The development of digital content marketing is increasingly a relevant and valuable task in
digital marketing agencies in order to attract prospective consumers on digital platforms and …

Instagram has become a popular platform for consumers and marketers. Using the stimulus-
organism-response theory, this study compared lifestyle and brand influencer types of …

Research and practice have mostly focused on the “bright side” of social media, aiming to
understand and help in leveraging the manifold opportunities afforded by this technology …

Social media use has become an indispensable part of knowledge work. Employees posting
work-related content on social media are considered credible sources of information and …

The present study assessed the social media use behavior of luxury hospitality facilities and
offers suggestions to improve organic post effectiveness. All five-star tourism facilities …

Creating brand posts that stimulate consumer engagement on social media is both vital and
challenging to digital marketers. Despite previous research on this topic, to date, little is …

Brand engagement on social media increasingly draws B2B brands' attention as it may
produce positive WOM and bring branding and financial benefits. However, B2B marketers …

In a similar way as consumers use social media to spread word-of-mouth about brands and
firms, employees perform similar activities when posting company-related content on social …

Although researchers have investigated the role of social media for luxury brands at an
aggregate level, little is known about the success drivers of luxury brand communication in …

Integrating human values into social media messages affects brand competitiveness
through enhanced engagement. Using Schwartz's ten human values, signaling theory, and …