With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …

The emergence of social commerce has brought substantial changes to both businesses
and consumers. Hence, understanding consumer behavior in the context of social …

In this era, social media platform is integrated into the marketing strategy. This new
technology sets out new mechanisms and communication tools that companies can rely on …

Consumers increasingly use social media brand communities to gather information about
brands and to inform their purchase decisions. Building on uses and gratifications theory …

This study aims to determine the effect of social media marketing activities on brand trust,
brand equity and brand loyalty in social media. The study uses the Structural Equation …

Value co-creation has emerged as a critical challenge for fashion brands in the age of social
media. Despite its importance, scholars have not adequately explored the role of social …

Purpose Live streaming commerce, a new form of social commerce where firms integrate
with broadcasters, community members and customers in live chat rooms for real-time …

Consumer–brand relationships are witnessing a tremendous upheaval from the past few
years, with emotions becoming a predictor of a brand's fate. Brand love is a construct that …

Purpose This study aims to empirically analyze the effects of marketing communications,
such as advertisement/promotion and social network service (SNS) content, on consumer …

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