The main purpose of this paper was to explore the effect of social media marketing activities
(SMMAs) on brand equity (BEQ) through a moderated mediation analysis of brand …

Moving on to Vol. 10, this year (2021), we remained focused on the strategic orientation on
exploring how organizations and individuals can do better and contribute in achieving …

This study aims to investigate the influence of firm-generated content (FGC) on Carrefour's
consumer-based brand equity (CBBE) within the Middle Eastern context, with a particular …

Recent marketing research focuses on social media marketing as an essential tool for
companies to fully utilise particularly with the increase of online and home-based …

This study aims to understand the impact of perceived values of digital content marketing
(DCM) on consumer's experiential evaluations. It also explores the impact of consumer's …

In today's fast-paced world, social media marketing is crucial for businesses. However, many
Saudi Arabian organizations need more skills and resources to use this strategy effectively …

Introduction: This study investigates trust's impact on consumer buying decisions and trust
levels within e-commerce, shedding light on trust antecedents and their role in shaping …

Considering the increased interest in the role of Social Media Marketing (SMM) of fast-food
brands in encouraging purchase decisions, the current study introduced the stimulus …

This study draws on the Gender Schema Theory, Technology Acceptance Model (TAM),
Uses and Gratifications Theory (U&G), and Social Cognitive Theory (SCT) to explore how …

The COVID-19 pandemic severely impacted tourism globally, requiring adaptation of the
green tourism supply chain in developing countries including Zimbabwe. More so, green …