In response to a recent call to better understand the drivers of self-expressive consumption;
this review examines the latest relevant research to identify two broad classes of benefits of …

Across the globe, companies increasingly use social media-based brand communities
(SMBBC) to facilitate customer engagement (CE). This study clarifies the relationship …

The current research examines why and how Generation Z and Millennials engage with
Instagram Stories and how user engagement is associated with emotions and psychological …

Online brand communities are gaining traction in the development of marketing strategy, but
it is unclear how the dominant group of users, the millennials, is being targeted with the …

This study aims to investigate the influence of firm-generated content (FGC) on Carrefour's
consumer-based brand equity (CBBE) within the Middle Eastern context, with a particular …

Snapchat AR ad lens is one of the highly engaging and interactive ads among the plethora
of social media advertising formats. Applying the uses and gratifications (U&G) theory and …

The present research investigates how masstige strategies affect consumers' attitudes
toward masstige and their intention to purchase masstige brands. An exploratory qualitative …

This investigation unearths the trait antecedents of intrinsic and extrinsic motivational drivers
and their consequences on attitude towards e-WOM of social mobile app users. Additionally …

Current business statistics and extant academic research stress the importance of influencer
marketing. In 2019, the YouTube beauty community witnessed the largest product launch in …

User engagement, a key factor in the success of social media platforms, has long been
based on permanent content. A recent paradigm shift in platform design has led large social …