Brand communication in social media: A research agenda
HAM Voorveld - Journal of advertising, 2019 - Taylor & Francis
This article provides an agenda for future research on brand communication in social media.
Based on an overview of the current state of research, a discussion of the theoretical and …
Based on an overview of the current state of research, a discussion of the theoretical and …
The role of social media advertising in hospitality, tourism and travel: a literature review and research agenda
Purpose This study aims to provide an assessment of the existing literature on the role of
social media advertising in hospitality, tourism and travel (HTT) as well as an agenda for …
social media advertising in hospitality, tourism and travel (HTT) as well as an agenda for …
Online influencer marketing
Online influencer marketing (OIM) has become an integral component of brands' marketing
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …
Investigating the impact of social media images' value, consumer engagement, and involvement on eWOM of a tourism destination: A transmittal mediation approach
Tourism organizations use social media to promote their destinations and attract new
customers. However, there is a challenge in how tourism organizations can choose or create …
customers. However, there is a challenge in how tourism organizations can choose or create …
Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty
Customer engagement is a key metric for gauging brands' social media success. Luxury
fashion brands increasingly use social media to connect with customers. This paper tests a …
fashion brands increasingly use social media to connect with customers. This paper tests a …
The role of social media content format and platform in users' engagement behavior
H Shahbaznezhad, R Dolan… - Journal of Interactive …, 2021 - journals.sagepub.com
The purpose of this study is to understand the role of social media content on users'
engagement behavior. More specifically, we investigate:(i) the direct effects of format and …
engagement behavior. More specifically, we investigate:(i) the direct effects of format and …
'What lies behind the filter?'Uncovering the motivations for using augmented reality (AR) face filters on social media and their effect on well-being
Augmented reality (AR) filters are a popular social media feature affording users a variety of
visual effects. Despite their widespread use, no research to date has examined either …
visual effects. Despite their widespread use, no research to date has examined either …
AI agency vs. human agency: understanding human–AI interactions on TikTok and their implications for user engagement
Artificial intelligence (AI) technology has vastly reshaped user experiences on social media.
AI-powered social media use and its outcomes largely depend on how users collaborate …
AI-powered social media use and its outcomes largely depend on how users collaborate …
Social media engagement behavior: A framework for engaging customers through social media content
Purpose Organizations are investing heavily in social media yet have little understanding of
the effects of social media content on user engagement. This study aims to determine the …
the effects of social media content on user engagement. This study aims to determine the …
The effects of social media influencers' self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust
FP Leite, PP Baptista - Journal of Marketing Theory and Practice, 2022 - Taylor & Francis
We investigate the effects of social media influencers'(SMIs) intimate self-disclosure (ISD) on
consumers' intent to purchase products from an endorsed brand through the underlying …
consumers' intent to purchase products from an endorsed brand through the underlying …