The emergence of social commerce has brought substantial changes to both businesses
and consumers. Hence, understanding consumer behavior in the context of social …

In just one decade, social media have revolutionized the life of many people and thus
attracted much attention, not only from industry, but also academia. To understand how …

Purpose Based on the stimulus-organism-response theory, this research constructs the
influence of the stimulus factors of the live-streaming shopping environment on consumers' …

The direct impact of the economic downturn due to Covid-19 is mainly perceived by Micro,
Small, and Medium Enterprises (MSMEs). This study aims to examine how MSMEs can …

Considering the increased interest in the role that a brand's social media marketing activities
(SMMA) play in providing better experiences, the current study examines associations …

The growth of social media has completely revamped the way people interact, communicate
and engage. These platforms play a key role in facilitating greater outreach and influence …

Purpose This research aims to explore the impact of social media marketing (SMM) activities
on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand …

The ready access to and availability of social media has opened up a wealth of data that
marketers are leveraging for strategic insight and digital marketing. Yet there is a lack of …

This study was conducted to conceptualise advertising value and consumer attitudes
towards advertisements. The research was developed to reveal the effect of the source of …

Purpose The purpose of this paper is to examine the impact of perceived social media
marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e …