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 …

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 …

This study aims to determine the effect of Instagram on Purchase Intention through Brand
Awareness and Brand Trust on Starbucks Surabaya consumers. The sampling technique …

This study aims to determine the mediating role of brand trust in the influence of user
generated content and firm generated content on smartphone X brand loyalty in Indonesia …

Brand advocates, characterized by their enthusiasm for promoting a brand without
incentives, play a crucial role in driving positive word-of-mouth (WOM) and influencing …

Increasingly technological developments and the increasing use of smartphones have led to
competition between brands. Every smartphone company always innovates to meet the …

Traditional marketing has shifted to digital marketing due to the highly competitive market
and technological advancements with the internet. In today's digital age, where the majority …

ABSTRACT User-Generated Content (UGC) and Firm-Generated Content (FGC) are both
digital advertising forms utilized by companies and consumers to increase brand awareness …

This research is mainly concerned with identifying the mediating role of customer
engagement (CE) between marketer and user-generated content and repurchase intentions …

The broad objective of this the chapter is to investigate corporate brand identity and social
media in the transportation industry. To do so, considering that passenger transportation …