Background: Allergy/immunology (A/I) fellowship recruitment occurs within a competitive match environment, with most interviews conducted virtually. Program web sites play a critical role in informing applicants and shaping program perception. Despite established literature that demonstrates the importance of program web sites across specialties, the comprehensiveness of A/I fellowship web sites has not been systematically evaluated. Objective: The purpose of this study was to evaluate existing A/I fellowship program web sites with the intent to identify opportunities for improvement. Methods: A list of 91 A/I fellowship programs was obtained from the American Academy of Allergy, Asthma & Immunology web site. Eighty-nine programs with accessible web sites were included. Each web site was evaluated for the presence of 24 predefined metrics derived from previous residency and fellowship web site studies. Sixteen programs affiliated with World Allergy Organization (WAO) Centers of Excellence in the United States were analyzed as a subgroup. Mean metric counts were compared by using a two-sample t-test. Results: Web sites contained a mean ± standard deviation (SD) of 13.7 ± 4.9 of 24 metrics. WAO-affiliated programs contained a mean ± SD of 13.2 ± 4.6 metrics, with no statistically significant difference when compared with all the programs (p = 0.70). Although most web sites listed program leadership, curriculum, and training sites, fewer included alumni information (40%), job placement (38%), or wellness initiatives (18%). Conclusion: A/I fellowship program web sites vary widely in content and may lack information, particularly with regard to wellness, alumni outcomes, and trainee demographics. Enhancing web site comprehensiveness represents an opportunity to improve recruitment, branding, and applicant engagement in a competitive application environment.

Spotlighting the Egyptian context, this article uses a mixed-methods, comparative case study approach to explore one of our global ancient cultures and examine how four modern-day Egyptian designers and brands are bridging the ancient and the modern by incorporating ancient Pharaonic motifs within their product design, visual merchandising and branding. Through document and artefact analysis, interviews with the selected brands and a consumer survey, this study examines how these brands’ incorporation of ancient motifs may impact consumers’ levels of brand engagement and perceptions of product beauty, while simultaneously connecting modern-day travellers and modern-day Egyptians to Egypt’s ancient past. The commodification of cultural motifs is explored from a consumer’s perspective, and best practices are identified for other brands interested in using cultural branding techniques within their own brand strategies.

In the context of Vietnam’s food and beverage market entering a phase of fierce natural selection, businesses are increasingly utilizing dramatic communication to capture consumer attention. This research explores the psychological mechanisms behind the phenomenon of brand rivalry on social media platforms by examining the impact of perceived brand rivalry and perceived contrarianism on social media brand engagement, based on the integration of social identity theory, signaling theory, and congruency theory. The study also evaluates the moderating role of brand value congruence in these relationships. A quantitative method was conducted through a survey of 651 consumers, utilizing PLS SEM and PLS MGA based on the measurement invariance of composite models (MICOM) procedure. Results confirm that both perceived brand rivalry and perceived contrarianism promote social media brand engagement, while brand value congruence plays a pivotal moderating role. Notably, the MGA reveals distinct fragmentation: the aware group (those who knew the brand before the drama) reacts most strongly to dramatic elements to consolidate ingroup identity; meanwhile, the non-aware group (new observers) relies primarily on value resonance to authenticate brand integrity. The study provides a strategic blueprint to help food and beverage managers flexibly adjust resources between retaining loyal fans and conquering new customers in the digital age.

ABSTRACT This study examined how micro-influencer characteristics shape brand awareness in the fast fashion sector, with consumer brand engagement acting as a mediating mechanism. Survey data were collected from 298 individuals who followed at least one fashion-related micro-influencer. The results indicated that micro-influencer attributes significantly enhanced both engagement and brand awareness. When analysed jointly, expertise and perceived similarity emerged as the strongest drivers of engagement, whereas attractiveness and content quality were the main predictors of brand awareness. Mediation analyses showed that engagement played a central role in transmitting the effects of influencer characteristics to brand awareness, with most attributes exerting both direct and indirect effects. Additional analyses revealed that consumers previously influenced by micro-influencers placed greater importance on expertise, attractiveness, similarity, and content quality. Overall, the findings advance understanding of micro-influencer effectiveness and provide actionable insights for brands seeking to optimise influencer selection and campaign design in fast fashion contexts.

