Every aspect of human activities has been influenced by social media, but how this influence
is affecting individual decision making in different context had not been studied yet. This …

Social media brand pages act as excellent means for engaging consumers. While most
sport clubs use social media such as Facebook to enhance fan engagement, extant …

The collection and analysis of digital data from social media is a rapidly growing
methodology in sensory-consumer science, with a wide range of applications for research …

Big data analytics capability (BDAC) is the key resource for competitive advantage in the
drastically changing market. Although some studies have investigated the impacts on firm …

Online review data refers to customer opinions (eg, text reviews, numerical ratings, and
personal information) left on online retailing and review platforms. Here, we provide insight …

The growth of digitalisation has fundamentally changed the interaction between food
suppliers, consumers, and governments. Despite recognition of its significance by …

Over the last decade, digital marketing and technology have gradually penetrated the food
and beverage industry, redefining its marketing mix. However, the urgency caused by the …

Advances in technology have made product updates more frequent and allowed consumers
to choose different versions of the same product based on their preferences. It is crucial for …

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 …

Professional generated content (PGC) serves as a vital and reliable online source that
provides large-scale information about various aspects of brands and products. This study …