Globalization and rapid advancements in communication technologies have changed the
way people throughout the world communicate with one another. Social media has grown in …

Social media has recently gained tremendous fame as a highly impactful channel of
communication in these modern times of digitised living. It has been put on a pedestal …

Purpose Mobile social media (MSM), an interaction, exchange of information and creation of
user-generated content, mediated by mobile devices, is becoming the locomotive that drives …

Purpose During the COVID-19 crisis, diversified attitudes and behaviors of structural
equation modeling (SME) retailers were observed in using social media marketing that …

The paper presents the results of a study on social media experience of consumers and
marketers in the State of Punjab. The study is based upon two parallel surveys-one for …

Nowadays, many firms are exploiting the social media tools in order to attract consumers by
participating and/or engaging in a collaborative online social environment. Social commerce …

The importance of social media is evident, as millions of people use it to connect with others,
share content and discuss different topics. Although it is clear that social media is powerful …

As social network use continues to increase, an important question for marketers is whether
consumers' online shopping activities are related to their use of social networks and, if so …

There have been numerous studies on the adoption of social media among individuals as
well as organizations. Nevertheless, most of these studies were conducted in developed …

Despite the growing usage of social media, little evidence exists of academic research
which explores the potential of social media as a marketing and communication tool by …