Profitable and dynamic, the cosmetics industry strives to conform to the environmental ideals
and practices of the 21st century. For years, NGOs, the media, and consumers have accused …

Purpose This study aims to analyze the content on corporate social responsibility (CSR) of
Gucci, Prada and Ermenegildo Zegna on the social networks Instagram, Facebook and …

Purpose This paper aims to increase the understanding of luxury brands' branded content
strategies concerning follower's engagement generated or not by happiness and well-being …

Businesses should be able to distinguish themselves in the ever-growing service market by
providing an interactive experience to customers to remain competitive amidst market …

With the rapid development of the Internet and the widespread adoption of mobile devices,
live streaming has become a new social medium in the last few years. Hence, the …

Purpose The main objective of this study is to analyze content posted by automotive sector
brands on their YouTube channels, identifying the use of a branded content format, the …

Social media has become a primary medium for brands to engage their customers. Brands
are continually looking for ways to provide favourable experiences to engage customers on …

The novel corona virus pandemic has influenced people buying behaviors. Due to the
significant psychological and behavioral impact of COVID-19 on society, this study aimed to …

This study aims towards identifying and modelling the significant factors which act as
enablers for the branded content to be used strategically by marketers as a marketing tool in …

Introducción: Se analiza la promoción de los eventos como una oportunidad para generar
experiencias significativas entre los clientes y las marcas. La promoción adecuada de los …