Journal of Global Scholars of Marketing Science

Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration

Alison Munsch · 2021 · 261 citations

Digital Marketing, Targeted Advertising, Social Marketing +18

Self-congruity theory in consumer behavior: A little history

M. Joseph Sirgy · 2018 · 252 citations

Jbr Article, Behavioral Decision Making, Consumer Study +20

Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector

Raouf Ahmad Rather, Shehnaz Tehseen, Murtaza Hassan Itoo et al. · 2019 · 153 citations

Customer Experience, Customer Satisfaction, Relationship Marketing +14

SNS users' para-social relationships with celebrities: social media effects on purchase intentions

Hyojin Kim, Eunju Ko, Juran Kim · 2015 · 137 citations

Social Media Effects, Consumer Research, Social Influence +17

The relationship between service quality, satisfaction, trust, value, commitment and loyalty of Internet service providers' customers

Thu Nguyen Quach · 2015 · 114 citations

Total Quality Management, Customer Satisfaction, Online Customer Behavior +14