Social media marketing for luxury brands: parasocial interactions and empowerment for enhanced loyalty and willingness to pay a premium
Purpose This research aims to unravel the intricate relationship between luxury brands'
social media marketing strategies (ie communication and engagement) and their impact on …
social media marketing strategies (ie communication and engagement) and their impact on …
Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions–a multivariate mediation analysis
Purpose The purpose of this study is to explore the comparative effects of mainstream
celebrities and social media influencers on consumer advocacy and relationship intentions …
celebrities and social media influencers on consumer advocacy and relationship intentions …
How do perceived social media marketing activities foster purchase intentions? A multiple sequential mediation model
This study aims to explain the linkage between perceived social media marketing activities
(SMMAs) and purchase intentions through the mediating effects of brand trust, brand …
(SMMAs) and purchase intentions through the mediating effects of brand trust, brand …
Social media marketing activities and luxury fashion brands in the post-pandemic world
Purpose Social media has broadened the scope of luxury brand marketing and has
emerged as a salient tool for Internet marketing campaigns in the post-pandemic world …
emerged as a salient tool for Internet marketing campaigns in the post-pandemic world …
[HTML][HTML] Social media platforms and user engagement: A multi-platform study on one-way firm sustainability communication
There have been multiple research studies in recent days that have analyzed the growing
role of social media in firms' communication strategy as well as the role of social media in …
role of social media in firms' communication strategy as well as the role of social media in …
Managing Industrial Innovation Communications on Social Media Platforms for Effective User Engagement
The enormous presence of users over social media platforms (SMPs) has been harnessed
by B2B marketers and researchers across the innovation process. However, limited …
by B2B marketers and researchers across the innovation process. However, limited …
Social media marketing elements, purchase intentions, and cultural moderators in fast fashion: Evidence from Jordan, Morocco, and Spain
The fast fashion business is becoming more reliant on social media marketing (SMM) as
SMM enables larger data collection and communication between the brand and its …
SMM enables larger data collection and communication between the brand and its …
[图书][B] Strategi Pengelolaan Aktivitas Pemasaran di Media Sosial
Page 1 STRATEGI PENGELOLAAN Aktivitas Pemasaran di Media Sosial Page 2 Sanksi
Pelanggaran Pasal 113 Undang-Undang No. 28 Tahun 2014 Tentang Hak Cipta 1. Setiap …
Pelanggaran Pasal 113 Undang-Undang No. 28 Tahun 2014 Tentang Hak Cipta 1. Setiap …
How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics
Y Zhang, C Liu, C Lang - Journal of Marketing Analytics, 2024 - Springer
Fashion brands including luxury brands are embracing TikTok to access young consumers,
but there is a notable absence of research on how luxury fashion brands can leverage …
but there is a notable absence of research on how luxury fashion brands can leverage …
[HTML][HTML] From groups to communities: A resource mobilization theory perspective on the emergence of communities
Groups and communities have been key topics in the information systems (IS) research
agenda. While communities are assumed to emerge at the intersection of overlapping …
agenda. While communities are assumed to emerge at the intersection of overlapping …