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INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs

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Consumer Generated Ads versus Celebrity Generated Ads: Which Is the Best Method to Promote a Brand on Social Media?
—Elisabeth Robinot, Harold Boeck & Léo Trespeuch [] []

Purchase Intention in Mobile Commerce in Croatia: The Attribution Theory Perspective and the Role of Consumer Innovativeness
—Ivan-Damir Anić, Ivana Kursan Milaković, Mirela Mihić & Nicoletta Corrocher [] []

A Study on the Influence of Eco-Labels and Green Advertising on Green Brand Equity in Emerging Market
—Bang Nguyen-Viet [] []

Marketing of Happiness: The Role of Customer Loyalty on Happiness
—Gina Pipoli de Azambuja, Gustavo Rodríguez Peña & Enver Tarazona Vargas [] []

“Authentic Warmth in These Uncertain Times”: The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses
—Jing Yang, Mengtian (Montina) Jiang & Taeyoung Kim [] []

A Netnography Study on Memorable Cultural Tourism Experiences: Insights from Asian Cultural Heritage Site Tourists
—Salman Saleem & Rana Muhammad Umar [] []