[HTML][HTML] Customer engagement and social media: Revisiting the past to inform the future

WM Lim, T Rasul - Journal of Business Research, 2022 - Elsevier
Customer engagement (CE) is a marketing concept of great importance and the rise of
social media has further amplified the importance of this concept. Yet, our understanding of …

Social media, customer engagement, and sales organizations: A research agenda

R Agnihotri - Industrial marketing management, 2020 - Elsevier
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 …

[HTML][HTML] Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis

PS Lo, YK Dwivedi, GWH Tan, KB Ooi, ECX Aw… - Journal of Business …, 2022 - Elsevier
The power of livestreaming commerce to rake in billions of revenues within hours has thrust
this nascent commercial model into the global spotlight; that said, despite the prevalence of …

The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro

B Melović, M Jocović, M Dabić, TB Vulić, B Dudic - Technology in Society, 2020 - Elsevier
The paper assesses the ways in which digital transformation in Montenegro influences the
use of digital marketing in business, determining the impact of this concept on promotion …

[PDF][PDF] The Role of Social Media Activities to Enhance Brand Equity

A Febrian, DA Nani, LF Lina… - Journal of Economics …, 2022 - pdfs.semanticscholar.org
The direct impact of the economic downturn due to Covid-19 is mainly perceived by Micro,
Small, and Medium Enterprises (MSMEs). This study aims to examine how MSMEs can …

Identifying influencers on social media

P Harrigan, TM Daly, K Coussement, JA Lee… - International Journal of …, 2021 - Elsevier
The increased availability of social media big data has created a unique challenge for
marketing decision-makers; turning this data into useful information. One of the significant …

Information overload and fake news sharing: A transactional stress perspective exploring the mitigating role of consumers' resilience during COVID-19

A Bermes - Journal of Retailing and Consumer Services, 2021 - Elsevier
The spread of fake news in social networks has become a major concern for various sectors
of society, including retail and service providers, some of whom have suffered from …

Close encounters of the AI kind: Use of AI influencers as brand endorsers

VL Thomas, K Fowler - Journal of Advertising, 2021 - Taylor & Francis
Brand endorsers can contribute to a brand's success or failure (in the case of endorser
transgressions). Recent advancements in technology have produced new, nonhuman …

Examining the impact of luxury brand's social media marketing on customer engagement​: Using big data analytics and natural language processing

X Liu, H Shin, AC Burns - Journal of Business research, 2021 - Elsevier
This research utilizes big data in investigating the impact of a luxury brand's social media
marketing activities on customer engagement. In particular, applying the dual perspective of …

Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers

JH Kwon, SH Jung, HJ Choi, J Kim - Journal of Product & Brand …, 2021 - emerald.com
Purpose This study aims to empirically analyze the effects of marketing communications,
such as advertisement/promotion and social network service (SNS) content, on consumer …