This study aims to review and synthesise the contributions of disruptive digital technologies
to hotel performance. A sample of 3,914 articles was extracted from the Web of Science and …

Purpose The purpose of this paper is twofold: to perform a synthesis of academic research
published between 2009 and 2016 regarding the changes in tourism consumer behavior …

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 …

In this era, social media platform is integrated into the marketing strategy. This new
technology sets out new mechanisms and communication tools that companies can rely on …

This study aims to determine the effect of social media marketing activities on brand trust,
brand equity and brand loyalty in social media. The study uses the Structural Equation …

Purpose This paper aims to present a mechanism that explains how followers become loyal
to social media influencers. It suggests influencer interactivity as a unique feature of …

Purpose This research aims to explore the impact of social media marketing (SMM) activities
on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand …

Özet Bu araştırmanın amacı, sosyal medya pazarlama aktivitelerinin marka bilinirliğine,
marka imajına ve marka sadakatine etkisini incelemektir. Buna ek olarak, araştırmada …

This paper investigates the impact of social media marketing on brand image and brand
trust toward the purchase intention of Indonesian Male's Skincare. The study proposes a …