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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Understanding the power of social media influencers in promoting organic food consumption
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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
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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
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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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