YouTube (YT) is the largest online video digital channel with more than 2 billion users, and
over a billion hours of YT videos are viewed every day, particularly among young …

YouTube has become popular among consumers as an information preference in the
decision-making process within the social commerce environment. YouTubers share …

The widespread use of social media has created a huge market for digital marketing
platforms. However, as people spend more time on social media daily, concerns about its …

Social networks including various social media are one of the main online marketing tools
that help to achieve marketing aims of the company. Most of social media overlap and have …

Social media has facilitated interaction between businesses and consumers, and
consequently, has seen rapid growth as a communication channel by a number of smaller …

This study ascertains if YouTube (YT) commercial communication (CC) influences the
organic electronic word-of-mouth (eWOM), purchase intention and purchase associations …

This research investigates the influence of Twitter advertising on the purchase intentions
and purchase attitudes of the millennial internet users in India, as well as to assess if the …

The main aim of the study is to examine the differences in the use of the marketing tools in
the management of small and medium-sized enterprises in the Visegrád Group (V4) …

This study offers a thorough analysis and evaluation of the impact of celebrity environmental
advertisements on the development of green economy. According to our findings, celebrity …

Purpose The paper aims to highlight the role of Web 2.0 in international marketing, shedding
light on the relationships existing between the country of origin effect and consumer …