Developing the integrated marketing communication (imc) through social media (sm): the modern marketing communication approach
The increased usage of social media forced the brands to integrate social media in their
marketing communication channel, as it becomes the need of the hour, as it determines …
marketing communication channel, as it becomes the need of the hour, as it determines …
[HTML][HTML] Influencer marketing on TikTok: The effectiveness of humor and followers' hedonic experience
This work examines the determinants of the success of influencer marketing on the youth-
focused TikTok, the fastest growing social network. It analyses the effects of influencers' …
focused TikTok, the fastest growing social network. It analyses the effects of influencers' …
Share Your Beautiful Journey: Investigating User Generated Content (UGC) and Webrooming Among Malaysian Online Shoppers
The electric commerce (e-commerce) platform in Malaysia has been growing exponentially
since the spread of Coronavirus Disease 2019 (COVID-19) pandemic. Many local …
since the spread of Coronavirus Disease 2019 (COVID-19) pandemic. Many local …
Need for touch and haptic imagery: An investigation in online fashion shopping
Previous research has found evidence that, due to the lack of sensory experience, shoppers
are reluctant to purchase a garment online. Despite the importance of identifying possible …
are reluctant to purchase a garment online. Despite the importance of identifying possible …
[HTML][HTML] The relationship between brand Facebook page characteristics, perceived value, and customer engagement behavior: An application of Stimulus-Organism …
Purpose: With the advancement of technology and increased use of social media, brands
have become part of the virtual world and try to grab customers' attention. Brand pages …
have become part of the virtual world and try to grab customers' attention. Brand pages …
The pathways of increasing online celebrity brand equity and followers' hotel booking intention: a serial multiple mediation model
Purpose From a consumer–brand relationship (CBR) perspective, this study proposes a
serial multiple mediation model to explore the pathways (eg cognitive, affective and hybrid) …
serial multiple mediation model to explore the pathways (eg cognitive, affective and hybrid) …
Why do some consumers still prefer in-store shopping? An exploration of online shopping cart abandonment behavior
Shopping cart abandonment remains a challenge for many e-retailers despite the continued
growth of the e-commerce industry worldwide. However, the issue of online shopping cart …
growth of the e-commerce industry worldwide. However, the issue of online shopping cart …
The role of artificial intelligence in interactive marketing: improving customer-brand relationship
The chapter discusses the role of artificial intelligence (AI)-powered chatbot's service quality
dimensions in developing customer-brand relationship and their impact on electronic word …
dimensions in developing customer-brand relationship and their impact on electronic word …
How to encourage students continue learning English on podcast? The perspectives of stimulus-organism-response and interest driven creator theory
MC Chen, TW Chan, YH Chen - Interactive Technology and Smart …, 2022 - emerald.com
Purpose Podcasting is a new mobile technology application for language learning. Drawing
upon the stimulus–organism–response model and the interest driven creator (IDC) theory …
upon the stimulus–organism–response model and the interest driven creator (IDC) theory …
Vlogger's reputation: Connecting trust and perceived usefulness of vloggers' recommendation with intention to shop online
The study aims to determine the impact of vlogger's reputation on viewers' trust on vlogger's
recommendations (TVR) and perceived usefulness of vlogger's recommendations (PUVR) …
recommendations (TVR) and perceived usefulness of vlogger's recommendations (PUVR) …