Purpose The purpose of this research is to investigate the influence of perceived social
media marketing activities on consumer-based brand equity, mainly predicated on the SOR …

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 key objective of this research was to test the role of social media marketing features
(interactivity, perceived relevance, entertainment, and informativeness) in affecting brand …

Today about 2 billion people are on social media. This made social media a community of 2
billion people. This revolutionized medium of communication and marketing for the brands …

The aim of the research is to examine the effect of social media marketing activities on brand
awareness, brand image, and brand loyalty. In addition, it has been aimed to analyze the …

Purpose The present paper aims to explore the antecedents and consequences of social
media marketing (SMM) subsets on consumers' purchase intentions of Indonesian airline …

This research examines the relationship between social media marketing activities and
purchase intention mediated by trust and brand image to confirm the constructs with …

Purpose–The purpose of this paper is to: first, examine why companies create brand pages
in social media, how they use them, what policies and strategies they follow, and what …

Social media can be used at any time of the day and the easy accessibility of social media
thanks to mobile devices offers marketers great opportunities to reach consumers using …

This study aims to examine the influence of brand image as a mediator between social
media marketing activity and tourist intentions to visit tourist sites in Jordan. To test the …