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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Understanding the power of social media influencers in promoting organic food consumption
Abstract
PurposeIn response to growing health and environmental concerns, consumer demand for organic foods has grown steadily. At the same time, social media influencers have a significant influence on consumer choices, especial...
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How eco-badges shape online purchase decisions: the roles of perceived diagnosticity and label credibility
Abstract
PurposeThis study aims to investigate the influence of eco-badges on consumers' purchase decisions within information-dense e-commerce environments in Indonesia. It focuses on perceived diagnosticity as a central cogniti...
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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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