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When does “liking” a charity lead to donation behaviour?: Exploring conspicuous donation behaviour on social media platforms
(Emerald, 2017-11)
Purpose
This study aims to investigate the relationship between young people’s Conspicuous Donation Behaviour (CDB) on social media platforms and their offline donation behaviour, specifically intentions to donate and ...
Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes
(Emerald, 2017)
Purpose
Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test ...