Since an ever-increasing part of the population makes use of social media in their day-to-
day lives, social media data is being analysed in many different disciplines. The social …

Purpose As organisations are increasing their investment in social media marketing (SMM),
evaluation of such techniques is becoming increasingly important. The purpose of this paper …

Purpose The purpose of this paper is to provide a unique overview of business-to-business
(B2B) companies engagement with and strategic approach to use of social media in brand …

Many scholars have found that social media are extraordinarily useful platforms for
marketers to engage their stakeholders. Much research has developed frameworks for and …

Visual media plays a significant role in the marketing and promotion of several international
tourism services in today's connected marketplace, in particular here, international tertiary …

The purpose of this study is to better understand the processes and procedures adopted by
micro-influencers to create 'instagrammable'content. It is based on 17 in-depth interviews …

The initial results of social media marketing model will be further analysed in different ways
of engaging social media as marketing tools in marketing communication, promotion …

Purpose Drawing upon the social presence theory, this paper aims to propose three social
presence variables in the brand page context (the brand page as a medium, the presence of …

Background Social media platforms are important tools for hospitals. These platforms offer
many potential benefits in various areas of application for hospitals to connect and interact …

Although user-generated content (UGC) and firm-generated content (FGC) on social media
are vital for firm performance, yet researchers interested in such content have largely …