The increased popularity of social media has greatly affected the marketing-communications activities of companies. This study seeks to understand how influencers promoting products affect their followers’ purchasing intentions and attitudes towards endorsed products. Our main interest is to...

Gamification involves integrating game mechanics into non-game environments such as business intranets, online communities, websites, and learning management systems to boost participation. Its aim is to actively engage employees, customers, and other stakeholders, fostering collaboration,...

With the projected growth in the global wine market, the ongoing impact of the COVID-19 pandemic, and the increasing prevalence of e-commerce, a pressing need arises to devise unique and engaging ways to present product offerings. While prior research has shed light on the potential of online...