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 …
Social media and digital tools are gradually changing the way firms market themselves. Understanding how these communication tools are used by sales functions within business …
The arrival of augmented reality (AR) on social networks in the form of filters is generating new user experiences. Despite their potential as interactive marketing tools, previous …
SC Chu, T Deng, H Cheng - International Journal of Contemporary …, 2020 - emerald.com
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 influencers (SMIs) are increasingly involving in influencer marketing to promote products. However, there are both opportunities and issues with influencer …
C Katsikeas, L Leonidou, A Zeriti - International Marketing Review, 2020 - emerald.com
Purpose The purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine …
Context Advanced social media tools have changed the way people communicate, share content, interact, and collaborate. Nowadays, social media (SM) is becoming a valuable …
B Ibrahim - Journal of Promotion Management, 2022 - Taylor & Francis
This research investigates the robustness of the relationship between social media marketing activities (SMMA) and brand loyalty (BL). This relationship is examined based on …
Social media influencers (SMIs) as significant stakeholders are increasingly collaborating with brands to cultivate marketing campaigns. However, literature concerning the narrative …