Although social media use is gaining increasing importance as a component of firms'
portfolio of strategies, scant research has systematically consolidated and extended …

Purpose This research aims to explore the impact of social media marketing (SMM) activities
on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand …

The use of the internet and social media have changed consumer behavior and the ways in
which companies conduct their business. Social and digital marketing offers significant …

Despite promising conceptual developments in value co-creation and consumer-brand
engagement (CBE), the scholarly attention afforded to the importance of social media …

Consumer-brand engagement on social media is a widely studied research topic with high
relevance for marketing practitioners. However, the discipline is affected by a conceptual …

Purpose This paper studies the relationships among consumers' perceptions of brand
personality, consumers' brand attitudes and brand-owned social media content marketing …

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 …

Purpose Digital engagement with advertising remains challenging for marketers. This
research examines “being hooked” as the mechanism of narrative transportation associated …

Purpose Customer engagement (CE) as a domain of research started gaining impetus when
it became apparent that it can be a key driver of a firm's performance, competitive advantage …

Purpose This study assessed the effect of photo themes to facilitate social media user
engagement in Facebook brand pages and emphasized the important role of designing …