Consumer-brand engagement on social media is a widely studied research topic with high
relevance for marketing practitioners. However, the discipline is affected by a conceptual …

Social media can be an effective tool to foster values and lifestyles such as physical activity.
However, it is still largely unknown what type of social media information helps to promote …

This bibliometric study comprehensively analyses the scholarly landscape surrounding
Online-to-Offline (O2O) commerce from 2006 to 2023. Through a systematic review of …

Despite a growing body of research that has investigated the impacts of social effect on the
amount pledged in crowdfunding, some questions remain unclear. How does herding …

Buku referensi ini menjelaskan secara komprehensif mengenai Perilaku Konsumen dalam
konteks era digital di Indonesia saat ini. Topik yang dibahas secara runtut mulai dari …

İlerleyen teknolo**in de yardımıyla oluşan yeni iletişim çevresinde sosyal medya,
kullanıcılarının bilgi ve tecrübelerini paylaştığı sanal bir platform olarak tanımlanabilir …

Celebrities around the world have huge followers who trust their words and experiences.
Marketing with the involvement of celebrities act as aristocracy in increase consumers …

Drawing on social presence theory, this experimental research investigates how personified
tone-of-voice that brands frequently employ for their social media interactions can increase …

Abundant empirical evidence supports the overall efficacy of social norms as a strategy to
induce behavior change. However, very few studies examine how the effect of social norms …

The purpose of this research is to analyze the influence of social media marketing on small
market purchase decisions and to analyze the influence of the store environment on small …