Over the more recent times, Higher Education Institutions (HEIs) are being considered as service providers that are experiencing intensive competition and rapid growth. This research study introduced an integrated conceptual ...

The topic of atmospherics and how they impact consumer behavior has been studied extensively in marketing literature within retailing contexts. However, the impact of perceived privacy on consumer responses has not been ...

This study extends marketing in the higher education literature by conceptualizing what constitutes student satisfaction with university experience and examining the role of student satisfaction in enabling student feeling ...

Online platforms such as social media, blogs, forums and brand websites have not only enabled consumers all over the world to communicate with each other but have also enabled marketers and brands to reach out to the ...

Electronic word-of-mouth has been a topic of increased interest among marketing researchers. Due to the variety of online settings and variables to consider, the literature on eWOM is largely fragmented with some researchers ...

This thesis investigates different characteristics and dimensions related to social media influencers that might affect some brand outcomes after being endorsed by /collaborating with the influencer in brand communications. ...

The thesis explores the phenomenon of social media influencers, reveal their distinctive features, explain how followers develop relationships with them and clarify how and why a cooperation with influencers could be ...

The concept of customer inspiration has only recently been conceptualized in marketing. This thesis examines the impact of marketing communication on customer inspiration. More specifically, it attempts to ascertain whether ...

The behavior associated with saving and reusing shopping bags has been heavily researched in the context of environmental studies. However, few studies have examined this behavior from the perspective of consumer behavior. ...

Social media is growing in popularity and has assumed a more central role in information dissimilation more recently. This development has increased the opportunity for firms to communicate, persuade, and influence ...