The paper develops a conceptual framework to study the constructs of information
technology (IT)-supported value co-creation and co-destruction through shared processes of …

Today is the era of digitalization. Nowadays, people prefer to attach their lives to social
media presence on Facebook, Instagram, Twitter, YouTube, and LinkedIn. Hence …

The aim of this study is to explore social media marketing activities (SMMAs) and their
impact on consumer intentions (continuance, participate, and purchase). This study also …

Linking social media marketing efforts with customer brand engagement in driving brand loyalty
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This study aims to examine the role of social media marketing on the performance of micro-,
small and medium-sized enterprises (MSMEs) during the COVID-19 pandemic. This …

Value co-creation has emerged as a critical challenge for fashion brands in the age of social
media. Despite its importance, scholars have not adequately explored the role of social …

This research investigates the robustness of the relationship between social media
marketing activities (SMMA) and brand loyalty (BL). This relationship is examined based on …

Social media marketing (SMM) is a new field that involves the marketing of goods, services,
information, and ideas via online networks and social media. Drawing on the stimulus …

The introduction of social media in the restaurant sector has changed the manner in which
customers communicate with businesses. Social media marketing activities (SMMAs), such …

Artificial intelligence (AI) technologies are increasingly integral to our world, as they serve as
the foundation for new value propositions and distinctive customer experiences. AI is crucial …