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Social media in marketing: A review and analysis of the existing literature
People worldwide are largely engaged and attached with the web 2.0 technology and Social
media platforms. By the same token, businesses start looking at such technologies as …
media platforms. By the same token, businesses start looking at such technologies as …
Social media and consumer engagement: a review and research agenda
Purpose In “Social media's slippery slope: challenges, opportunities and future research
directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to …
directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to …
Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations
Social media influencer marketing has recently received significant attention. Many studies
have explored the parasocial relationship (PSR) formation between influencers and …
have explored the parasocial relationship (PSR) formation between influencers and …
Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda
Although social media use is gaining increasing importance as a component of firms'
portfolio of strategies, scant research has systematically consolidated and extended …
portfolio of strategies, scant research has systematically consolidated and extended …
The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty
In this era, social media platform is integrated into the marketing strategy. This new
technology sets out new mechanisms and communication tools that companies can rely on …
technology sets out new mechanisms and communication tools that companies can rely on …
The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge
Purpose This paper investigates the impact of social-media marketing elements, namely
entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness …
entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness …
Linking social media marketing efforts with customer brand engagement in driving brand loyalty
Linking social media marketing efforts with customer brand engagement in driving brand loyalty
| Emerald Insight Books and journals Case studies Expert Briefings Open Access Publish with …
| Emerald Insight Books and journals Case studies Expert Briefings Open Access Publish with …
The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust
Purpose This research aims to explore the impact of social media marketing (SMM) activities
on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand …
on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand …
[HTML][HTML] Setting the future of digital and social media marketing research: Perspectives and research propositions
The use of the internet and social media have changed consumer behavior and the ways in
which companies conduct their business. Social and digital marketing offers significant …
which companies conduct their business. Social and digital marketing offers significant …
Do social media marketing activities improve brand loyalty? An empirical study on luxury fashion brands
This research aims to investigate the impact of social media marketing activities (SMMa) on
brand loyalty directly and through mediating variables community engagement and …
brand loyalty directly and through mediating variables community engagement and …