Digital marketing communication, that is, communication through digital or electronic media
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …

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 …

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 …

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 …

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 …

Although social media use is gaining increasing importance as a component of firms'
portfolio of strategies, scant research has systematically consolidated and extended …

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 …

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 …

Consumers' changing media consumption behaviors and skepticism toward traditional forms
of advertising have prompted the growth of influencer marketing. Even as regulatory …

Digital marketing campaigns increasingly utilize social media influencers. Research in
influencer marketing has investigated popularity metrics but found conflicting results on how …