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This study analyzes the indirect (i.e. through brand content engagement-BCE) and direct effects of informative, credible, novel, and aesthetically pleasing attributes of influencer-generated branded content on endorsed brand-related attitude and a subsequent attitudinal spillover effect on the followers' firm-generated endorsed brand-related ad click behavior.

Data for this study were collected from 300 users who follow the top 40 Pakistani social media macro-influencers using an online survey. The conceptual model and hypotheses were tested through process macro and structural equation modeling.

This study finds informative, credible, novel, and aesthetically pleasing factors vital attributes of influencer-generated branded content, which indirectly (i.e. via BCE) and directly affects followers’ endorsed brand-related attitude. This study also finds that these factors have a positive attitudinal spillover effect on followers’ firm-generated endorsed brand-related ad-click behavior on social media.

This study presents guidelines to firms and their partner influencers about designing and implementing follower-valued content-driven influencer marketing campaigns.

This study contributes to extant influencer marketing literature by integrating multiple attributes of influencer-generated branded content, which carry different values for followers, and using the Self-perception theory, the Multi-attribute attitude model, and the Spillover theory to explain their indirect and direct effects on endorsed brand-related attitude and a subsequent attitudinal spillover effect on firm-generated endorsed brand-related ads.

Conceptual and empirical research over the past 20 years has moved the social media (SM) literature beyond the embryotic stage to a well-developed academic discipline. As the lead article in the special issue in the Journal of Research in Interactive Marketing on Cutting-Edge Research in Social Media and Interactive Marketing, this review and agenda article has two key goals: (1) to review key SM and interactive marketing research over the past three years and (2) to identify the next wave of high priority challenges and research opportunities.

Given the “cutting-edge” research focus of the special issue, this review and research agenda paper focused on articles published in 25 key marketing journals between January 2021 and March 2024. Initially, the search request was for articles with “social media, social selling, social commerce” located in the article title, author-selected key words and journal-selected keywords. Later, we conducted searches based on terminology from articles presented in the final review. In total, over 1,000 articles were reviewed across the 25 journals, plus additional ones that were cited in those journals that were not on the initial list.

Our review uncovered eight key content areas: (1) data sources, methodology and scale development; (2) emergent SM technologies; (3) artificial intelligence; (4) virtual reality; (5) sales and sales management; (6) consumer welfare; (7) influencer marketing; and (8) social commerce. Table I provides a summer of key articles and research findings for each of the content areas.

As a literature review and research agenda article, this paper is one of the most extensive to date on SM marketing, and particularly with regard to emergent research over the past three years. Recommendations for future research are integrated through the paper and summarized in Figure 2.

Consumer welfare is one of the eight emergent content areas uncovered in the literature review. Specific focus is on SM privacy, misinformation, mental health and misbehavior.

The purpose of the study was to explore the purchase intention of online consumers by proposing and validating a model supported by exhaustive reviews from top-rated journals, where digital technology, consumer privacy, consumer engagement and online advertising were the extracted constructs influencing consumer learning on digital platforms and finally evaluating the purchase intention of online consumers.

A questionnaire representing these constructs was then sent to the 470 respondents on LinkedIn, and then designations like business heads, managers and faculty from educational institutions were selected using a stratified sampling technique and, finally, PLS-SEM robust computation standards aided in research model assessment and validation.

Results predicted that the variance explained by individual independent constructs defines consumer privacy as a priority for companies, followed by online advertising, consumer engagement and digital technology while measuring the final purchase intent for online consumption. Also, with dynamism in consumer sentiments and a rapidly changing technological environment, the consumer’s digital behaviour may differ in the coming future in relation to their online purchase intent.

Current research anticipates that the final online purchase intent of consumers has been vividly covered by our independent constructs, but an unexplained R² of 31% still promotes prospects related to the existing research. Furthermore, India has a huge rural population that, with a lack of money, has a complex behavioural mindset due to religious issues.

It is important to note that in a real-time market, a better understanding of the duality of persuasive and smart technology and the evaluation of the performance of social media helps in deciding the final online consumer intent.

The need for digital transformation has become an essential necessity for companies while managing the expectations and needs of the fastest-growing online consumers.

This study aims to identify seasonal drought using standardized precipitation index (SPI). The following specific objectives are to generate result and identify seasonal drought and determine different scale of seasonal drought and its impacts on cropping season.

Seasonal SPI was calculated using long-term rainfall data for three seasons. The SPI was calculated using the formula and it is effective for the determinants. This study showed the functional relationship between drought duration, frequency and drought time scale using the SPI. SPI=X−X¯σ.

