Purpose: The purpose of this paper is to present the contemporary thinking on deliberate lookalikes and to provide a better understanding of its key forms (counterfeits, copycats and no-name imitations) and markets (deceptive and non-deceptive). Design/methodology/approach: This editorial...

Purpose: This study aims to investigate whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The concept of non-sponsored brand-related UGC encapsulates various social media patterns in which individuals...