Effective marketing strategies are important to promote sustainable fashion due to increasing environmental awareness beyond Indonesians’ customers. This research using quantitative approach by structured questionnaire, non-probability sampling were used, which were purposive sampling, with the following criteria of who aged above 17 years old, Indonesian citizens, ever heard or saw about UNIQLO’s RE.UNIQLO program from UNIQLO’s social media platform (Instagram). This research is expecting to finds the effective strategies for UNIQLO and other industries that related by identified the effective Social Media Marketing strategies which could increase Brand Engagement and Brand Image to increase customers’ Purchase Intention on UNIQLO’s RE.UNIQLO recycled fashion products in Indonesia. This research found that Social Media Marketing significantly enhances Brand Engagement, Brand Image, and Purchase Intention, whereas Brand Engagement serving as a strong positive mediators, while Brand Image shows a negative effects due to the factors like price sensitivity and low awareness of sustainable fashion. Therefore, UNIQLO still should intensively advertising RE.UNIQLO recycled fashion across platforms, while stakeholders fund training and nationwide recycling campaigns. Lastly, further research ought to examine diverse variables in-terms of enhance the actual buyers on sustainable fashion products.

Biofibre explorer: An augmented reality (AR) tool to promote circularity through material knowledge

While studies have examined corporate sociopolitical activism (CSA) from multiple perspectives, research has not yet examined how different CSA types shape consumer-level brand outcomes or when those effects strengthen or weaken. Addressing that gap, this research examines how CSA types expressed through brand communication influence consumer brand engagement (CBE) and consumer-based brand equity (CBBE), considering need for cognition (NFC) as a boundary condition. Building on three pretests, four quasi-experiments show that servant activism, which is high in moral intensity and low in business relatedness, generates the most favorable brand outcomes, whereas citizen activism also outperforms low-moral-intensity forms. Study 2 shows that CBE mediates the positive effect of servant activism on CBBE. Study 3 shows this indirect effect is stronger among high-NFC consumers. Across studies, moral intensity appears more influential than business relatedness under the conditions tested. These findings offer guidance for advertisers and marketers designing brand communication that builds engagement and equity without inviting skepticism.

Brands’ self-operated live streaming commerce is a novel marketing approach, yet the mechanisms underlying consumer brand engagement remain unclear. This study draws on Uses and Gratifications theory and employs partial least squares structural equation modeling (PLS-SEM) together with necessary condition analysis (NCA) to examine the antecedents and outcomes of consumer brand engagement within the context of the apparel industry. Using purposive sampling, data were collected from 332 Chinese apparel brands’ self-operated live streaming commerce consumers. The results further demonstrate that perceived information usefulness, perceived enjoyment, economic benefits, and social support are significant and necessary motivations of consumer brand engagement. Moreover, consumer brand engagement serves as a significant and necessary condition for brand trust and brand loyalty, while it is not a necessary condition for self-brand congruity. This research assists marketers in optimizing brand self-operated live streaming commerce.

ABSTRACT This article examines user engagement and interaction during an online brand crisis, focusing on the polarized reactions to Scandinavian Airlines’ (SAS) controversial 2020 advertisement “What is Truly Scandinavian?” Drawing on online brand crisis research and customer brand engagement theory, the study analyses the deductively derived categories of cognitive, emotional, and behavioral responses of Facebook users to the advertisement and its revised versions. A quantitative content analysis of 2,160 user comments identifies four distinct user response group – fans, friends, opponents, and hate-holders – revealing not only stark divisions but also varying levels of engagement and response dynamics. The findings challenge the conventional “love-hate” framework by highlighting middle-ground user groups and the fluid nature of engagement, where disappointment can escalate into hostility or transition into continued brand support. These insights provide a deeper understanding of online brand crisis engagement and offer implications for organizations seeking to navigate polarized brand discussions and sustain long-term consumer relationships.

