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Do fake followers mitigate influencers' perceived influencing power on social media platforms? The mere number effect and boundary conditions
The rapid advancement of influencer marketing in today's digitalization era has led to
marketers partnering with social media influencers to seed information and influence …
marketers partnering with social media influencers to seed information and influence …
Digital consumer engagement in a social network: A literature review applying TCCM framework
Nowadays, digital consumer engagement has proliferated like never before. Consumers can
now interact with a business, company, or brand through technology, making it easier for …
now interact with a business, company, or brand through technology, making it easier for …
Meme marketing on social media: the role of informational cues of brand memes in sha** consumers' brand relationship
YC Shen, CT Lee, WY Lin - Journal of Research in Interactive …, 2024 - emerald.com
Purpose The proliferation of digital communication on social media provides new
opportunities for businesses to take advantage of Internet memes to boost customer …
opportunities for businesses to take advantage of Internet memes to boost customer …
The influence of intrinsic and extrinsic motivational factors on e-WOM behaviour: The role of psychological impact during the time of COVID-19 crisis
This investigation unearths the trait antecedents of intrinsic and extrinsic motivational drivers
and their consequences on attitude towards e-WOM of social mobile app users. Additionally …
and their consequences on attitude towards e-WOM of social mobile app users. Additionally …
Can self-presentation on social media increase individuals' conspicuous consumption tendency? A mixed-method empirical study on WeChat in China
Y Lu, T Zhao, S Song, W Song - Journal of Theoretical and Applied …, 2024 - mdpi.com
Previous studies have mainly focused on the impact of social media self-presentation on
individuals' happiness and mental health, whereas few have attended to its potential …
individuals' happiness and mental health, whereas few have attended to its potential …
Driving consumer engagement for digital payment brands: Content strategy on instagram
The purpose of this two-part mixed-methods based study is to understand the effect of
content characteristics of brand-posted social media content on consumer engagement in …
content characteristics of brand-posted social media content on consumer engagement in …
How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook
Brands are increasingly required to be 'woke'and communicate their stance on various
divisive sociopolitical issues and to do so particularly on social media platforms. However …
divisive sociopolitical issues and to do so particularly on social media platforms. However …
How do firms use virtual brand communities to improve innovation performance? Based on consumer participation and organizational learning perspectives
J Zheng, R Liu, R Zhang, H Xu - European Journal of Innovation …, 2022 - emerald.com
Purpose In the context of virtual brand communities (VBCs), based on self-determination
theory and organizational binary learning (OBL) theory, this study investigates the direct and …
theory and organizational binary learning (OBL) theory, this study investigates the direct and …
[HTML][HTML] When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand Preference
T Zhao, Z Liang, Y Du, E Huang, Y Zou - Journal of Theoretical and …, 2024 - mdpi.com
Every interaction between a brand and its consumers can shape their brand attitudes and
purchase decisions. Brand rejection is the rejection or neglect that consumers experience …
purchase decisions. Brand rejection is the rejection or neglect that consumers experience …
Beyond the “like” button: ideal social self-congruity's role in sha** consumer behaviors on social media
Purpose This study leverages theories of social influence to explore how “likes” for
consumption-related content on social media fulfill consumers' needs for social acceptance …
consumption-related content on social media fulfill consumers' needs for social acceptance …