Financial influencers (finfluencers) are prevalent across various social media platforms, addressing a wide range of financial topics tailored to audience needs. In response to this phenomenon, this study examines the characteristics and content strategies of the top nine finfluencers on TikTok,...

Purpose The purposes of the present study were to analyse: (1) if there is a hierarchical relationship between cognitive dimension (attention) and emotional dimension (enthusiasm); (2) to what extent the cognitive and emotional dimensions of the customer engagement (CE) affect loyalty to...

Purpose Few studies have explained how and when consumers are willing to engage in online brand-related activities (COBRAs). This study examines the role of brand love in a consumer's decision to engage in online brand-related activities, considering the mediating effect of attitudinal brand...

Purpose This study examines the role of logotypes in advertising effectiveness on s-commerce platforms by analyzing the visual attention paid by the consumer to fashion branding - wordmarks or combination marks - and their subsequent recall. Design/methodology/approach The study examines the...