The increased usage of social media forced the brands to integrate social media in their
marketing communication channel, as it becomes the need of the hour, as it determines …

Outside-in marketing is a powerful driver of superior firm performance, especially for firms in
dynamic, competitive markets. The use and application of outside-in marketing has …

Purpose This paper investigates the impact of brand interactivity within social media on
consumer–brand engagement and its related outcomes, including consumers' intention of …

The considerable marketing potential brought by the rapid growth of social media has been
extensively examined in the literature, particularly in terms of the impact of influencers' …

Communication with target prospects results cost to the company. In this highly competitive
environment all marketers work on cutting cost. They try to allocate their marketing budget …

Purpose This study aims to examine the impact of social media marketing (SMM) efforts,
including entertainment, customisation, interaction and trendiness via WeChat, on …

This study seeks to clarify the antecedents and consequences of trust and commitment
within the brand fan page context on Facebook, examining a sample of 210 respondents …

This study investigates which characteristics of the social media posts of small firms in
Tasmania, Australia elicit higher levels of consumer engagement. Results from an analysis …

Now in its second edition, this textbook explores the continuing transformation of advertising,
sales promotion, and public relations functions within the marketing discipline. The content …

Purpose This study aims to explore why and how business-to-business (B2B) companies
use social media and which users and stakeholders they communicate with …