J Promo Man
Introduction
Journal of Promotion Management, 31(6)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
The Role of Streamer Characteristics and Social Presence in Driving Impulsive Buying Behavior: A Study in Live Commerce with Self-Efficacy as a Moderator
—Huu Phuc Dang & Van Tinh Hoang [] []
The Impact of Online Reviews on Sustainable Product Adoption in the Food Industry: A Serial Mediation Effect of Consumer Trust and Perceived Value
—Zahid Hussain, Arman Khan, Muhammad Asif Qureshi, Rohit Bansal & Nishita Pruthi [] []
Exploring Diversity, Equity and Inclusion Based Cause Related Advertising as Brand Signals and Examining Its Influence on Consumer Purchase Intention
—Monica Khanna & Rinku Jain [] []
Building Social Media Brand Engagement: The Role of Content Quality, Source Credibility, and Customer-Based Brand Equity
—Teja Khandolkar, Purva Hegde Desai, Saswat Barpanda & Nandakumar Mekoth [] []
Why Do Customers Keep Coming Back? The Moderating Role of Customer Perception of Influencer Marketing in Brand Attachment and Repurchase Behavior
—Wan Li, Chuan Huat Ong, Chih-Seong Su & Yue Zhou [] []
How Gen Z Customers Develop Purchase Intention for Eco-Friendly Food and Beverage Products: A Case Study in HO Chi Minh City, Vietnam
—Nguyen Phuc Hung, Huan Minh Nguyen & Dao Thi Tuyet Linh [] []