Seasonal drought occurs more frequently in Bangladesh that affects crops and the agricultural economy every year. More severe drought was recorded during the Kharif-1 and Kharif-2 seasons and most crops were affected in these two seasons. No severe or moderate drought was recorded during the Rabi season. The results showed that monsoon crops were severely affected severely by extreme and severe droughts during the Kharif-2 season. Eventually, the people remain jobless during the monsoon, and they experience food shortages like monga. Several obstacles were recorded during the season, including delayed preparation of land, sowing, transplanting and other farming activities because of monsoon droughts. This study revealed that very frequently, mild dryness occurs in winter, but crop loss is minimal. The scale and occurrence of extreme droughts are more frequent during monsoons and reduce crop yields, affecting livelihoods in the study area. Seasonal drought affects cropping patterns as well as reduce crop yields.

The outcome of this study derived from the secondary data and field data.

This meta-analytic study aims to generalize the impacts of three customer equity drivers (CEDs), including value equity (VE), brand equity (BE) and relationship equity (RE), on different customer metrics (e.g. loyalty, word of mouth [WoM] and satisfaction); examine the relative importance of CEDs on customer metrics; and explore boundary conditions, considering geographic and methodological characteristics.

This study used a meta-analytic approach, collected and coded 85 articles published between 2001 and 2022. After some exclusions, the authors used 272 observations (average of individuals’ sample M = 1,015, min = 10, max = 8,924).

The generalized effects of VE, BE, and RE on the selected customer metrics are positive. However, the importance of each CED differs for WoM and social equity. Between VE and BE, BE correlates more with WoM. RE correlates more with social equity than VE and BE That is, RE is effective in both WoM and social equity. In addition, the impacts of the CEDs on customer loyalty vary across multiple geographic and methodological characteristics. For example, the impacts of VE and RE on loyalty are stronger in more individualistic, more masculine, long-term orientation or more restraint cultures.

While the authors examined VE, BE and RE as the most important marketing strategies, there might be other types of CEDs, such as interactions with others (e.g. employees and customers). Interactions with others at any touchpoints along the customer journey are important experiences (Lemon and Verhoef, 2016). Second, the authors limited the customer metrics to customer loyalty, WoM, customer satisfaction, customer trust and social equity.

The magnitudes of VE, BE and RE differ across the three customer metrics. Compared with VE, BE symbolizes customers’ identity, status and extended self, which motivates WoM. Compared with VE and BE, RE convinces customers of companies’ actions in social equity such as corporate social responsibilities.

The meta-analysis resolves the issue of inconsistent impacts of CEDs across studies. Moreover, including CEDs in a model provides insight into these strategies’ relative importance when considering different marketing objectives. Finally, this study enriches understanding of the boundary conditions on the CEDs–loyalty link.

The purpose of this study is to address the surging reliance on influencer marketing in evolving business models, focusing on a novel approach – the influencer e-commerce storefront. This study investigates various influencer advertising disclosures, social media activities and their impact on consumer engagement and sales within the influencer e-commerce storefront.

Secondary data was collected on 734 influencers from an e-commerce website based on “influencer” storefronts, and the influencer’s social media activity and content were collected from Instagram. Two-stage seemingly unrelated regression model was used to examine the research model.

Influencer social media use, encompassing daily posts, story posts and average comments, positively influences consumer engagement and sales on influencer e-commerce storefronts. Notably, the study reveals that different advertising disclosure languages yield varying effects. Unclear disclosures (e.g. branded Highlights) positively impact engagement and sales, while obvious disclosures (e.g. “Sponsored Ad”) negatively affect both.

The study contributes to Persuasion Knowledge Theory, examining influencer e-commerce storefronts and revealing the persuasive impact of undisclosed language in advertising. This study innovatively explores the effects of obvious and undisclosed sponsorship on coping mechanisms, offering insights into consumer reactions. The recommended use of undisclosed language suggests that ambiguity can enhance ad persuasion, guiding practitioners in crafting more effective messages. Moreover, the study extends co-creation theory and service-dominant logic by underscoring the significance of influencers’ social media engagement in co-creating value for consumers. Influencers’ active engagement on social media fosters co-creation, strengthening connections and boosting consumer loyalty.

A structured questionnaire was used in this study, which clarifies demographic, attitudinal and driver factors that influence their interest in environmental sustainability. The target population sampled in the study is predominantly teachers. They are aware of their influence in society but accept the necessity of expanding it beyond this professional group.

This research analyses the attitudes, barriers and prospects of 154 Saudi women in Riyadh, who are mostly educators, aged between 18 and 58, in Saudi Arabia towards implementing environmental sustainability.

The analysis delves into the role that higher education (76.0% with a bachelor’s, 22.0% with a master’s or doctoral degree) plays in environmental consciousness. Correlation results suggest that there is a significant connection between active engagement and personal barriers, benefits for future generations and perceived demand for improved environmental education. The study indicates diverging opinions on different aspects and a lack of interest in collaboration. The results of the correlation analysis support relationships between women’s contributions to environmental sustainability and policy changes, which also suggest the need for subtle interpretations. There are also priorities like increasing the scope of involvement, improving policymakers' understanding of factors affecting women’s participation and developing holistic initiatives that address roles in greater detail.

