The recent rise in popularity of social networking sites has prompted modern-day food and
beverage companies to switch their marketing objectives from the traditional top-down …

Instagram's growth has drawn the interest of many corporations that are searching for new
ways to boost their customer relationships. Given the rapid adoption of Instagram marketing …

This study analyzed the effects of posting format on an Instagram post's engagement.
Posting formats, including pictures, videos, and Reels, are different ways of sharing content …

Fashion local brands are brands of fashion clothing local to a particular country,
manufactured and produced locally, including the ones in Indonesia. Fashion is always …

The rapid development of information technology that triggers transformation in the field of
public relations has driven hospitals to implement cyber public relations in their …

The purpose of this study is to examine the influence of influencer characteristics on
customer envy and purchase intentions. Based on total 239 samples obtained from …

Instagram is Top 10 the most popular social networks worldwide with over 1 billion monthly
active users. Instagram is especially prevalent in the United States, India, and Brazil, which …

Influencer advertising, which has gained significant attention in academia and industry, is
widely adopted as a digital marketing strategy. This study empirically analyzes the impact of …

Purpose This study investigates the effects of social influencer characteristics (ie, opinion
leadership and parasocial interaction) on forming follower brand trust and identification …

Social media has enabled brands to share marketing content and interact with their
customers. This research aims to understand the online brand communication strategy by …