Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty
Customer engagement is a key metric for gauging brands' social media success. Luxury
fashion brands increasingly use social media to connect with customers. This paper tests a …
fashion brands increasingly use social media to connect with customers. This paper tests a …
The interaction effect of emoji and social media content on consumer engagement: A mixed approach on peer-to-peer accommodation brands
This study examines how the interaction between emoji (emotional vs semantic) and social
media content (aesthetic experience vs promotion) influences consumer engagement in …
media content (aesthetic experience vs promotion) influences consumer engagement in …
Influencers'“organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty
Despite the growing importance of influencers' word‐of‐mouth through audiovisual content,
little is known about its effect on consumers' brand evaluation, purchase intentions, and …
little is known about its effect on consumers' brand evaluation, purchase intentions, and …
How e-WOM influences consumers' purchase intention towards private label brands on e-commerce platforms: Investigation through IAM (Information Adoption Model) …
The rapid growth of technology has given rise to a form of communication unknown to the
business world ie “electronic word of mouth”(e-WOM), which is considered to be an ideal …
business world ie “electronic word of mouth”(e-WOM), which is considered to be an ideal …
Short video marketing: what, when and how short-branded videos facilitate consumer engagement
X Dong, H Liu, N Xi, J Liao, Z Yang - Internet Research, 2023 - emerald.com
Purpose This study explores whether and how four main factors of short-branded video
content (content matching, information relevance, storytelling and emotionality) facilitate …
content (content matching, information relevance, storytelling and emotionality) facilitate …
Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity
In an investigation of social media ad endorsers' successful effects, this study examines
congruity effects between endorser type (celebrity vs. social media influencer [SMI]) …
congruity effects between endorser type (celebrity vs. social media influencer [SMI]) …
Anthropomorphism in CSR endorsement: A comparative study on humanlike vs. cartoonlike virtual influencers' climate change messaging
In recent years, a new form of influencer marketing, led by virtual ambassadors has
appeared. Motivated by virtual influencers'(VI) potentials as corporate social responsibility …
appeared. Motivated by virtual influencers'(VI) potentials as corporate social responsibility …
Human versus virtual influencer: The effect of humanness and interactivity on persuasive CSR messaging
Virtual influencers (VIs) are computer-generated avatars whose purpose is to exert
influences on social media. The unique features of VIs have the potential to overcome …
influences on social media. The unique features of VIs have the potential to overcome …
Understanding hedonic and utilitarian responses to product reviews on youtube and purchase intention
YouTube has become popular among consumers as an information preference in the
decision-making process within the social commerce environment. YouTubers share …
decision-making process within the social commerce environment. YouTubers share …
Virtual influencers versus real influencers advertising in the metaverse, understanding the perceptions, and interactions with users
M Haikel-Elsabeh - Journal of Current Issues & Research in …, 2023 - Taylor & Francis
Influencer marketing is developing at a fast pace. The metaverse offers new possibilities for
brands to initiate influencer marketing. This study employs a qualitative approach. In total …
brands to initiate influencer marketing. This study employs a qualitative approach. In total …