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Instagram is a social media platform that has quickly evolved from a photo-sharing application to a successful marketing tool. It holds various business opportunities, and its rapid growth helps showcase the business offerings. Its innovative use of adverts entices clients, and its visual nature complements the social media marketing strategy. Thus, looking at the dynamic nature and growth of the platform, this chapter outlines the past research trends in the literature of Instagram marketing as the primary objective. This structured review undertakes the study of 76 articles based on defined inclusion and exclusion criteria and analyzes the literature in different contexts. This chapter includes the hybrid review (narrative and framework-based), and findings from the literature highlight a significant influence of Instagram marketing on users. During the brief description of the literature in a different context, the numerous research gaps are outlined with future research directions based on the ADO framework. Lastly, it also presents a broader overview of the managerial and theoretical implications based on the literature of Instagram marketing.

While much of the accounting literature that addresses gender issues has focused on womens' desires for more familial benefits such as flexible working hours and child care, this study documents results illustrating fundamental differences between women and men on issues of value. In it, female and male auditors were asked to respond to their perceptions of the practice of lowballing. Women felt that the practice was less acceptable than men did and also agreed significantly more often that lowballing is a violation of the independence in appearance clause of the Code of Professional Conduct.

Among the most consistent predictors of work‐family conflict for working parents are the number of hours worked, job role autonomy, and degree of support managers offer parents. Yet, little is known about the unique work experiences of lesbian women in terms of work‐family conflict. This paper seeks to identify correlates of work‐family conflict, specifically work interference with family (WIF), among lesbian mothers and identifies the role that being “out” at work plays in their experience of WIF.

A survey of 58 working lesbian mothers engaged in long‐term, same‐sex relationships that they categorized as a family was used to collect data on constructs related to work‐family conflict and related variables. The vast majority of the sample were managers or professionals.

Analyses indicate that increased job role autonomy, fewer hours worked, and increased managerial support are associated with less overall WIF. Additionally, the extent to which participants are “out” at work is associated with reduced WIF, and explains variance beyond the other constructs examined.

Managers can play an essential role in helping reduce WIF among lesbian women via formal steps including offering written support for non‐discrimination policies and benefits for domestic partners. Managers can also take more informal steps such as role modeling acceptance. Finally, managers can modify features of the work environment and jobs themselves.

Being “out” at work can be advantageous for lesbian workers as a strategy for ameliorating WIF. Managers are in a position to make this kind of disclosure possible.

Contributes to a growing body of service recovery knowledge by examining the impact of service recovery as a relationship tool, in addition to its well‐accepted role as a means to enhance customer satisfaction at the transaction‐specific level. Begins by providing an overview of the evolving concept of service recovery and continues by explaining the important and unique role that recovery plays in the service sector. A comparison of the concept of service consistency and reliability with the concept of service recovery leads to a statement of hypotheses tested in an experimental setting. Specifically, results indicate that while service recovery results in encounter satisfaction, service recovery does not significantly influence overall satisfaction, quality, image and future expectations. Rather, consistency of service influences these constructs.

The need for greater representation of women in the Korean workforce is a critical issue, as evidenced by the scarcity of women in managerial positions. Women make up only 7 per cent of the managerial and executive workforce. Using the notion of opportunity structures, suggests that the Korean Government has played a key role in limiting the progress of Korean women workers. Examines that role empirically via a sample of employed Korean women. The data indicate that some government acts, such as ratification of laws including a quota system and maternity leave, have expanded Korean women’s career opportunities. Yet the lack of numerous other laws including those promoting equal employment opportunities, equal pay, denouncing sexual harassment, and more, have limited women’s opportunities. Highlights the Korean Government’s role in women’s career growth and discuss actions the Government could take to increase women’s opportunities and enable them to reach managerial levels.

Online brand is becoming a popular and major gateway for consumers for booking various services specifically when they travel for several purposes. The present study aims to explore whether exposure to two separate yet similar modes of communication intervene consumer's brand trust and their subsequent loyalty intention toward the brand. The study further aims to investigate whether consumer's price consciousness has any influence on association between brand trust and brand loyalty in the process of decision -making.

The present study follows a different approach to data collection. The data have been retrieved from online brand (Oyo) page on Facebook through Google Form application. In all, 289 useable responses were retrieved from the travelers aged between 18 and 30. Structural equation modeling using SPSS 25.0 and Amos 26.0 has been applied to examine the effects of brand communication and online reviews on brand loyalty through brand trust.

Empirical evidence supports that even after having strong brand communication, online reviews play a crucial role in consumer's brand loyalty through brand trust. The study further reveals that price consciousness acts as a significant moderator in the relationship between consumer's brand trust and brand loyalty.

