Technology transforms rapidly nearly every aspect of corporate life. Technological
innovation drives businesses and vice versa. Businesses produce new technologies while …

In the last 20 years, the proliferation of digital technologies has significantly impacted both
businesses' operations and how consumers get information, engage, and buy. Through the …

Since interactive marketing evolved from a traditional form of direct marketing and e-
commerce around three decades ago (Deighton, 1996), it has grown dramatically to be the …

Purpose Live streaming commerce has grown rapidly in recent years. Although the way
streamers communicate with viewers is the key to influencing users' purchase behaviors …

Purpose In spite of the increasing organic and interactive marketing activities over social
media, a general understanding of the source credibility of voluntary user-generated content …

Social media influencers as human brands: an interactive marketing perspective | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us Advanced …

Purpose This paper aims to examine the relationship between social presence and
consumer purchase intention in the context of livestreaming commerce and test the …

This study examines how brand communication influences consumer‐based brand equity
(BEQ) through social networking sites in the presence of brand attachment (BAT) as a …

Purpose This study aims to investigate the relationship between Internet celebrity
characteristics and the follower's impulse purchase behavior in YouTuber. Attachment and …

Emoji is widely used in electronic word of mouth (eWOM) and online consumer reviews
across various social media platforms and online retailers, but the boundary condition of its …