Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus
The widespread use of social media as a marketing tool during the last decade has been
responsible for attracting a significant volume of academic research, which, however, can be …
responsible for attracting a significant volume of academic research, which, however, can be …
Social media influencers and consumer engagement: A review and future research agenda
The rise of social media influencers (SMIs) in the recent decade garnered wide interest from
academicians and marketers. Academicians try to understand the effect of influencers on …
academicians and marketers. Academicians try to understand the effect of influencers on …
Someone out there? A study on the social presence of anthropomorphized chatbots
Companies are increasingly employing text-based chatbots as a time and cost-efficient way
to interact with customers. While companies begin to explore anthropomorphic chatbot …
to interact with customers. While companies begin to explore anthropomorphic chatbot …
The interaction effect of emoji and social media content on consumer engagement: A mixed approach on peer-to-peer accommodation brands
This study examines how the interaction between emoji (emotional vs semantic) and social
media content (aesthetic experience vs promotion) influences consumer engagement in …
media content (aesthetic experience vs promotion) influences consumer engagement in …
To engage or not engage? The features of video content on YouTube affecting digital consumer engagement
Popularity on YouTube is an important metric for influencers and brands. It is linked to video
relevance, content, and features that attract audience attention and interest. We present and …
relevance, content, and features that attract audience attention and interest. We present and …
[HTML][HTML] Growth of digital brand name through customer satisfaction with big data analytics in the hospitality sector after the COVID-19 crisis
This study examines the best practices for the optimization of the corporate digital brand
name by taking into consideration customers' behavioral big data and web analytics. In the …
name by taking into consideration customers' behavioral big data and web analytics. In the …
Hallmarks and potential pitfalls of customer‐and consumer engagement scales: A systematic review
Multiple scales measuring a customer's, or consumer's, engagement (CE) with a brand or
specific brand elements (eg, advertising/social media content) have been proposed in the …
specific brand elements (eg, advertising/social media content) have been proposed in the …
Designing marketing content for social commerce to drive consumer purchase behaviors: A perspective from speech act theory
F Wang, H Xu, R Hou, Z Zhu - Journal of retailing and consumer services, 2023 - Elsevier
With the emergence of content-driven social commerce, designing marketing content that
better stimulates consumer purchase behaviors has become increasingly essential …
better stimulates consumer purchase behaviors has become increasingly essential …
Social media influencers' community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation
Purpose Drawing on insights from social influence theory, the MAIN model of digital media
affordances and the literature on the attention economy, this study aims to investigate how …
affordances and the literature on the attention economy, this study aims to investigate how …
Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of social media engagement choices
To enhance our understanding of consumer engagement with social media brand posts, this
research explores the underlying mechanisms driving consumer engagement choices with …
research explores the underlying mechanisms driving consumer engagement choices with …