Marketing Intelligence & Planning: Volume 39 Issue 7

Towards a general model explaining physical and digital counterfeits

Francisco-Jose Molina-Castillo, Elfriede Penz, Barbara Stöttinger

Demand for fake physical and digital products is a global phenomenon with substantive detrimental effects on companies and consumers. This raises various questions and issues…

Awe, consumer conformity and social connectedness

Yan Yang, Jing Hu, Bang Nguyen

The purpose of this paper is to explore the effect of the feeling awe on individuals' endorsement of conformist attitudes in consumption choices and the mediating role of social…

Effects of humor climate within online brand community

Shuang Yang, Jian Cai, Hongwei Tu

This study examines the effects of the online brand community's (OBC) humor climate on the value cocreation (VCC) behavior of consumers using the affective events theory. It also…

Formal salesforce control mechanisms and behavioral outcomes

Kwan Soo Shin, Fortune Edem Amenuvor, Henry Boateng, Richard Basilisco

The current study aims to empirically examine the impact of formal salesforce control systems on salespeople and customer behavior.

Strategic marketing approaches impact on social enterprises

Leandro da Silva Nascimento, Fernanda Kalil Steinbruch, Daniel Max de Sousa Oliveira, Júlio César da Costa Júnior, Fernando Bins Luce

Due to social enterprises' (SEs) relevance to social value creation, marketing increases its attention to these hybrid organizations. However, there is no consensus on how…

Influencer marketing: purchase intention and its antecedents

Yi Li, Yangying Peng

This research explores the path that social media influencers affect target consumers to purchase a certain brand posted in their contents.

Mapping the influence of influencer marketing: a bibliometric analysis

Abhishek, Mukta Srivastava

The advent of social media has led to the emergence of influencers and the domain of influencer marketing (IM). Despite being a popular and evolving research domain, it still…