Virtual reality (VR) adoption in fashion e-commerce represents a disruptive innovation that redefines how brands craft immersive consumer experiences. This study aims to validate a research model about VR-based brand engagement in the fashion commerce context. It seeks to uncover the effect of VR attributes such as interactivity, vividness, product reality congruence, and modality richness on perceived realism, as well as subsequent outcomes of immersion and VR-based brand engagement. Data were collected from 306 respondents through Credamo’s paid panel using purposive sampling to recruit consumers with relevant online fashion purchasing and VR brand experience. The Partial Least Squares Structural Equation Modeling (PLS-SEM) and combined importance-performance map analyses were employed. The study reveals that interactivity, vividness, product reality congruence, and modality richness positively influence perceived realism, which in turn strongly drives immersion and subsequently enhances VR-based brand engagement in fashion e-commerce. Combined importance-performance map analysis further identifies immersion as the primary strategic lever and perceived realism as a key bottleneck, while the antecedent features serve as well-performing hygiene factors requiring only maintenance. This study contributes to the literature on VR-related fashion research and offers practical insights for fashion e-commerce managers seeking to use virtual reality to enhance brand engagement.

This study tests how Instagram Stories features shape Consumer Brand Engagement (CBE) among active users in Jordan. The market here is mobile first. A cross-sectional online survey produced 443 valid responses from individuals with active Instagram accounts who regularly view Stories and follow at least one brand account, with eligibility confirmed through screening questions embedded at the start. Judgmental purposive sampling guided recruitment, and only respondents passing the use and frequent-viewing checks were retained. The sample is 60.7% female, largely 19–25 years old (72.9%), and mostly holds a bachelor’s degree (77.9%). Measurement validity was tested with confirmatory factor analysis, and the CBE model was estimated using structural equation modeling (SEM) that achieved good overall fit. The fit indices indicate solid performance. Key statistics are CFI = 0.934 and RMSEA = 0.044. Five Stories features, namely entertaining content, interactivity, user-generated content, influencer trustworthiness, and up-to-date information, were modeled as antecedents of cognitive processing, which then predicted affection and activation consistent with the common three-stage structure of engagement. All five features had positive and significant effects on cognitive processing, with the strongest paths for entertaining content (β = 0.321, p < 0.05) and influencer trustworthiness (β = 0.318, p < 0.05). Entertainment leads in this model clearly. User-generated content (β = 0.200, p < 0.05), up-to-date information (β = 0.171, p < 0.05), and interactivity (β = 0.142, p < 0.05) followed in size. Cognitive processing strongly predicted affection (β = 0.647, R2 = 0.418) and activation (β = 0.718, R2 = 0.515), while its own explained variance was modest at R2 = 0.241. Taken together, these results position Stories features as practical levers that can lift engagement in a mobile-first Middle Eastern market, even if cognitive processing captures a modest share of upstream variance in the model.

ABSTRACT Social media marketing has emerged as an essential strategy for e-commerce brands to attract customers, promote products, and influence purchasing decisions. This study analyses the effectiveness of social media marketing strategies adopted by e-commerce brands from the consumer perspective in Chennai District. The research focuses on customer engagement, content influence, purchasing decisions, and satisfaction levels. Primary data was collected from 185 respondents through a structured questionnaire. Statistical tools such as percentage analysis, chi-square test, and weighted average method were used for analysis. The findings reveal that social media platforms significantly influence consumer awareness, brand perception, and buying behaviour. However, issues such as excessive advertisements, misleading promotional content, and privacy concerns negatively affect consumer trust. The study concludes that effective and transparent social media marketing strategies can enhance customer engagement and improve business performance when implemented responsibly. Key Words: Social Media Marketing, E-commerce, Consumer Behaviour, Digital Marketing, Brand Engagement

This paper explores the intersection of marketing and human resource (HR) strategies in driving organizational culture transformation. Organizational culture plays a pivotal role in shaping employee behavior, engagement, and overall business success. While HR has traditionally led cultural initiatives, marketing strategies—particularly internal communication, branding, and employee engagement campaigns—are increasingly recognized as influential in shaping and sustaining a positive corporate culture. This study examines how aligning marketing and HR strategies can create a cohesive organizational culture that resonates with both employees and customers. Using a combination of literature review, case studies, and qualitative analysis, the paper highlights key benefits such as enhanced employee engagement, improved retention, and a stronger employer brand. Key strategies include aligning employer branding with internal culture messaging, leveraging storytelling to reinforce organizational values, and fostering cross-departmental collaboration. The paper also identifies challenges in aligning these functions and provides practical recommendations to overcome them.

