We propose a model in which green self-identity (GSI) is an antecedent of both environmental concern (EC) and moral obligation (MO), which in turn affect the attitude towards eco-friendly electric
This paper investigates the impact of social network community commitment (SnCC) and brand community commitment (BCC) on usage of brand fan pages in social media, repurchase intention and
Brand crises endanger companies. Social media are a key platform where stakeholders elaborate and react to crises. This research explores whether social media audience and mass media audience react
The emergence of digital social networks as mass media has considerably increased the academic research interest in this area. The following is an exploratory ethnographic case study to trace the
Marketers are shifting advertising spend from offline to online. However, ignoring the offline advertising has its perils as creatives of offline advertisements are emotion laden. This research