Increased access to various kinds of consumer data has opened up new avenues of value
creation for companies, but it also poses new challenges. The proliferation of digital data …

Purpose Organizations are investing heavily in social media yet have little understanding of
the effects of social media content on user engagement. This study aims to determine the …

Given the importance of content that integrates into consumers' daily lives, marketing
academics are becoming more interested in content marketing. Although academics have …

The research purpose of this article was to analyse the search engine marketing and social
media marketing predictive trends that are occurring both regionally in Africa and on a …

Purpose This study aims to investigate the relationships between customer perceptions of
luxury companies' brand pages (ie brand page value and self-expressive brands) and …

Purpose This study aims to examine how message strategy influences consumer behavioral
engagement in social media. To this end, the study develops a comprehensive typology of …

Globalization has increased the demands placed on higher education and increased
competition among universities. In response, institutions of higher education have started to …

Many companies are using social media as emerging marketing channels in hopes of
encouraging engagement by customers. This study explored the effect of multiple social …

A challenge in digital content marketing is to create meaningful messages on meaningful
moments. To do so, brands frequently align social media messages with topical moments …

Purpose This study aims to focus on the content published by social media influencers–ie
YouTubers–on their YouTube channels. The main purpose of this research is to analyse …