Tourism organizations use social media to promote their destinations and attract new
customers. However, there is a challenge in how tourism organizations can choose or create …

The association between social media use and an individual's appearance dissatisfaction
has generated broad scholarly interests. This study explored the specific appearance …

Consumers are increasingly moving from traditional television to Over-The-Top (OTT)
streaming platforms. Although OTT platforms are widely used, people's interactions with …

This study attempts to understand the factors affecting usage intention, actual use,
satisfaction, perceived trust, and commitment to over-the-top (OTT) platforms. A research …

Social media influencers (SMIs) have a significant impact on consumer decisions, and
research in this area comprises a substantial portion of the literature. Despite marketing …

With the rapid development of the Internet and new media, the enormous data from social
media and other public platforms have attracted increasing attention to user behavior …

Abstract Utilising the Dual Factor theory, this study aims to investigate the factors that enable
and inhibit social media hoarding behaviour. Furthermore, we looked into the impact of …

The current study examines how video content on over-the-top (OTT) platforms and the
enjoyment from watching them form habits and word-of-mouth (WOM) intentions. We …

Content creators produce content around their interests, hobbies, and experiences and
distribute and monetize it on digital platforms. This study, informed by two-factor theory …

With the emergence of content-driven social commerce, designing marketing content that
better stimulates consumer purchase behaviors has become increasingly essential …