Promoting university brand through student co-creation behaviors: the role of online brand posts
Abstract
PurposeThis study investigates the role of social media brand posts on customer response and whether said impacts foster engagement in brand co-creation behaviors, especially in the higher education sector. The study fur...
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Phenomenological insights into socio-psychological and network dynamics of women entrepreneurs
Abstract
PurposeThis study investigates the socio-psychological and network dynamics influencing women’s entrepreneurial journeys in Bangladesh. It focuses on understanding how societal expectations, financial barriers and emotio...
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Food vloggers and their content: understanding pathways to consumer impact and purchase intentions
Abstract
PurposeThis study aims to understand pathways to success for food video bloggers (food vloggers) by identifying the drivers of positive reception among audiences. It examines how entertainment, information and interactio...
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