Building a tribe on Instagram: How User-generated and Firm-created Content can drive brand evangelism and fidelity
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DOI: 10.1080/13527266.2024.2338788
Abstract: ABSTRACT The social media revolution has significantly transformed marketing plans and practices in the business world. Firm-Created Content (FCC) and User-Generated Content (UGC) serve as critical social media communication tools for brands to connect and… read more here.
Keywords: evangelism fidelity; fcc ugc; brand evangelism; brand ... See more keywords
Exploring the nexus between influencers and brand evangelism
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DOI: 10.1108/apjml-06-2023-0581
Abstract: PurposeThis study investigates the antecedents that nudge followers of social media (SM) influencers into brand evangelism (BE). In doing so, we study how influencer-related attributes such as their homophily, trust, and popularity impact their followers’… read more here.
Keywords: influencers brand; brand evangelism; brand; influencer ... See more keywords
From donations to devotion: how cause-related marketing frames drive brand evangelism through cognitive and social pathways in hospitality
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DOI: 10.1108/ijchm-02-2025-0233
Abstract: Customers increasingly engage in prosocial behavior when purchasing products tied to social causes, but how message framing influences these responses remains unclear. This study aims to investigate the differential impact of gain vs loss-framed purchase-triggered… read more here.
Keywords: pbsr pav; brand evangelism; brand; hospitality ... See more keywords
Impact of International Tourists’ Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism
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DOI: 10.3389/fpsyg.2022.866362
Abstract: Drawing on the theory of engagement, the present study aims to examine the outcomes of the co-creation experience in a realistic co-creation setting, a hotpot restaurant. To this end, the current research links the relationship… read more here.
Keywords: brand; creation experience; brand evangelism;