Web 2.0 applications and social media have transformed e-commerce into a new business
paradigm, which is called social commerce. This development has changed the customers' …

Purpose The purpose of this paper is to identify the mediating effect of fan-page followers'
engagement activities and moderating role of followers' demographic profile and trust level …

Consumer social interactions on a social networking site have been discussed in the
literature as information sources on consumer negative voice, product market research, and …

The aim of this research is to examine the marketing strategies to Generation Z, social media
cognitive engagement, social media influencer, perceived corporate social responsibility …

The value of advertising has always been an effective way to increase consumerism among
customers. Through the use of emotional branding, companies and organizations can now …

The rise of social media as communication channels has enabled customers to provide
feedback or to ask for assistance quickly and easily. In the context of brand crises, the …

Online social network (OSN) websites are increasingly gaining attention from both
researchers and practitioners as more and more people use OSN websites to express their …

Due to the proliferation of information that global brands disseminate on social networking
sites (SNS), how to induce SNS users to discuss such information is a topic deserving …

The widespread prevalence of the Internet has led to the increasing dependence of
customers on online travel agencies (OTAs) in their making purchasing decisions. OTAs that …

This study aims to analyze (1) the effect of social media marketing on purchase intention,(2)
the effect of brand awareness on purchase intention,(3) the effect of social media marketing …