Nowadays, digital consumer engagement has proliferated like never before. Consumers can
now interact with a business, company, or brand through technology, making it easier for …

The rapid advancement of influencer marketing in today's digitalization era has led to
marketers partnering with social media influencers to seed information and influence …

Purpose The proliferation of digital communication on social media provides new
opportunities for businesses to take advantage of Internet memes to boost customer …

This investigation unearths the trait antecedents of intrinsic and extrinsic motivational drivers
and their consequences on attitude towards e-WOM of social mobile app users. Additionally …

Purpose In the context of virtual brand communities (VBCs), based on self-determination
theory and organizational binary learning (OBL) theory, this study investigates the direct and …

Brands are increasingly required to be 'woke'and communicate their stance on various
divisive sociopolitical issues and to do so particularly on social media platforms. However …

The purpose of this two-part mixed-methods based study is to understand the effect of
content characteristics of brand-posted social media content on consumer engagement in …

Resources integrators in social media: an analysis of value cocreation | Emerald Insight Books
and journals Case studies Expert Briefings Open Access Publish with us Advanced search …

The purpose of this study is to explore wine consumer appreciation towards terroir-based
communication in the social media context. The Analytic Hierarchy Process (AHP) approach …

Previous studies have mainly focused on the impact of social media self-presentation on
individuals' happiness and mental health, whereas few have attended to its potential …