Intangible assets have become important factors of value creation in today’s knowledge economy. However, individually they are often commodities and only create value in combination with other production factors. Therefore, in order to manage for performance and value, companies and their...

Purpose: With the popularity of social media and, recently, live streaming, internet celebrity endorsements have become a prevalent approach to content marketing for e-commerce sellers. Despite the widespread use of social media and online communities, empirical studies investigating the...