[PDF][PDF] The influence of social media investment on relational outcomes: A relationship marketing perspective
M Clark, J Melancon - International Journal of Marketing …, 2013 - pdfs.semanticscholar.org
Given that the majority of businesses are using social media as a marketing tool, this article
investigates whether social media actually contributes to building and maintaining …
investigates whether social media actually contributes to building and maintaining …
From social to sale: The effects of firm-generated content in social media on customer behavior
Given the unprecedented reach of social media, firms are increasingly relying on it as a
channel for marketing communication. The objective of this study is to examine the effect of …
channel for marketing communication. The objective of this study is to examine the effect of …
Fostering brand–consumer interactions in social media: the role of social media uses and gratifications
YS Qin - Journal of Research in Interactive Marketing, 2020 - emerald.com
Purpose An increasing number of brands are using algorithms to embed brand-related
content to targeted consumers' social media pages. This paper aims to analyze how do …
content to targeted consumers' social media pages. This paper aims to analyze how do …
The effect of social media communication on consumer perceptions of brands
B Schivinski, D Dabrowski - Journal of Marketing Communications, 2016 - Taylor & Francis
Researchers and brand managers have limited understanding of the effects social media
communication has on how consumers perceive brands. We investigated 504 Facebook …
communication has on how consumers perceive brands. We investigated 504 Facebook …
[PDF][PDF] Influence of social media marketing on consumer buying decision making process
P Prasath, A Yoganathen - SLIS Student research journal, 2018 - researchgate.net
Social media marketing puts consumers back to the center of the business world and
provides marketers a new set of tools to interact with consumers and to integrate them into …
provides marketers a new set of tools to interact with consumers and to integrate them into …
The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention
C McClure, YK Seock - Journal of retailing and consumer services, 2020 - Elsevier
This study examined the influence of consumer's brand familiarity and the information quality
of social media content on their involvement with a brand on the brand's social media pages …
of social media content on their involvement with a brand on the brand's social media pages …
How does social media advertising persuade? An investigation of the moderation effects of corporate reputation, privacy concerns and intrusiveness
M Rana, N Arora - Journal of Global Marketing, 2022 - Taylor & Francis
With the growing usage of the internet and smartphones, social media platforms have
become essential marketing and advertising tools in the present times. Marketing …
become essential marketing and advertising tools in the present times. Marketing …
Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation
The internet has changed the nature of shopping in the past two decades, which has
supported the proliferation of e-commerce sites and thus shopping has shifted to e …
supported the proliferation of e-commerce sites and thus shopping has shifted to e …
Social media marketing: a literature review and implications
This study carries out content analysis and systemizes articles on social media marketing in
the Web of Science database. Forty‐four studies were analyzed in accordance with a …
the Web of Science database. Forty‐four studies were analyzed in accordance with a …