and Hung (2023) |
| Social media marketing | Choi et al. (2021), Confetto et al. (2023), Kumar et al. (2025), Mathur (2019), Mathur et al. (2023), Potdar et al. (2018), Suprawan et al. (2025), Turri et al. (2013), VanMeter et al. (2015), VanMeter et al. (2018), Wallace et al. (2012) and Wallace et al. (2014) |
| Tourism | Bilro et al. (2018), Dutta et al. (2021), Harrigan et al. (2021) and Rather et al. (2022) |
| Contexts | Corresponding studies |
|---|---|
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