The study builds and tests a framework investigating the determinants of customer engagement with luxury brands on social media platforms.

This study investigates the contexts in which emojis occur through co-occurrence, cluster, and association analysis of Airbnb tweets. Findings reveal these positive emojis tend to co-exist with several types of words representing conversation, emotion, activity, and marketing. This study contributes to the textual paralanguage literature in marketing.

This research seeks to unveil how YouTube influencers and digital interaction can contribute to the process of customer-brand relationship and engagement. Based on in-depth interviews of female Youtubers devoted to the lifestyle categories, we aim to comprehend the engagement factors that influencers should rely on to promote engagement between their followers and the brands they advocate.

Drawing on the Stereotype Content Model, we examine how CSR impacts brand stereotypes and, in turn, drives consumers’ behavioral intentions towards the stereotyped brand. We do so in the context of (a) varying combinations of brands’ warmth and competence and (b) varying types of CSR activities (i.e. environmental and social).

Virtual Reality is based on three key characteristics: immersion, interactivity (Boyd & Koles, 2018). Firstly, when exposed to a virtual environment, the individual experiences the sense of immersion or presence within that environment. The user feels like being there and escaping or becoming isolated from the real world. Beside immersion, VR provides a very dynamic environment (Loureiro et al., 2019), which is important to create consumer involvement. Hence, the current study explores antecedents of emotions and purchase intention in virtual supermarket setting

In three studies, we show that semployee accent directly, indirectly (through intelligibility and trust), and/or conditionally affects customer participation (CP) in services positively or negatively, depending on the type of accent and its valence, the customer’s need for interaction, and the type of CP, i.e. voluntary, mandatory, or replaceable CP.

Recently there has been debate in popular media on brands that used other cultures’ elements in their advertising (Green & Kaiser, 2017). For example, the Dutch brand “Rituals Cosmetics” attempted to promote their Asian-inspired product lines called “Samurai” and “Namasté” by hiring a Caucasian model dressed in a supposedly traditional Asian costume, while posing in a Chinese temple-like setting (Peters, 2018). Because the company’s European origin and the ethnicity of the model did not align with the Asian setting, props and apparel, this marketing activity can be considered an act of cultural appropriation. The advert has since sparked controversy on social media as cultural exploitation or unethical cultural appropriation (Bryanboy, 2018). To avoid such controversy, marketers need to achieve cultural sensitivity while effectively managing culturally overlapping situations (Usunier & Lee, 2005; De Mooij, 1998). A mismanagement of cultural appropriation is potentially eliciting a negative customer response. Hence, it is integral to understand how do customers respond to culturally appropriated elements in advertisement?