Nowadays, digital consumer engagement has proliferated like never before. Consumers can
now interact with a business, company, or brand through technology, making it easier for …

This study examines how brand communication influences consumer‐based brand equity
(BEQ) through social networking sites in the presence of brand attachment (BAT) as a …

The purpose of the study is to investigate how environmental concern, eco-labelling,
influencers and user-generated content affect Generation Z's green purchase intention. The …

Popularity on YouTube is an important metric for influencers and brands. It is linked to video
relevance, content, and features that attract audience attention and interest. We present and …

Virtual influencer marketing: the good, the bad and the unreal | Emerald Insight Books and
journals Case studies Expert Briefings Open Access Publish with us Advanced search Virtual …

Achieving the goal of carbon neutrality and carbon peak as scheduled puts forward new
demands for the green transition of low-carbon lifestyle in Chinese society. In-depth practice …

The COVID-19 pandemic has impacted business operations in every industry and sector
around the world. Scholars, practitioners and policymakers continue to engage in …

Instagram is a social media platform that has quickly evolved from a photo-sharing
application to a successful marketing tool. It holds various business opportunities, and its …

Understanding the social influence of user‐generated content (UGC) to create social brand
engagement (SBE) through social media has become a topic of major interest for both …

Digital content marketing (DCM) has been found to be effective in engaging consumers with
brands, particularly on social media. Complementing DCM pursuits with social media …