The aim of this research paper is to investigate the adoption of digital branding among specialty eatery start-ups in a post-pandemic environment. The study analyses the relevance of digital branding's advantages and drawbacks, and examines the intention of specialty eateries to adopt digital...

The serendipitous emergence of social media at the turn of this century created new uncensored avenues for the advertising industry. This created conditions conducive to peddling controversial ads or shockvertising. Controversial ads came as a result of the need to breakthrough the advertising...

This study examines the effect of social media richness on business performance, mediated by brand equity. The study utilizes a quantitative methodology with a sample of 232 food and beverage SMEs in Indonesia. Data were analyzed using structural equations models partial least squares (SEM PLS)....

Building and maintaining brand loyalty is crucial for every organisation in such competitive business environment and organisations in the hospitality industry are not spared. Hotels have made many efforts on branding to gain brand loyalty from their customers and recently they have carried...

Consumer interactions on social media have been analysed in the literature as sources of information about their ability to generate engagement and knowledge about how to interact with brands. The present study contributes to this line of research, focusing on empirically determining those...