Purpose: Social media platforms are important channels to create a favourable customer experience. The purpose of this paper is to investigate the types of experiences customers can have with the branded content on social media. Design/methodology/approach: Data were collected from 20...

Purpose: Given the increased interest in the practical significance of the general attitude towards religious advertising, the purpose of this paper is to examine what influences consumers’ general attitude towards religious advertising in Malaysia. Design/methodology/approach: An analytical...

Purpose: The purpose of this study is to identify the customer perceptions of social media brand post characteristics that drive consumer engagement with the brand post. Furthermore, this study identifies the customer-brand relationship outcomes resulting from the behavioural engagement on...

Purpose: By integrating affective events theory and insights from the displaced aggression literature, the purpose of this paper is to highlight that state hostility can serve as an explanation for how perceived undermining by co-workers leads to antagonistic consequences. Distress tolerance...