Influencer marketing has emerged as an effective approach for brands to connect with
customers through social media influencers. Although influencer marketing has attracted …

Background During the COVID-19 pandemic, growth in citizen engagement with social
media platforms has enabled public health departments to accelerate and improve health …

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

YouTube is one of the emerging technologies that impact consumer behavior. In the tourism
sector, travel video blogs (travel vlogs) have become increasingly popular since they are …

The present study attempts to examine how the various emotions expressed in customer
engagement content available on online product review videos reflect purchase intentions …

Purpose This study explores whether and how four main factors of short-branded video
content (content matching, information relevance, storytelling and emotionality) facilitate …

Purpose Drawing on insights from social influence theory, the MAIN model of digital media
affordances and the literature on the attention economy, this study aims to investigate how …

La desinformación es uno de los grandes desafíos que cuestionan la salud del espacio
público y de los sistemas democráticos, que están basados en el conocimiento de la verdad …

Online crowdfunding platforms allow creators to raise funds from a large crowd of distributed
backers. In these platforms, creators' campaign communication strategy plays a crucial role …

Short videos have been increasingly prevalent around the globe and have become an
important channel for users to share product and service information and for marketers to …