Given the rise of social media, social media influencers have become an essential part of
marketing agencies' strategies. Advertisers seek to leverage influencers' large community of …

The goal of this study is to understand the differences in scope and patterns of frequency of
use and interactive and active consumption on three leading social media platforms …

This research investigates the impact of using emojis (ie, the pleading-face emoji) on
customer forgiveness in relation to handling complaints on social media. Specifically, this …

Video game streaming (VGS) has attracted hundreds of millions of viewers all over the world
to not only watch but also participate in a variety of VGS activities, such as interacting with …

We offer theory and evidence regarding the impact of content ideology (ie, emotionally
charged beliefs expressed in sentiments) on opinion polarization (ie, conflicting attitudes …

The growth of social media has enabled new operating methods and sparked organizational
optimism in social technologies. We must broadly and distinctively identify the practices …

Advertising scholars have studied the persuasiveness of religious symbols in ads for more
than two decades. However, the extent to which religious appeals influence attitudes and …

Purpose With the rising concerns of compulsive use of social media, it is important to
understand why users develop such unplanned and irrational behaviors. Leveraging the …

This paper explains how social media drives organization-public collaborative outcomes
such as social media-enabled service co-creation in non-profit organizations (nonprofits) …

Purpose WeChat official account (WCOA) is an emerging and important platform for
academic library services, which greatly accelerates the development of this field. This …