Purpose This paper aims to examine small business' participation in digital marketing and to
integrate the do-it-yourself (DIY) behavior model and technology acceptance model (TAM) …

Do people trust social media? If so, why, in what contexts, and how does that trust impact
their lives? Researchers, companies, and journalists alike have increasingly investigated …

This research examines the effects of social media brand–consumer interactions on three
types of customer value: customer lifetime value (CLV), customer influencer value (CIV) and …

Millennials have a lifestyle that is different from previous generations. Millennial Generation
lives and grows together with rapid technological growth and currently dominates the …

Purpose The purpose of this paper is to investigate the effect of service quality and
relationship quality on customer loyalty in different stages of the relationship life cycle in …

In the light of growing interest and usage of social networking sites, smartphones, and
internet availability, this study aims to analyze the impact of social media marketing activities …

Purpose The growing popularity of mobile technology has led governments across the world
to develop mobile business models and encouraged the transition from the electronic …

From a marketing perspective, companies use social media as a tool to establish
relationships with customers. Thus, brand–customer relationships via social media are able …

The tremendous proliferation of social media (such as Facebook) has provided digital
information and communications technology (ICT) platforms that enable Generation Z to …

Purpose: The purpose of this study is to investigate the impact of social media marketing
activities on consumer behavior (ie value consciousness, brand consciousness, and brand …