Objective: The objective of the article is to examine the role which environmental concern plays in explaining the attitude towards second-hand shopping and the intention to visit a second-hand shop. Research Design & Methods: Norm Activation Model including an additional variable –...

Social media is an important source of product information for many users. Marketing in social media is based not only on building a community around the brand, but social media is used as a way to reach a defined group of users with a marketing message. These users are shown content, including...

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,...