Social media adoption, usage and impact in business-to-business (B2B) context: A state-of-the-art literature review
Social media plays an important part in the digital transformation of businesses. This
research provides a comprehensive analysis of the use of social media by business-to …
research provides a comprehensive analysis of the use of social media by business-to …
[HTML][HTML] Social media discontinuation: A systematic literature review on drivers and inhibitors
Recent practical reports reveal that users leave social media. This behavior is named social
media discontinuation (SMD) and is attributed to stress, fatigue, and further negative effects …
media discontinuation (SMD) and is attributed to stress, fatigue, and further negative effects …
Authentically fake? How consumers respond to the influence of virtual influencers
Artificially created characters–virtual influencers–amass millions of followers on social
media and affect digital natives' engagement and decisionmaking in remarkable ways …
media and affect digital natives' engagement and decisionmaking in remarkable ways …
The influence of social media eWOM information on purchase intention
This study investigates the relationship between information characteristics and consumers'
behaviours in regards to electronic word of mouth, such as information quality, information …
behaviours in regards to electronic word of mouth, such as information quality, information …
Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors
Consumers increasingly interact with multimedia posts shared by peers on social media
(SM) platforms. Drawing upon service-dominant logic (SDL) and the information adoption …
(SM) platforms. Drawing upon service-dominant logic (SDL) and the information adoption …
Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers' benefits and experience
Consumers increasingly use social media brand communities to gather information about
brands and to inform their purchase decisions. Building on uses and gratifications theory …
brands and to inform their purchase decisions. Building on uses and gratifications theory …
Influencer marketing: How message value and credibility affect consumer trust of branded content on social media
In the past few years, expenditure on influencer marketing has grown exponentially. The
present study involves preliminary research to understand the mechanism by which …
present study involves preliminary research to understand the mechanism by which …
Electronic word-of-mouth from video bloggers: The role of content quality and source homophily across hedonic and utilitarian products
Consumers increasingly post videos in which they review products and experiences,
spreading electronic word-of-mouth (eWOM). Despite the relevance of consumer-generated …
spreading electronic word-of-mouth (eWOM). Despite the relevance of consumer-generated …
Bridging the online offline gap: Assessing the impact of brands' social network content quality on brand awareness and purchase intention
Social media is sha** the way companies and brands engage and interact with
consumers, particularly Millennials. In light of this growing trend, this study aims to …
consumers, particularly Millennials. In light of this growing trend, this study aims to …
The effect of social media marketing activities on brand awareness, brand image and brand loyalty
Y Bilgin - Business & management studies: an international …, 2018 - bmij.org
Özet Bu araştırmanın amacı, sosyal medya pazarlama aktivitelerinin marka bilinirliğine,
marka imajına ve marka sadakatine etkisini incelemektir. Buna ek olarak, araştırmada …
marka imajına ve marka sadakatine etkisini incelemektir. Buna ek olarak, araştırmada …