Sage Journals: Discover world-class research

Open access

Research article

First published 2025

Please Forgive Me: A Pathway to Mitigating Negative Brand Engagement After an Influencer Scandal

Rebecca Dolan, Dean Charles Hugh Wilkie, Paul Harrigan [...]

Australasian Marketing Journal

Retricted access

Research article

First published 2023

Cultivating Customers’ Resilience to the Negative Word of Mouth: An Empirical Analysis of the Telecommunication Industry in Tanzania

David Amani

FIIB Business Review

Retricted access

Research article

First published 2022-2

Value Creation (vs Value Destruction) as an Unintended Consequence of Negative Comments on [Innocuous] Brand Social Media Posts

Lauren I. Labrecque, Ereni Markos, Mujde Yuksel [...]

Journal of Interactive Marketing

Retricted access

Research article

First published 2020-2

What you Feel,Is what you like Influence of Message Appeals on Customer Engagement on Instagram

Robert Rietveld, Willemijn Van Dolen, Masoud Mazloom [...]

Journal of Interactive Marketing

Retricted access

Research article

First published 2023-12

Should brands foster their Instagram account followers’ fear of missing out by posting ephemeral content?

Daniel Maar, Hajer Kefi, Mehmet A. Orhan

Recherche et Applications en Marketing (English Edition)

Retricted access

Research article

First published 2019-6

Is audience engagement worth the buzz? The value of audience engagement,comment reading,and content for online news brands

Isabelle Krebs, Juliane A Lischka

Journalism

Open access

Research article

First published 2025-3

Should Global Brands Engage in Brand Activism?

Paurav Shukla, Veronica Rosendo-Rios, Dina Khalifa

Journal of International Marketing

Retricted access

Research article

First published 2024-7

Heritage tourism brand experiences: The influence of emotions and emotional engagement

Effie Steriopoulos, Catheryn Khoo, Ho Yin Wong [...]

Journal of Vacation Marketing

Retricted access

Research article

First published 2018-8

Battle of the Brand Fans: Impact of Brand Attack and Defense on Social Media ☆

Behice Ece Ilhan, Raoul V. Kübler, Koen H. Pauwels

Journal of Interactive Marketing

Open access

Research article

First published 2025-11

Brand-to-Brand Engagement on Social Media: Typology and Implications

Denitsa Dineva, Zoe Lee, Federico Mangiò

Journal of Interactive Marketing

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