Purpose In “Social media's slippery slope: challenges, opportunities and future research
directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to …

Purpose The purpose of this study is to summarize the findings of consumer factor research
and to suggest future lines of inquiry connected to branding outcomes. Consumers are …

People use social media not only for social purposes but also for business purposes. It is
used in management and marketing as a tool to manage organizations and market products …

Using a six-dimension uses and gratifications (U&G) framework, we explore how social
media use motivations drive consumers' online brand-related activities (COBRAs …

Scholars and industry stakeholders have exhibited an interest in identifying the underlying
dimensions of viral memes. However, the recipe for creating a viral meme remains obscure …

Brand gender has been suggested as a relevant source of consumer-based brand equity
(CBBE). The purpose of this paper is to deepen understanding of the relationship between …

Consumers can engage with brands online in a variety of ways, ranging from playing a
branded game to writing a review or viewing branded content. This work presents a …

The purpose of this study is to examine how potential applicants' exposure to an
organization's social media page relates to their subsequent organizational attractiveness …

Purpose A comprehensive operational framework is proposed to explain young
consumers'(ie generations Y and Z) engagement with brands on social media sites (SMSs) …

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 …