The current research contributes to the online brand and marketing knowledge by empirically showing the pertinence of consumer–brand relationship in an online brand context through a parsimonious model by examining how the two distinct mechanisms of communication influences consumer brand trust and loyalty intention.

The parsimonious framework of consumer–brand relationship adds to explicating the dual marketing challenges of communication and to draw a positive consumer response (i.e. consumer brand loyalty). The study attempts to examine the impact of two distinct yet identical modes of communication which facilitate shaping consumer brand trust that reinforce the strategic value of the circumstance and equips it with solid theoretical structure within an endeavor of the strategic significance of online brand managers.

The purpose of this study is to illustrate the influence of media coverage and sentiment about brands on user-generated content amplification and opinions expressed in social media.

This study used a mixed-method approach, using a brand situation as a case example, including sentiment analysis of social media conversations and sentiment analysis of media coverage. This study tracks the diffusion of a false claim about the brand via online media coverage, subsequent spreading of the false claim via social media and the resulting impact on sentiment toward the brand.

The findings illustrate the influence of digital mass communication sources on the subsequent spread of information about a brand via social media channels and the impact of the social spread of false claims on brand sentiment. This study illustrates the value of social media listening and sentiment analysis for brands as an ongoing business practice.

While it has long been known that media coverage is in part subsequently diffused through individual sharing, this study reveals the potential for media sentiment to influence sentiment toward a brand. It also illustrates the potential harm brands face when false information is spread via media coverage and subsequently through social media posts and conversations. How brands can most effectively correct false brand beliefs and recover from negative sentiment related to false claims is an area for future research.

This study suggests that brands are wise to use sentiment analysis as part of their evaluation of earned media coverage from news organizations and to use social listening as an alert system and sentiment analysis to assess impact on attitudes toward the brand. These steps should become part of a brand’s social media management process.

Media are presumed to be impartial reporters of news and information. However, this study illustrated that the sentiment expressed in media coverage about a brand can be measured and diffused beyond the publications’ initial reach via social media. Advertising positioned as news must be labeled as “advertorial” to ensure that those exposed to the message understand that the message is not impartial. News organizations may inadvertently publish false claims and relay information with sentiment that is then carried via social media along with the information itself. Negative information about a brand may be more sensational and, thus, prone to social sharing, no matter how well the findings are researched or sourced.

The value of the study is its illustration of how false information and media sentiment spread via social media can ultimately affect consumer sentiment and attitude toward the brand. This study also explains the research process for social scraping and sentiment analysis.

This study aims to analyze memes as valuable engagement and marketing communication tools in promoting over-the-top (OTT) platforms by monitoring users' sentiments and offering insightful information about their opinions by drawing themes from viral memes.

Content analysis of 1,230 user interactions was conducted using NVivo software on Instagram and Twitter pages from May 2022 to July 2023. Data were collected for sentiment analysis (consumer responses), and relevant themes (consumer interactions) were drawn which created the virality of memes.

Research findings reveal relevant themes, such as relatable, informative and interest-generating, that make memes go viral over social media. The sentiment analysis results showed that the intensity and strength of the positive comments were more substantial, contributing more to the virality of memes.

These findings provide themes for engaging content for OTT advertisers to boost brand recognition and engagement by strategically creating meme content and implementing better marketing communication.

This study uses factual data to offer new perspectives on viral meme propagation. It provides evidence that OTT marketers boost brand value and customer engagement through innovative customer-centric social media analysis.

Retail marketing is in the midst of an evolution. The paradigm is shifting from a product-centric to a consumer-centric focus, with a particular emphasis on understanding how consumers transition from harboring an interest in a product to actually purchasing that product. In response, shopper marketing, and in-store marketing (ISM) in particular, have emerged as important mechanisms to influence shopper behavior in brick & mortar and online retail environments. The academic literature is replete with work on what factors of ISM influence shopper behavior. In this chapter, we categorize prominent streams of findings on ISM into firm, customer, competitor and product characteristics of ISM and examine how the notion of a “store” is evolving from bricks to clicks – namely from physical formats to online shopping experiences. Insights from this chapter will help retailers and store managers identify what their customers respond to within a physical store, how technology is changing the way they can capture information on customers, and how shopper behavior is evolving in response to brick & mortar and online retail environments.

Nowadays, technological development makes activities easier to carry out, one of them is marketing work. Various marketing activities, both small and large sectors, use technology in their development, including SMEs. The content marketing strategy will further increase the growth rate of buying interest in products offered by SMEs. Content marketing is a strategy where marketers plan, create, and distribute content to attract targeted audiences and drive them to become customers. Although a content marketing strategy is important, not all SMEs use digital marketing in running their business. Being left behind in managing content marketing strategy is due to less reliable resources in mastering technology. SMEs are still required to master information technology to expand a broader market.