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INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

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Role of network externalities and trust facilitators in shaping mobile payment application continuance intentions: variations across stages of adoption
—Arunava Ghosh; Rajhans Mishra; Abhishek Mishra [] []

Are sport team brands unique? The effect of product category and marketing orientation on engagement intentions among cultural brands
—Lane Wakefield; Gregg Bennett; Steven McClung [] []

Impact of coupon policy and sales efforts on two-phase supply chain
—Brojeswar Pal; Shib Sankar Sana [] []

Decoding product design: the multifaceted influence of product design on consumer brand engagement and brand loyalty
—Nasser Alqahtani [] []

Fleeting goodness: how ephemeral CSR content shapes message engagement and avoidance
—Ahmad Aljarah ; Manuela López; Blend Ibrahim; Eva Lahuerta-Otero [] []

Does greenwashing hinder employees’ brand citizenship behavior?
—Zengrui Xiao [] []

Swipe right for baby care: longitudinal insights of prenatal care app adoption
—G. Sowmya ; Aruna Polisetty; Debarun Chakraborty; Eugene Cheng-Xi Aw [] []

Exploring consumer engagement with smart voice assistants in the era of emerging conversational technologies
—Kumar Rohit; Amit Shankar; Ankit Mehrotra; Muhammad Zafar Yaqub ; Pragya Gupta [] []

Micro-celebrities’ interactive impact on brand attitude and purchase intentions
—Ruchi Gupta ; Kiran Nair; Seema Bhardwaj; Justin Paul [] []

Insights from customers’ chats with bots and human agents
—Vivek Astvansh [] []

Product scarcity effect and marketing strategy: evidence from wine ranking data (1988–2022)
—Jiyoon An [] []

Enhancing effectiveness of public service advertisements: the role of mortality salience and negative message framing
—Preetha Menon; Rajat Roy ; Giridhar Ramachandran; Rhea Roy [] []

Mobile app engagement: scale development, validation and empirical test
—Sneha Rose George; Manoj Edward; Joshy Joseph [] []