With the rapid development of the Internet and new media, the enormous data from social
media and other public platforms have attracted increasing attention to user behavior …

Current societies are based on huge flows of information and knowledge circulating on the
Internet, created not only by traditional means but by all kinds of users becoming producers …

Purpose The study of the antecedents to loyalty is of great interest to both academics and
professionals in the context of fashion consumption. The purpose of this paper is to define a …

The global market is experiencing stagnation and recession in the “untact era”, and the
emergence of the metaverse provides platform support and presents a new paradigm. This …

Social networks have become crucial communication channels for brands through
awareness, engagement, and word of mouth. Instagram is firmly positioned as a direct …

It is essential to conduct research in the field of “The Impact of Social Media Marketing on
Consumer Behavior,” particularly in the fast-paced and competitive environment of the …

Purpose This study aims to analyze the content on corporate social responsibility (CSR) of
Gucci, Prada and Ermenegildo Zegna on the social networks Instagram, Facebook and …

Digital media marketing and celebrity endorsement have a significant impact on consumer
purchase intent. The digital media marketing tools give marketers a competitive advantage …

Purpose This paper aims to increase the understanding of luxury brands' branded content
strategies concerning follower's engagement generated or not by happiness and well-being …

Utilizing the uses and gratifications theory (U&G), this study hypothesized the impact of
various factors on the attitudes of individuals toward social media platforms and brands, as …