Abstract The Video Game Industry (VGI) is a highly innovative and rapidly growing sector
that has become the dominant force in the entertainment industry, with significant economic …

As a rapidly developing topic, online reviews have aroused great interest among
researchers. Although the existing research can help to explain issues related to online …

Influencer marketing actions are mostly carried out on social platforms, eg, Facebook,
Instagram and Twitter. However, despite its increasing use, studies on this subject are still …

Companies increasingly leverage Instagram as a channel for brand management, consumer
services, and social commerce. This study addresses the dynamics of interaction among …

Branded content marketing serves as an ongoing conversation between brands and
consumers. Creating value-rich information that breaks through the noise and that can …

Content marketing involves producing and distributing content effectively and initially
through digital channels. However, digital marketing strategies and business models can …

Over the last decade, influencer marketing has become one of the most important tools for
companies and brands to increase awareness, sales, or image strength. Since consumers …

Purpose Despite the increasing popularity of influencer marketing, there exists a lack of
understanding of how content created by social media influencers stimulates the pre …

Purpose This study aims to investigate the impact of the source of the content in social
media communication and the content distribution intensity on consumer-based brand …

Purpose The purpose of this study is to analyse user-generated content and firm-generated
content on perceived quality and brand trust, and eventually how it impacted brand loyalty …