Purpose Following the hierarchy-of-effects model, this study aims to propose a two-step
process framework to investigate social media post efficacy via attraction and likes …

Many companies are using social media as emerging marketing channels in hopes of
encouraging engagement by customers. This study explored the effect of multiple social …

Purpose–The purpose of this study is to explore the general and specific gratifications
obtained from using microblog and WeChat. Design/methodology/approach–To shed light …

Purpose The purpose of this study is to unpack the antecedents and consequences of
clickbait prevalence in online media at two different levels, namely,(1) Headline-level: what …

WeChat, an instant messaging app, is considered a mega app because of its dominance in
terms of use among Chinese smartphone users. Little is known, however, about its …

Purpose The rise of social media has gained increasing attention in recent years; however,
few studies have focused on social media users' specific behavior and subjective well …

WeChat official accounts attract huge traffic and have an extremely high marketing value.
However, as the number of accounts on the platform increases, a new concern for the …

Clicking the like button is a popularly used interaction function on social media. Although
prior empirical studies have examined motives for liking behavior on social media, they have …

WeChat is a mobile instant text and voice messaging communication service and has
become an important social media platform in China. The objectives of this article are to …

As social media use continues to increase, consumers are beginning to experience social
media fatigue leading to concern among marketers about the efficacy of the channel. This …