People worldwide are largely engaged and attached with the web 2.0 technology and Social
media platforms. By the same token, businesses start looking at such technologies as …

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 …

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 …

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 …

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 …