Social media offers a social interaction environment where consumers have the opportunity
to communicate with brands, exchange ideas with other users, produce content and …

Instant communications trough social media platforms have enabled consumers to create,
publish and share content, data and information regarding brands and products. It is crucial …

Social media influencers have proved to be a major influence on customers' purchasing
decisions, especially with the increased usage of social media platforms. Social media …

Social media has become the modus operandi of the 21st century. Building on the
foundation of Web 2.0, social media applications have facilitated unprecedented growth in …

Purpose The purpose of this paper is to investigate the impact of social media marketing
activities on brand loyalty, value consciousness and brand consciousness …

Marketers today use social networking sites as their communication channel to promote their
brands. There is a growing importance to this media to increase consumer's online …

Social media is shaping the way companies and brands engage and interact with
consumers, particularly Millennials. In light of this growing trend, this study aims to …

Purpose The purpose of this research is to investigate the influence of perceived social
media marketing activities on consumer-based brand equity, mainly predicated on the SOR …

Purpose The modern-day digital marketers use social media as a tool for brand awareness
and customer engagement. However, whether social media marketing can actually impact …

The influence of perceived social media marketing elements on consumer–brand engagement
and brand knowledge | Emerald Insight Books and journals Case studies Expert Briefings …