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 …

Purpose The purpose of this paper is to investigate the effect of brand's social media
marketing efforts and individual's online social interaction propensity on various levels of …

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 …

Social-media marketing has attracted increasing attention from marketers, being regarded
as one of the most important channels to communicate information about brands to …

The purpose of this study is to explore the impact of social media's features (ie,
entertainment, usefulness, informativeness and irritation) toward consumers' attitude toward …

Social media influencers have proved to be a major influence on customers' purchasing
decisions, especially with the increased usage of social media platforms. Social media …

The aim of this study was to explore the effects of the antecedents of social media marketing,
brand loyalty and purchase intention. Furthermore, the study aims at investigating the effect …

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 …

Özet Bu araştırmanın amacı, sosyal medya pazarlama aktivitelerinin marka bilinirliğine,
marka imajına ve marka sadakatine etkisini incelemektir. Buna ek olarak, araştırmada …

Purpose This paper studies the relationships among consumers' perceptions of brand
personality, consumers' brand attitudes and brand-owned social media content marketing …