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Particularly in the rapidly expanding beauty and personal care sector, affiliate electronic word of mouth (eWOM) from affiliates has grown to be a dependable and trustworthy source of information. Guided by Signaling Theory, this paper aims to conduct a comprehensive analysis to understand the intricate dynamics of affiliate eWOM within the context of Iranian beauty and personal care products.

The study polled 330 consumers who have purchased beauty and personal care products in Iran. Data were gathered using a convenience sample, and the partial least square structural equation modeling model was used to examine and assess the hypotheses.

The results demonstrated a significant impact of information quality, rating, helpfulness and number of reviews, along with user-generated videos and photos, on the customer’s actual purchase and intention to purchase the beauty and personal care products. However, the ranking and recency of reviews do not significantly contribute to the stated relationship.

This research is first of its kind to analyze affiliate eWOM cues in the case of cosmetics e-commerce.

Researchers have widely explored and associated corporate social responsibility with firm success. Measuring the relationship between corporate social responsibility (CSR), service quality, corporate reputation, and brand preference by drawing on the stakeholder theory in healthcare industry and developing countries remains a substantial research gap.

Based on quantitative research and convenience sampling, data for the study were collected from 320 patients who have undergone treatments in 5 different private hospitals in Tehran, Iran. We analyzed the data using the Smart PLS 3.0 structural equation modeling technique.

The survey revealed that service quality and CSR are positively linked with corporate reputation, leading to brand preference in the healthcare sector. In addition, the mediating role of brand reputation in the relationship between corporate social responsibility, service quality and brand preference were confirmed.

The survey was performed in the context of the healthcare industry; however, additional studies are necessary to extrapolate the results to other fields, such as education and food. This research helps guide policymakers, administrators, healthcare managers, and researchers by highlighting the contribution and role of service quality, corporate social responsibility, and corporate reputation in achieving a hospital’s performance.

To the best of the authors’ knowledge, this study also extends research in the diverse literature by examining the relationship between CSR, service quality, corporate reputation, and brand preference by illustrating the stakeholder theory in the context of the healthcare sector.

This study investigated the impact of octomodal mental imagery (OMI) on brand experience and authenticity in advocating sustainable development and responding to the lack of brand experience and customers’ growing demand for authentic brands.

Based on quantitative research and convenience sampling, data for the study were collected from 480 marketing students in Tehran, Iran. The research model is tested using partial least squares structural equation modeling (PLS-SEM).

The results showed that all the sensory attributes of OMI positively influenced consumers’ brand experience. Among the structural attributes of OMI, only spatial mental imagery positively influenced consumers’ brand experience, while autonomy and kinesthetic mental imagery did not have a significant effect. This study also found that consumers’ brand experience positively influenced brand authenticity, while social presence positively moderated the relationship.

This study provides branding managers and scholars with a new reference point and scientific data support for companies to implement brand strategies and marketing models, which helps brands maintain sustainable development in a competitive business environment.