DC FieldValueLanguage
dc.contributor.authorGiovanis, Apostolos-
dc.contributor.authorPoulis, Athanasios-
dc.contributor.authorChatzopoulou, Evi-
dc.date.accessioned2024-05-23T16:32:19Z-
dc.date.available2024-05-23T16:32:19Z-
dc.date.issued2024-
dc.identifiergoogle_scholar-In1YXmwAAAAJ:sSrBHYA8nusC-
dc.identifier.issn1356-3289-
dc.identifier.otherIn1YXmwAAAAJ:sSrBHYA8nusC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2447-
dc.description.abstractPurpose: This study aims to examine the impact of firm-generated content (FGC) on lesbian, gay, bisexual, transgender, queer/questioning (LGBTQ+) influencers, focussing on inclusive marketing strategies and enquires the ability of LGBTQ+ influencers to enhance brand engagement and loyalty within diverse communities. Design/methodology/approach: A quantitative approach was utilized, and data was collected via social media platforms. Structural equation modelling (SEM) was employed to explore the relationships between FGC, influencer content, dimensions of place attachment and brand loyalty. Findings: According to the findings FGC positively influences LGBTQ+ influencers, which in turn affect in a significant way place identity and place social bonding. Both dimensions of place attachment were found to have a positive impact on brand loyalty, which indicate that LGBTQ+ influencers have an important role in enhancing brand engagement through inclusive marketing. Practical implications: Firms in order to increase their brand loyalty and customer engagement, need to adopt inclusive marketing strategies that resonate with LGBTQ+ communities. In order to do so they need to work with LGBTQ+ influencers that can effectively communicate the brand’s commitment to diversity and inclusion, thus fostering a stronger emotional connection with the brand. Originality/value: This study introduces a conceptual framework that highlights the mediator role of place attachment in the relationship between influencer marketing and brand loyalty. This research contributes to the existing literature by providing empirical evidence on the effectiveness of leveraging LGBTQ+ influencers in inclusive marketing campaigns.en_US
dc.language.isoenen_US
dc.publisherEmerald Publishing Limiteden_US
dc.relation.ispartofCorporate Communications: An International Journalen_US
dc.sourceCorporate Communications: An International Journal, 2024-
dc.subjectLGBTQ+en_US
dc.subjectInfluencersen_US
dc.subjectFirm-generated content (FGC)en_US
dc.subjectBrand loyaltyen_US
dc.subjectInclusive marketing strategiesen_US
dc.subjectPlace identityen_US
dc.subjectPlace social bondingen_US
dc.subjectPlace attachmenten_US
dc.titleEnhancing brand loyalty through LGBTQ+ influencers: a study on the impact of firm-generated content in inclusive marketing strategiesen_US
dc.typeArticleen_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.linkhttps://www.emerald.com/insight/content/doi/10.1108/CCIJ-02-2024-0038/full/htmlen_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.journalsSubscriptionen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.fulltextNo Fulltext-
item.grantfulltextnone-
item.openairetypeArticle-
item.languageiso639-1en-
item.cerifentitytypePublications-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0003-1028-146X-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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