Social media have strengthened the role of each consumer who have now multiple ways to
create content, through product reviews, and rates, for instance. These contents, also known …

In today's marketplace, social media advertising, such as Facebook ads, are an especially
valuable tool for small and medium-sized enterprises (SMEs), which are often financially …

In this study, I focused on whether Facebook wall posts or private messages create a higher
response rate from the receivers. First, I explain the background of internet communication …

With the unprecedented influence of social media, firms are increasingly relying on social
media as a channel for marketing interaction. While firm-generated content (FGC) has …

Social media platforms such as Facebook empower individual users to interact with
companies and with each other on company-managed business pages. Users can generate …

Research investigating the drivers of consumers' engagement with brands on social media
is proliferating. However, little is known about how advertising outside social media drives …

This research addresses an urgent contemporary problem within advertising and brand
management in the new era of social networks-how do companies act on social networking …

Advertising spending on social networking sites reached $41 billion in 2017, with the bulk
(67.9 percent) spent on Facebook (eMarketer, 2017). The value of social networking sites as …

Social media offers huge potential for corporate communication and branding activities.
However, due to the novelty of the research field, many mechanisms regarding …

Purpose–The purpose of this paper is to analyse Facebook brand posts along dimensions of
vividness, interactivity, novelty, brand consistency and content type and tests how these …