Search results

Prior research has advanced several explanations for social media influencers' (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic unexplored: the moderating role of SMIs in service failure and recovery strategies.

Drawing on a social constructivist perspective and an inductive approach, 59 in-depth interviews were conducted with millennials from three European countries (Italy, France and the United Kingdom). Building on social influence theory and commitment-trust theory, this study conceptualises four distinct pathways unifying SMIs' efforts in the service failure recovery process.

The emergent model illustrates how source credibility and message content moderate service failure severity and speed of recovery. The insights gained from this study model contribute to research on the pivotal uniqueness of SMIs in service failure recovery processes and offer practical explanations of variations in the implementation of influencer marketing. This study examines a perspective of SMIs that considers the cycle of their influence on customers through service failure and recovery.

The study suggests that negative reactions towards service failure and recovery are reduced if customers have a relationship with influencers prior to the service failure and recovery compared with the reactions of customers who do not have a relationship with the influencer.

Through the lens of the Social Exchange Theory, this study investigates the role of emotional and psychological well-being in explaining the relationship between academic stress and friendship quality.

Using a cross-sectional quantitative research design, the study gathered data from 298 tertiary students. Statistical analysis was conducted using Hayes Process Macro in SPSS.

Results from the study challenge conventional assumptions, indicating a positive and significant relationship between academic stress and friendship quality. In addition, the study revealed that psychological well-being partially mediates the relationship between academic stress and friendship quality, while emotional well-being fully mediates the relationship between academic stress and friendship quality.

This study is limited to the tertiary institutions in Ghana. Future studies may consider expanding the scope to other levels of education to gain a more comprehensive perspective of the variables of the study.

This study presents a novel approach by examining the proposed model within the Ghanaian setting. It offers valuable perspectives on the interplay between academic stress, well-being, and friendship quality.

Influencers in physical activity and sports have gained significant prominence in promoting health and well-being via digital social networks. This research investigates the impact of athlete influencers on sports perceptions, with a focus on korfball. Using korfball as a representative sport minimizes biases, allowing a nuanced exploration of athlete-generated content’s direct influence on viewer attitudes.

A questionnaire survey with 319 respondents explores variables like athlete attitude, attractive appearance, social media profile attitude, emotional engagement toward korfball, korfball perception, korfball interest and general sports attitude. Structural equation modeling analysis examines relationships among these variables.

The study delves into the complex interplay among athlete attitude, social media attitude and emotional engagement toward sports, emphasizing the pivotal role of authenticity in fostering deeper connections. Contrary to expectations, athlete attractiveness did not significantly influence viewer priorities, signaling a notable shift towards valuing authenticity and performance. Furthermore, the research explores how general sports attitudes moderate relationships between sports perceptions and interest, offering critical insights for sports sociology and marketing.

This study innovates by focusing on korfball, emphasizing authenticity over attractiveness and providing insights into the evolving dynamics of sports marketing and consumer behavior in the digital age. This research evidences the profound impact of the digital age on sports engagement, laying a foundation for future studies and practical applications in sports sociology, marketing and consumer behavior.