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 …

TikTok has implemented e-commerce functions, such as short video media, images, and
livestreaming for selling products, that make it a social commerce platform. As an emerging …

Value co-creation has emerged as a critical challenge for fashion brands in the age of social
media. Despite its importance, scholars have not adequately explored the role of social …

Consumers increasingly interact with multimedia posts shared by peers on social media
(SM) platforms. Drawing upon service-dominant logic (SDL) and the information adoption …

The COVID-19 pandemic has disrupted the customers habits of purchasing as well as
shop** behaviours. This study seeks to develop an integrated model of the critical role of …

A growing number of enterprises begin to utilize user-generated content (UGC) to help build
brand awareness and loyalty on social media platforms. Thus, it is important to investigate …

The growing social media use worldwide has encouraged researchers to research on how
and why it is adopted. However, the majority of studies have focused on the individual rather …

To enhance social media users' shop** experiences, social media platforms launched an
online shop** feature–the checkout button–allowing users to browse new products …

To reduce the negative impacts of the COVID-19 pandemic, local government officers
conducted live streaming to sell and endorse local products. Understanding factors and …

The main purpose of this paper was to explore the effect of social media marketing activities
(SMMAs) on brand equity (BEQ) through a moderated mediation analysis of brand …