The role of social media content format and platform in users' engagement behavior
H Shahbaznezhad, R Dolan… - Journal of Interactive …, 2021 - journals.sagepub.com
The purpose of this study is to understand the role of social media content on users'
engagement behavior. More specifically, we investigate:(i) the direct effects of format and …
engagement behavior. More specifically, we investigate:(i) the direct effects of format and …
Followers' engagement with instagram influencers: The role of influencers' content and engagement strategy
Influencer marketing has emerged as an effective approach for brands to connect with
customers through social media influencers. Although influencer marketing has attracted …
customers through social media influencers. Although influencer marketing has attracted …
[HTML][HTML] Visual communication and consumer-brand relationship on social networking sites-uses & gratifications theory perspective
In the present time of web-based social networking, visual communication assume a key job
in business and public communication. Social networking with its astute features has the …
in business and public communication. Social networking with its astute features has the …
Content is king–But who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses
J Müller, F Christandl - Computers in human behavior, 2019 - Elsevier
Despite a growing focus on content marketing as a modern marketing tool, research on it is
sparse. Missing completely is a comparison of content marketing with other forms of content …
sparse. Missing completely is a comparison of content marketing with other forms of content …
Becoming TikTok famous: Strategies for global brands to engage consumers in an emerging market
This study examines the effects of content characteristics (ie, informational and emotional
characteristics), language, and nonverbal information on social media engagement (SME; …
characteristics), language, and nonverbal information on social media engagement (SME; …
[HTML][HTML] Driving marketing outcomes through social media-based customer engagement
Firms recognize the increasing potential of digital services to enhance customer
engagement behaviors. Drawing on customer engagement and user gratification theory, two …
engagement behaviors. Drawing on customer engagement and user gratification theory, two …
The role of content marketing in social media content communities
C Du Plessis - South African Journal of Information Management, 2017 - journals.co.za
Background: Content marketing has become a leading marketing technique in digital
marketing communication and uses the point of view of consumers to build relationships by …
marketing communication and uses the point of view of consumers to build relationships by …
Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization
This article investigates the factors that affect consumers' attitudes towards Instagram
advertisements in Egypt. Furthermore, it studies the effect of consumers' attitudes towards …
advertisements in Egypt. Furthermore, it studies the effect of consumers' attitudes towards …
Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts
Purpose The purpose of this study is to identify the customer perceptions of social media
brand post characteristics that drive consumer engagement with the brand post …
brand post characteristics that drive consumer engagement with the brand post …
Implementing social media marketing strategically: an empirical assessment
The purpose of this study is to examine how firms implement social media systematically to
drive strategic marketing actions. To this end, the study conceptualises social media …
drive strategic marketing actions. To this end, the study conceptualises social media …