Social media in marketing: A review and analysis of the existing literature
AA Alalwan, NP Rana, YK Dwivedi… - Telematics and informatics, 2017 - Elsevier
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 …
media platforms. By the same token, businesses start looking at such technologies as …
The four dimensions of social network analysis: An overview of research methods, applications, and software tools
Social network based applications have experienced exponential growth in recent years.
One of the reasons for this rise is that this application domain offers a particularly fertile …
One of the reasons for this rise is that this application domain offers a particularly fertile …
Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications
LD Hollebeek, K Macky - Journal of interactive marketing, 2019 - journals.sagepub.com
In a landscape of growing online consumer/firm interactions, digital content marketing
(DCM) which aims to foster consumers' brand engagement and trust, is on the rise …
(DCM) which aims to foster consumers' brand engagement and trust, is on the rise …
Social media content strategy for sport clubs to drive fan engagement
Social media brand pages act as excellent means for engaging consumers. While most
sport clubs use social media such as Facebook to enhance fan engagement, extant …
sport clubs use social media such as Facebook to enhance fan engagement, extant …
Brand authenticity: An integrative framework and measurement scale
Although brand authenticity is gaining increasing interest in consumer behavior research
and managerial practice, literature on its measurement and contribution to branding theory …
and managerial practice, literature on its measurement and contribution to branding theory …
Athlete branding via social media: Examining the factors influencing consumer engagement on Instagram
ABSTRACT Research Question: Social media platforms provide opportunities for athletes to
promote their personal brands and attract engagement from consumers. Through this …
promote their personal brands and attract engagement from consumers. Through this …
Sport and social media research: A review
The emergence of social media has profoundly impacted the delivery and consumption of
sport. In the current review we analysed the existing body of knowledge of social media in …
sport. In the current review we analysed the existing body of knowledge of social media in …
The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness
TikTok represents a new form of marketing communication technology due to its features
and attributes. However, despite its ability to share brands' viral content, scant research has …
and attributes. However, despite its ability to share brands' viral content, scant research has …
Branding in pictures: using Instagram as a brand management tool in professional team sport organisations
C Anagnostopoulos, P Parganas… - European Sport …, 2018 - Taylor & Francis
Research question/purpose Instagram has become an increasingly popular tool for sport
organisations to share visual content. This study aims to examine how professional team …
organisations to share visual content. This study aims to examine how professional team …
I'm going to Instagram it! An analysis of athlete self-presentation on Instagram
LR Smith, J Sanderson - Journal of Broadcasting & Electronic …, 2015 - Taylor & Francis
Using Goffman's notions of self-presentation and gender displays, the following study
examines the Instagram feeds of 27 professional athletes to determine how athletes are …
examines the Instagram feeds of 27 professional athletes to determine how athletes are …