People worldwide are largely engaged and attached with the web 2.0 technology and Social
media platforms. By the same token, businesses start looking at such technologies as …

Purpose In “Social media's slippery slope: challenges, opportunities and future research
directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to …

Social media influencer marketing has recently received significant attention. Many studies
have explored the parasocial relationship (PSR) formation between influencers and …

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

In this era, social media platform is integrated into the marketing strategy. This new
technology sets out new mechanisms and communication tools that companies can rely on …

The influence of perceived social media marketing elements on consumer–brand engagement
and brand knowledge | Emerald Insight Books and journals Case studies Expert Briefings …

Purpose This study aims to present a retrospective of the Journal of Research in Interactive
Marketing (JRIM) on its 15th anniversary. The retrospective includes an analysis of JRIM's …

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 …

Purpose This study explores some central questions related to the connections between
social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the …