With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …

Utilizing social media celebrities as a communication channel has become a strategic
practice for many organizations. By using the concepts of celebrity endorsement and …

While a majority of the US population uses the Internet to seek product information for
purchasing decisions, US Census (2017) shows only a small portion of actual retail sales …

Purpose The purpose of this paper is to identify the antecedents and consequences of social
media fashion influencer's (SMFI) diffusion of fashion information. This study proposes and …

The purpose of this study has two parts: a) to investigate how fashion brands use Instagram
as a marketing tool, and b) to identify factors of Instagram posts influencing followers' …

Purpose Contemporary practitioners of content marketing (CM) often suggest their discipline
is an ancient one, yet mainly limit its origins to the custom-published magazines of the late …

With the increasing popularity of social media, consumers are increasingly generating and
sharing content, facilitating the growth of social commerce sites. Studies have explored the …

Purpose This paper aims to examine the influence of different self-presentation strategies
(cultural, personal and informational posts) and interactivity on luxury brands' social media …

The purpose of this study is to investigate how companies manage relationships with publics
on social media. Based on the concepts of functional and contingency interactivity, the study …

Purpose Following a report released by the UK Parliament's Public Accounts Committee,
multinational corporations like Starbucks, Google, and Amazon found themselves in a …