Personalized digital ads cut both ways. Relevance can pull consumers in; intrusiveness and perceived manipulation can push them away. This study proposes and tests an integrated model linking perceived ad relevance, advertising skepticism, and intrusiveness to ad avoidance and purchase intention, and examines whether brand engagement in self-concept (BESC) softens defensive reactions. We surveyed 550 Vietnamese consumers and analyzed the data with PLS-SEM (SmartPLS 4). Results show that relevance lifts purchase intention and reduces avoidance, while intrusiveness and skepticism undermine persuasion. BESC buffers the skepticism forward avoidance link, indicating identity-based protection for favored brands. Mediation tests reveal that skepticism, relevance, and avoidance channel the harm from intrusiveness to purchase outcomes. The validated model exhibits strong explanatory and predictive performance and clarifies how constructive (relevance) and defensive (skepticism, avoidance) mechanisms operate simultaneously in digital advertising.

Short-form video platforms such as Instagram Reels and YouTube Shorts have rapidly become central to how Generation Z discovers and evaluates brands, especially in frequently purchased categories like fast‑moving consumer goods (FMCG). Existing empirical work from India and other countries consistently shows that short video marketing can lift brand awareness, engagement and purchase intention when the content is entertaining, relevant and perceived as genuine.This paper uses a secondary research approach to examine how specific attributes of short-form video content influence Gen Z consumers’ intention to buy FMCG products. Drawing on studies published mainly between 2019 and 2026, it focuses on entertainment value, informativeness, ease of use, influencer credibility, personalisation and platform characteristics as key stimuli. The discussion is organised around the Stimulus–Organism–Response (SOR) and AIDA models and considers trust, attitude, emotional involvement and perceived value congruence as psychological mediators between short-form video exposure and purchase intention.

The rapid growth of social media has significantly influenced consumer behavior, particularly among Generation Z in the fashion industry. Digital platforms such as Instagram and TikTok have become important sources of information that shape trends, preferences, and purchasing decisions. One psychological phenomenon that emerges in this environment is Fear of Missing Out (FOMO), which refers to the anxiety individuals experience when they feel they might miss popular trends or experiences shared by others. This study aims to explore the phenomenon of FOMO within the shopping lifestyle of Generation Z and its influence on purchase intention and repurchase interest toward fashion products. This research employs a qualitative approach with a phenomenological method to understand the subjective experiences of Generation Z consumers in responding to fashion trends on social media. Data were collected through in-depth interviews with participants who actively use social media and frequently purchase fashion products online. The findings reveal that the intensity of social media exposure encourages the emergence of FOMO, which influences consumer interest in purchasing trending fashion products. Influencers and digital promotions further strengthen purchase intention by creating social validation and urgency. Additionally, positive purchasing experiences and brand engagement on social media contribute to increasing repurchase interest.

This study examined the relationship between Facebook advertising and consumer buying behavior among Airtel customers in the Central Business District (CBD) of Lusaka, Zambia. As social media marketing continues to expand, telecommunication firms increasingly utilize platforms such as Facebook to promote products and engage consumers. However, empirical evidence on the effectiveness of Facebook advertising in influencing purchasing behavior within the Zambian telecommunications sector remains limited. Guided by a pragmatic research philosophy, the study adopted a mixed-methods approach, integrating both quantitative and qualitative techniques. Data were collected from 150 Airtel customers using structured questionnaires comprising closed- and open-ended questions. Quantitative data were analyzed using descriptive statistics, correlation, and regression analysis, while qualitative data were analyzed thematically to complement statistical findings. The results indicate that exposure to Airtel’s Facebook advertisements is relatively high, with 49.3% of respondents reporting frequent exposure. Engagement levels were moderately positive (48%), suggesting that the advertisements capture consumer attention. However, their influence on purchasing behavior remains limited, with 39.3% of respondents reporting only slight influence and 17.3% indicating moderate influence. Regression analysis revealed a statistically significant but moderate relationship between Facebook advertising and consumer buying behavior (p < 0.05). Furthermore, respondents expressed uncertainty regarding the effectiveness of advertisement targeting and personalization. The study concludes that while Facebook advertising is effective in enhancing brand awareness and engagement, its impact on actual purchasing decisions is moderate. It is therefore recommended that Airtel improve audience targeting and personalization, diversify advertising formats, enhance message relevance, and optimize the post-click user experience. This study contributes to the growing body of knowledge on social media marketing by providing empirical evidence from a developing economy context.

