Purpose: Organizations can benefit significantly from the growing capabilities of the internet. As the Web facilitates purchasing and reduces the costs of marketing, companies can connect with customers through the use of storytelling. This study aims to examine how small businesses leverage...

Purpose: Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions daily applying a confluence of rationalizations and emotions. This study aims to address the roles of personal...

Purpose Frontline employees face constant emotional demands in the course of providing services to their customers, which can impact job engagement. This study aims to investigate the influence of emotional labor (surface and deep acting) and job resources (having a mentor and availability of...

Purpose: To provide a keener understanding of consumers’ decision-making processes and motivations regarding deliberate counterfeit consumption, this paper aims to integrate insights from several theoretical perspectives and the relevant literature. It proposes an overlooked yet important...

Purpose: Marketing researchers currently lack a systematic and empirical understanding of digital social viewing strategies. Drawing on social impact theory, this study aims to investigate if and how firm-initiated digital social viewing strategies (livestreaming vs pre-recorded) influence...

Purpose: Drawing on the fairness theory, this paper aims to propose a conceptual framework that investigates how co-creation in the failed service delivery (coproduction intensity) and co-creation in the service recovery affect customers’ evaluation of the firm’s competence, justice and...

Purpose: This study aims to advance the organizational buying literature, by examining buyer burnout and its consequences. Specifically, the sequencing of multi-faceted organizational buyer burnout is established and the impact of each dimension on job satisfaction, job performance, affective...