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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From crave to fade: modelling perceived novelty, perceived saturation and engagement in viral street food trends among digital-native young consumers
Abstract
PurposeThe digital era contributes significantly to the rapid growth of the street food sector. However, it also brings about food poisoning risks as the street food vendors are busy inventing frivolous food trends. This...
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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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The Influence of Channel Integration Quality on Customer Engagement in Multi-channel Retail in Vietnam
Abstract
Along with the dramatic growth of the technology at stores, multi-channel services have turned to omni-channel ones. Integrating effectively sales channels assists retailers to not only increase sales and optimise costs...
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