With fast-growing technology, online social networks (OSNs) have exploded in popularity
over the past few years. The pivotal reason behind this phenomenon happens to be the …

Organizations continue to make investments in social media with the hope that it will help
their sales force in improving engagement with customers. The academic literature on social …

Influencer marketing is prevalent in firm strategies, yet little is known about the factors that
drive success of online brand engagement at different stages of the consumer purchase …

What are the effects of a brand's owned social media? This meta-analysis examines the
impact of owned social media on social media engagement and sales. Whereas the findings …

How can we know what stakeholders think and feel about brands in real time and over time?
Most brand reputation measures are at the aggregate level (eg, the Interbrand “Best Global …

Despite the demonstrated importance of customer sentiment in social media for outcomes
such as purchase behavior and of firms' increasing use of customer engagement initiatives …

In business markets, firms operating in developing economies deal with burgeoning use of
the internet, new electronic purchase methods, and a wide range of social media and online …

While research has successfully linked social media to separate customer metrics, an in-
depth conceptual and empirical understanding of how social media affects the stages of the …

The rise of unstructured data (UD), propelled by novel technologies, is reshaping markets
and the management of marketing activities. Yet these increased data remain mostly …

In their quest for retaining or enhancing their overall brand equity, firms engage with their
customers. This study investigates if brand engagement blossoms in brand love and the …