Most Popular Papers *
Why Students Select their College Major: An Investigative Study
Kate N. Matthews, Diane R. Edmondson, and Lucy Matthews
The Influence of Social Networking Sites on Buying Behaviors of Millennials
Sharon S. Pate and Melinda Adams
The Impact of the Social Media Influencer Power on Consumer Attitudes toward the Brand: The Mediating/Moderating Role of Social Media Influencer Source Credibility
Lubna Nafees, Christy M. Cook, and James E. Stoddard
The Strategic Importance of Customer Value
Donovan A. McFarlane
From Backlash to Brand Loyalty: How Self-Congruity and Generation Shape Consumer Intentions After a Failed Influencer Campaign
Dexter L. Purnell, Kimberly V. Legocki, Steven R. Barnes, and Jessica Chapman
Beauty During a Pandemic: The Impact of COVID-19 on the Cosmetic Industry
Katelyn Gardner, Diane R. Edmondson, and Lucy Matthews
Examining the Demographic Profiles of Thrift Store Donors and Thrift Store Shoppers
Robert D. Montgomery and Mark Mitchell
Social Media and Negative Word of Mouth: Strategies for Handing Unexpecting Comments
Jane B. Thomas, Cara O. Peters, Emelia G. Howell, and Keith Robbins
The Impact of “Humorous” Ads Featuring Social Media Influencers on Perceptions of the Influencer, Brand, and Purchase Intention
Jason L. Snyder and Robert Forbus
Posting about Goals on Social Media: The Unexpected Effect of Posting Goal-Intention Photos Rather than Goal-Pursuit Photos on Goal Attainment
Kelly Eunjung Yoon and Cornelia Pechmann
* Based on the average number of full-text downloads per day since the paper was posted.
» Updated as of 12/05/25.