Purpose This study explores central questions related to the connection between social
media marketing activities (SMMAs), user engagement and the self-brand connection of …

Purpose In the context of fashion brands on Instagram platform, this study aims to investigate
the impact of age on the relationships between informative, interactive and trendy social …

The social media revolution has massively transformed marketing plans and practices in the
business world. Moreover, marketers can reinforce customer–brand relationships through …

Purpose This study empirically examines a set of drivers (ie social media involvement, self-
brand congruence, firm image and relationship age) of consumers' social media brand …

This study attempts to investigate whether Social Media Marketing Activity (SMMA) carried
out by companies/brands have a positive impact on their brand equity, e-WOM distribution …

Purpose The purpose of this paper is to investigate the effect of brand's social media
marketing efforts and individual's online social interaction propensity on various levels of …

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 …

Purpose Organizations are investing heavily in social media yet have little understanding of
the effects of social media content on user engagement. This study aims to determine the …

Social media has been increasingly important in how brands manage their image and keep
up with consumer demands. However, luxury brands were initially reluctant to adopt an …

Purpose The purpose of this paper is to analyze how fashion consumers behave when they
make purchases using social media platforms–specifically, Instagram. In particular, the work …