Purpose: This paper aims to investigate the differences in the mediating roles of trust and knowledge sharing (formal vs informal) in the process by which training and incentives influence organizational performance (sales increase and labor productivity). Design/methodology/approach: The data...

Purpose: This study aims to examine the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness via WeChat, on consumers' online brand-related activities (COBRAs) and their related outcomes, including on-going search behaviour and...

Purpose: This paper aims to investigate the causal relationships between constructs related to consumer–brand engagement (CBE), including consumers’ enduring involvement, ongoing information search behaviour, online engagement behaviour and brand attitude in Hong Kong....

Purpose: The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity, electronic-word-of-mouth (eWOM) and trendiness–on consumers' intent to participate in value...