The use of the internet and social media have changed consumer behavior and the ways in
which companies conduct their business. Social and digital marketing offers significant …

Preserving customers' expectations and understanding factors affecting their purchasing
decisions are crucial in designing effective marketing and advertising strategies. However …

Firms recognize the increasing potential of digital services to enhance customer
engagement behaviors. Drawing on customer engagement and user gratification theory, two …

Social media marketing has become one of the most significant growth paths for many
businesses in today's world. However, many companies are still unclear about using social …

Online social media marketing has become a mainstream marketing approach, with huge
and rising sales volume. Drawing on the pleasure-arousal-dominance model and flow …

In the digital era, social media increasingly has an important role as a marketing tool that
needs to be optimized to increase a company's sales and profitability. Social media …

Migratory movements and tourism in general, together with the improvement of new
technologies, have meant an increase in terms of accessibility and ease of information …

Purpose Social media facilitates the communication and the relationship between
healthcare professionals and patients. However, limited research has examined the role of …

Utilizing the uses and gratifications theory (U&G), this study hypothesized the impact of
various factors on the attitudes of individuals toward social media platforms and brands, as …

Social media has an enormous influence on the manner in which people look for and
distribute data, and select a tourist destination. Hence, research was undertaken to ascertain …