People use social media not only for social purposes but also for business purposes. It is
used in management and marketing as a tool to manage organizations and market products …

Purpose–This study aims to analyze the factors that influence the inclusiveness of Islamic
finance in MSMEs and its impact on their business performance. Methodology–This …

Purpose This study explores central questions related to the connections between brand
interactivity and involvement on brand-related outcomes (brand trust and loyalty) through …

Purpose “Green” issues have become increasingly important to corporate decision-makers
as firms face mounting public sensitivity, stricter regulation and growing stakeholder …

Social media has changed the marketing phenomenon, as firms use social media to inform,
impress, and retain the existing consumers. Social media marketing empowers business …

The background of this research comes from the current trend of online shopping as
nowadays online shopping is often used by consumers. One of the top brands in e …

Purpose This paper studies the relationships among consumers' perceptions of brand
personality, consumers' brand attitudes and brand-owned social media content marketing …

Some researchers and marketing practitioners still rarely study comprehensively and in-
depth the role of advertising and sales promotion in improving brand image and customer …

Purpose This study aims to examine the impact of social advertising (informative,
entertainment, credibility, ease of use, privacy and contents) on the buying behavior of …

Purpose The aim of this study is to identify the relationship between employee-generated
content (EGC) and firm-generated content (FGC) in the form of LinkedIn posts, employer …