J Promo Man
Introduction
Journal of Promotion Management, 30(5)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
The Effects of Relational Bonds on Purchasing Intention in the Live Streaming Context: The Moderating Role of Platform Type
—Shengliang Zhang, Yuqi Song, Dinghao Guo & Ai Ren [] []
Livestream Shopping Breakthrough: Fast Fashion’s New Frontier Explored through Attitude, Influencer’s Advice, and Portal Quality
—Ruchika Sharma, Kritika Nagdev & Pratibha Singh [] []
The Social Influences in Consumer-Brand Relationships: The Moderating Roles of Gender and Consumer Age
—Vivek Pani Gumparthi & Mala Srivastava [] []
Anti-Brand Activism in the Collectivist Orientation: The Case of Online-Consumers-Run Communities
—Hai-Ninh Do, Ngoc Bich Do, Tra My Nguyen & Hue Minh Nguyen [] []
From Trait to Choice: How Regulatory Focus Shapes Store Promotion Usage
—Ram Mohan Dhara, Jagrook Dawra & Bikramjit Rishi [] []
Social Media Advertising Features that Enhance Consumers’ Positive Responses to Ads
—Heba E. Hassan [] []