Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches
Digital marketing communication, that is, communication through digital or electronic media
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …
Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation
Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable
effects on the company bottom line, yet it remains an over-labeled and under-theorized …
effects on the company bottom line, yet it remains an over-labeled and under-theorized …
The Metaverse: A new digital frontier for consumer behavior
This work offers a multidisciplinary perspective on the Metaverse, focusing on its potential
implications for consumer behavior. We begin by proposing a conceptualization of the …
implications for consumer behavior. We begin by proposing a conceptualization of the …
Investigating the impact of social media images' value, consumer engagement, and involvement on eWOM of a tourism destination: A transmittal mediation approach
Tourism organizations use social media to promote their destinations and attract new
customers. However, there is a challenge in how tourism organizations can choose or create …
customers. However, there is a challenge in how tourism organizations can choose or create …
The role of social media content format and platform in users' engagement behavior
H Shahbaznezhad, R Dolan… - Journal of Interactive …, 2021 - journals.sagepub.com
The purpose of this study is to understand the role of social media content on users'
engagement behavior. More specifically, we investigate:(i) the direct effects of format and …
engagement behavior. More specifically, we investigate:(i) the direct effects of format and …
Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda
Although social media use is gaining increasing importance as a component of firms'
portfolio of strategies, scant research has systematically consolidated and extended …
portfolio of strategies, scant research has systematically consolidated and extended …
Is a picture worth a thousand words? An empirical study of image content and social media engagement
Are social media posts with pictures more popular than those without? Why do pictures with
certain characteristics induce higher engagement than some other pictures? Using data sets …
certain characteristics induce higher engagement than some other pictures? Using data sets …
[HTML][HTML] How social media practices shape family business performance: the wine industry case study
The purpose of this paper is to investigate how family businesses utilise social media tools,
to determine what the purposes, benefits and challenges are, and to discover competencies …
to determine what the purposes, benefits and challenges are, and to discover competencies …
How, why, and when disclosure type matters for influencer marketing
Consumers' changing media consumption behaviors and skepticism toward traditional forms
of advertising have prompted the growth of influencer marketing. Even as regulatory …
of advertising have prompted the growth of influencer marketing. Even as regulatory …
More trust in fewer followers: Diverging effects of popularity metrics and green orientation social media influencers
Digital marketing campaigns increasingly utilize social media influencers. Research in
influencer marketing has investigated popularity metrics but found conflicting results on how …
influencer marketing has investigated popularity metrics but found conflicting results on how …