We present a review of N= 45 studies, which deals with the effect of characteristics of social
media content (eg, topic or length) on behavioral engagement. In addition, we reviewed the …

Directly engaging consumers with brand messages (posts) is one advantage of social
networking sites. Using consumer engagement as a theoretical framework, the current study …

This study aims to establish actionable guidelines and provide strategic insights as a means
of increasing the social media effectiveness of consumer brands. Post-related factors in …

Drawing on the services marketing and sharing economy literature, the study identifies the
leading reputational attributes that boost popularity in sharing economy platforms. As …

The rise of social media offered new channels of communication between a government and
its citizens. The social media channels are interactive, inclusive, low-cost, and …

Purpose The purpose of this paper is to understand the use of Facebook by Israeli party
leaders during an election period by examining four elements: the type of Aristotelian …

Purpose This study aims to propose a novel mirroring digital content marketing (MDCM)
framework that extends the current consumer-based digital content marketing (DCM) …

This article details an eclectic bibliometric method to study brand personality, identifying
theoretical buildings and possible emerging research topics across marketing science fields …

Social media has become a strategic tool for businesses and nonprofit organizations to
connect with audiences. However, no comprehensive framework exists to support the …

Customer engagement is seen as a central measure of marketing effectiveness on social
media; yet, very little is known about the factors that drive it. This research focuses on …