Academic interest in brand community research has burgeoned in the past two decades.
Despite its importance, there has been a paucity of effort in reviewing the growing research …

The dynamic, ubiquitous, and often real-time interaction enabled by social media
significantly changes the landscape for brand management. A deep understanding of this …

As digital and social media continue to grow in terms of usage and advertising expenditures,
the advertising industry has been forced to develop innovative strategies. One such strategy …

Purpose The purpose of this paper is to propose the concept of conviction in online
environment. It examines the vital role of conviction and firm's brand reputation while …

Applying uses and gratifications theory (UGT), this study examined consumers' use of one of
four social networking sites (SNSs): Facebook, Twitter, Instagram, or Snapchat, for following …

Content analysis of in-person interviews with luxury shoppers in Paris identified 11 discrete
social media engagement behaviors. Findings indicate that consumer engagement …

Purpose Understanding customers is critical for service researchers and practitioners.
Today, customers are increasingly active online, and valuable information about their …

The creation of identity, in terms of both consumer identity and brand identity, is a core topic
in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part …

Researchers and brand managers have limited understanding of the effects social media
communication has on how consumers perceive brands. We investigated 504 Facebook …

Brand communities and social media often overlap. Social media is an ideal environment for
building brand communities. However, there is limited research about the benefits and …