Promoting university brand through student co-creation behaviors: the role of online brand posts
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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
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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
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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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