This study’s distinctive contribution resides in its correlation analysis, which uncovers associations between women’s contributions, policy changes and the requirement for subtle interpretations. This underscores the importance of comprehensive initiatives and increased participation.

This paper investigates how two characteristics of language, abstractness vs concreteness and narrativity, influence user engagement in communication exercises on innovation targeted to the general audience. The proposed conceptual model suggests that innovation fits well with more abstract language because of the association of innovation with imagination and distal construal. Moreover, communication of innovation may benefit from greater adherence to the narrativity arc, that is, early staging, increasing plot progression and climax optimal point. These effects are moderated by content variety and emotional tone, respectively.

Based on a Latent Dirichlet allocation (LDA) application on a sample of 3225 TED Talks transcripts, the authors identify 287 TED Talks on innovation, and then applied econometric analyses to test the hypotheses on the effects of abstractness vs concreteness and narrativity on engagement, and on the moderation effects of content variety and emotional tone.

The authors found that abstractness (vs concreteness) and narrativity have positive effects on engagement. These two effects are stronger with higher content variety and more positive emotional tone, respectively.

This paper extends the literature on communication of innovation, linguistics and text analysis by evaluating the roles of abstractness vs concreteness and narrativity in shaping appreciation of innovation.

This paper reports conceptual and empirical analyses on innovation dissemination through a popular medium – TED Talks – and applies modern text analysis algorithms to test hypotheses on the effects of two pivotal dimensions of language on user engagement.

The basic purpose of this study is to increase the installation rate of mobile games and their life cycle. Little research has been conducted into the competitive market of mobile games and word-of-mouth (WOM), advertisement and quality simultaneously. In this paper, the authors aim to assist developers with a better understanding of how to invest in the game industry.

The primitive modeling has been made based on the Bass diffusion model and its extensions using features related to the game industry. Modeling and simulation have been performed using the system dynamics method.

The results show that if game developers only focus on advertising at the introduction of the game to the market, and neglect quality features, uninstall rate of adopters increases and the game life cycle decreases. And if developers only focus on the quality improvement of the game, and ignore advertisement, they couldn't create enough WOM and thus game installation wouldn't grow enough to create revenue. Furthermore, as long as the pleasure of the game is high for its adopters, developers shouldn't give up on investing in advertising to create even higher WOM. And also in communities with higher levels of variety-seeking among game players, quality is important at the start and advertisement is vital in the following steps of the game life cycle. And if the contact rate among people is high, developers could focus on quality more than the advertisement.

Even though WOM in mobile game installation is crucial, fewer studies have been done in this area and they only address the problem using qualitative or statistical methods. The quantitative system dynamics approach based on the Bass diffusion model, used in this research, fixes the shortcomings of the previous studies. Moreover, due to serious competition in the mobile game industry, only those developers can remain in the market who can predict the future trend of the game market. Furthermore, game development is a creative process and its key factors include engaging the gamers and monetizing.

Agile new product development (ANPD) attracts researchers and practitioners by its ability to rapidly reconfigure products and related processes to meet the needs of emerging markets. To increase ANPD adoption, this study aims to identify ANPD enablers (ANPDEs) and create a structural framework that practitioners can use as a quick reference.

Initially, a comprehensive literature review is conducted to identify ANPDEs, and a structural framework is developed in consultation with an expert panel using a hybrid robust best–worst method interpretive structural modeling (ISM). During the ISM process, the interactions between the ANPDEs are investigated. The ISM result is used as input for fuzzy Matrice d’Impacts croises-multiplication appliqúean classment means cross-impact matrix multiplication applied to classification (MICMAC) analysis to investigate enablers that are both strong drivers and highly dependent.

The study’s findings show that four ANPDEs are in the low-intensity cluster and thus are excluded during the structural frame development. ISM output shows that “Strong commitment to NPD/top management support,” “Availability of resources,” “Supplier commitment/capability” and “Systematic project planning” are the important ANPDEs. Based on their driving and dependence power, the clusters formed during the fuzzy MICMAC approach show that 16 ANPDEs appear in the dependent zone, one ANPDE in the linkage zone and 14 ANPDEs in the driving zone.

This research has intense functional consequences for researchers and practitioners within the industry. Industry professionals require a conservative focus on the established ANPDEs during ANPD adoption. Management has to carefully prepare a course of action to avoid any flop during ANPD adoption.

The framework established is a one-of-a-kind study that provides an integrated impression of important ANPDEs. The authors hope that the suggested structural framework will serve as a blueprint for scholars working in the ANPD domain and will aid in its adoption.