Background: Content marketing has become a leading marketing technique in digital
marketing communication and uses the point of view of consumers to build relationships by …

A través de las redes sociales es posible crear una comunidad virtual alrededor de una
marca, permitiendo a los usuarios que lo deseen informarse e interaccionar con las …

Background: Facebook has become one of the most popular advertising platforms on social
media. It is therefore important for social media marketers and researchers to have an …

In the present generation, on-Line social networks (OSNs) have become increasingly
popular, people's social lives have become more associated with these sites. They use on …

Social media is a powerful tool for brands to entice and retain customers. However, research
on how para-social interaction (PSI) through social media leads to brand loyalty is lacking …

The purpose of this research is to test the impact of electronic word-of-mouth (e-WOM) and
content marketing on purchase intention. E-WOM is a positive or negative statement written …

Purpose The rapid adoption of social media has resulted in a fundamental shift in the way
communication and collaboration take place. While social media is recognized as an …

Purpose Using social capital theory as the theoretical framework, the purpose of this study is
to examine if shared value, the norm of reciprocity and social bonding within a small fashion …

The breakneck pace of digital technologies has created a dramatic shift in marketing
campaigns to engage users through unique and innovative experiences. Focusing on the …

Over the decades, due to the spread of the internet and the accessibility of digital devices
such as laptops, tablets and smartphones, online shopping has grown steadily and become …