With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …

The rise of social media influencers (SMIs) in the recent decade garnered wide interest from
academicians and marketers. Academicians try to understand the effect of influencers on …

The growth in luxury consumption has fuelled interest in understanding consumer
perceptions of luxury brands, particularly with the escalation of social media usage. This …

Driving consumer–brand engagement and co-creation by brand interactivity | Emerald Insight
Books and journals Case studies Expert Briefings Open Access Publish with us Advanced …

Purpose The use of social media and information exchange increased during Covid-19
pandemic because people are isolated and working from home. The use of social media …

Purpose The purpose of this paper is to develop and empirically test a research model
examining the impact of five social media marketing (SMM) elements–entertainment …

This paper investigates the antecedents and consequences of electronic word of mouth
(eWOM) credibility using a meta-analysis technique. The extant literature provides …

Companies use social media to foster ongoing relationships with customers. One specific
way companies do this is by fostering brand communities through fan pages on social …

Abstract Taking Xianyu (Taobao second-hand platform) for an example, this study proposes
a framework to identify the integrative effect of community and e-commerce on building the …

Social media live streaming, in the form of live video and user stories, is widely used by
influencers, organisations and individuals to connect with their audiences. Its popularity is …