Behavioral consequences of customer inspiration: the role of social media inspirational content and cultural orientation - Izogo, Ernest Emeka; Mpinganjira, Mercy (Journal of research in interactive marketing, 2020)
Keywords: Brand loyalty; Consumers; Consumption; Cultural differences; Culture; Customers; Digital media; Inspiration; Marketing; Motivation; Multivariate statistical analysis; Psychometrics; Purchase intention; Regression analysis; Social networks; Variance analysis; Cultural orientation; Consumer psychology; Online advertising; Customer engagement behaviors; Marketing communication; Customer inspiration; Purchase intention; Advertising; Social-media contents; Computer-mediated communication