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Social media in marketing: A review and analysis of the existing literature
People worldwide are largely engaged and attached with the web 2.0 technology and Social
media platforms. By the same token, businesses start looking at such technologies as …
media platforms. By the same token, businesses start looking at such technologies as …
Develo** the integrated marketing communication (imc) through social media (sm): the modern marketing communication approach
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 …
marketing communication channel, as it becomes the need of the hour, as it determines …
The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention
Despite the growing interest in digital influencers as a brand communication tool in recent
years, much remains to be explored to understand how they can build a bond with their …
years, much remains to be explored to understand how they can build a bond with their …
The web of influencers. A marketing-audience classification of (potential) social media influencers
This study aims to integrate the literature on social media influencers into a framework that
classifies (potential) social media influencers and highlights their features. Previous …
classifies (potential) social media influencers and highlights their features. Previous …
Instagram influencers: The role of opinion leadership in consumers' purchase behavior
Instagram has gained momentum in influencer marketing for cosmetic products. This study
aims to examine the antecedents of social media opinion leadership and its effects on …
aims to examine the antecedents of social media opinion leadership and its effects on …
What makes fashion consumers “click”? Generation of eWoM engagement in social media
Purpose The purpose of this study is to investigate the perceived exposure of fashion
consumers to different types of fashion brands' social media marketing (SMM) actions in …
consumers to different types of fashion brands' social media marketing (SMM) actions in …
[HTML][HTML] Exploring the consequence of social media usage on firm performance
This study aims to identify the consequence of social media usage on firm performance. To
this end, it proposes a conceptual map that shows promising linkages between the maturity …
this end, it proposes a conceptual map that shows promising linkages between the maturity …
Integrating social media within an integrated marketing communication decision-making framework
The reported failure of organisations to successfully implement social media (SM) within
marketing communications is likely to result in competitive disadvantage. An exploratory …
marketing communications is likely to result in competitive disadvantage. An exploratory …
Beyond the basics: Exploring the impact of social media marketing enablers on business success
P Singh - Heliyon, 2024 - cell.com
In today's fast-paced world, social media marketing is crucial for businesses. However, many
Saudi Arabian organizations need more skills and resources to use this strategy effectively …
Saudi Arabian organizations need more skills and resources to use this strategy effectively …
Exploring and evaluating success factors of social media marketing strategy: a multi-dimensional-multi-criteria framework
Purpose Today, social media is counted as an integral part of marketing strategies, which
has led to a paradigm change in this field. As reported, social media marketing has been …
has led to a paradigm change in this field. As reported, social media marketing has been …