The rapid development of social media has challenged event managers to rethink how this
trend will shape traditional marketing practices. Given the rise of these technologies, the …

Consumers increasingly interact with multimedia posts shared by peers on social media
(SM) platforms. Drawing upon service-dominant logic (SDL) and the information adoption …

Las emociones han adquirido una importancia creciente en nuestra época, en todos los
ámbitos de la sociedad. Esta revalorización de la dimensión afectiva de la persona se ha …

Influencer marketing is prevalent in firm strategies, yet little is known about the factors that
drive success of online brand engagement at different stages of the consumer purchase …

TikTok—the world's most downloaded app since 2020, has become a place for more than
silly dancing and lip-syncing. TikTok users are increasingly turning to TikTok for news …

This research utilizes big data in investigating the impact of a luxury brand's social media
marketing activities on customer engagement. In particular, applying the dual perspective of …

The authors test five theoretically derived hypotheses about what drives video ad sharing
across multiple social media platforms. Two independent field studies test these hypotheses …

This paper explores the implicit assumption in the growing body of literature that social
media usage is fundamentally different in business-to-business (B2B) companies than in the …

The rise of social media is changing how evaluative judgments about organizations are
produced and disseminated in the public domain. In this article we discuss how these …

Electronic word of mouth (eWOM) has traditionally been examined as a prepurchase
behavior when it is sought (eWOM-seeking) and a postpurchase behavior when it is given …