In the rapidly shifting digital landscape, nonprofits like Ruang Belajar Aqil (RBA) face the dual challenge of sustaining social impact while mastering platforms such as Instagram to foster engagement, visibility, and organizational growths. An effective marketing approach enables nonprofits to articulate the social value of their activities, attract support from donors, volunteers, partners, and build trust among participants regarding the benefits provided. This study aims to design and implement a visual identity (mood board) and a six-month content plan for Ruang Belajar Aqil (RBA), a nonprofit in Malang Indonesia, to strengthen its branding and online engagement. This research using a qualitative approach, including Focus group Discussion (FGDs), interviews, direct observation, social media audits, and the use of secondary data. The study resulted in a strategic framework that enhances visual consistency, improves audience engagement, and supports Ruang Belajar Aqil (RBA) sustainability. Therefore, the development of a mood board and a six-month content plan is proposed as a strategic initiative to enhance the branding and visibility of the nonprofit organization Ruang Belajar Aqil. This approach is expected to strengthen its public image and significantly contribute to its growth and sustainability. This offers a replicable model for other resource-constrained nonprofits.

Purpose This study aims to examine how LGBTQIA + social media influencers' (L-SMI) perceived authenticity affects Gen Z social media brand engagement (SMBE) and brand love and tests the moderating role of intimate self-disclosure (ISD). Design/methodology/approach Data were collected from 497 followers of L-SMI on Instagram and YouTube. Structural equation modeling (SEM) was employed to assess relationships among authenticity, SMBE, brand love and ISD. Findings Perceived authenticity positively predicts SMBE, which subsequently enhances brand love. ISD strengthens the authenticity–SMBE relationship, indicating that ISD amplifies identity-relevant authenticity cues and deepens engagement and emotional attachment among segments. Practical implications Brands should prioritize identity-aligned authenticity and grant influencers creative autonomy to maintain credibility and foster stronger engagement and brand attachment in inclusive campaigns. Originality/value Drawing on social identity theory, this study introduces digital identity affirmation to conceptualize authenticity as an identity-validating process in marginalized influencer contexts. It advances influencer marketing and inclusive branding research by clarifying how authenticity and self-disclosure jointly drive engagement and brand love.

The aim of this paper is to discuss the impacts of consumer-brand identification on brand trust and customer engagement. It also examines how the two variables (brand trust and customer engagement) affect purchase intention. In addition, the paper also assesses the mediating role of brand trust and customer engagement in the relationship between consumer brand identification and purchase intention. This research has used the social identity theory. The data of this article was collected through the means of a digital survey involving a representative sample of the customers as well as those who might purchase the Pakistani fashion apparel brands. A total sample of 443 was taken using the convenience sampling technique. The data were evaluated using SPSS and AMOS software packages to test the hypothesis of the research. The reason why structural equation modeling was utilized is that it enables the researcher to analyze several relationships among variables within the proposed model simultaneously. The findings suggest that the direct impact of consumer brand identification on purchase intention in the current research is not significant. This research study has demonstrated that consumer brand identification must be established to increase brand trust and customer engagement, which subsequently assists in the purchase intentions of fashion apparel from firms. Additionally, brand trust and customer engagement mediate the proposed relationships. The customer's engagement contributes greatly to their purchase intention. The results suggest that marketers of fashion clothes should not ignore the importance of customer engagement in the development of purchase intentions. Moreover, customers should be engaged to increase their purchase intentions through the use of marketing strategies like personalized marketing, interactive social media campaigns and loyalty programs which will help in achieving a closer relationship with the brand.