With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …

In the light of the information age, information overload research in new areas (eg, social
media, virtual collaboration) rises rapidly in many fields of research in business …

The main aim of this paper was to investigate the effect of four features of social media
marketing on the purchase decision of consumers in the fast-food industry. It also aimed to …

This research examines the relationship between social media marketing activities and
purchase intention mediated by trust and brand image to confirm the constructs with …

The present study is grounded in social exchange theory and resource exchange theory. By
exploring customers' satisfaction with chatbot services and their social media engagement, it …

This study was undertaken to analyze whether luxury fashion retail brands can adhere to
their core essence of providing personalized care through e-services rather than through …

Livestreaming is an important marketing channel that could create viewers' emotional
engagement with hotels and hence boost purchase. Parasocial interaction theory explains …

Gamification has become a popular technique in marketing. Many companies believe that
gamification can potentially increase the engagement, awareness and loyalty of consumers …

This study attempts to investigate whether Social Media Marketing Activity (SMMA) carried
out by companies/brands have a positive impact on their brand equity, e-WOM distribution …

This study examined the influence of consumer's brand familiarity and the information quality
of social media content on their involvement with a brand on the brand's social media pages …