Along with the increasingly high level of digital media consumption, organizations'
expenditure on online promotional activities is constantly and dynamically growing. At the …

Despite the increasing use of social media sites to engage consumers, the consumer brand
engagement construct is still in its infancy. This study aims to contribute to existing social …

Customer is considered as the king in the world of business. The issue of customer
satisfaction in electronics home appliances has received greater attention from academics …

Social-media marketing has attracted increasing attention from marketers, being regarded
as one of the most important channels to communicate information about brands to …

Despite promising conceptual developments in value co-creation and consumer-brand
engagement (CBE), the scholarly attention afforded to the importance of social media …

The consolidation of Web 2.0 has modified the way people communicate and interact with
tourists. User-generated social media communication continues to increase: to the detriment …

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

This research is a comparative study of the marketing of luxury brands by social media and
by traditional media. It examines the influence of status consumption and brand equity and …

Globally, environment and consumer interactions are rapidly changing due to digital
technologies and digital media marketing. The introduction of new digital technologies and …

Purpose Limited research has explored why and how cause-related marketing on social
media influences consumers' responses. Drawing upon balance theory and consistency …