With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …

The emergence of social commerce has brought substantial changes to both businesses
and consumers. Hence, understanding consumer behavior in the context of social …

This paper examines the antecedents of branding co-creation that include social networking
sites'(SNSs) participation motivations, customer participation, brand trust and brand loyalty …

Applying uses and gratifications theory (UGT), this study examined consumers' use of one of
four social networking sites (SNSs): Facebook, Twitter, Instagram, or Snapchat, for following …

Purpose The study aims to develop a theoretical model that portrays the antecedents of
emotional attachment in the travel context by combining branding, marketing and …

Brand communities and social media often overlap. Social media is an ideal environment for
building brand communities. However, there is limited research about the benefits and …

Brand communities represent highly valuable marketing, innovation management, and
customer relationship management tools. However, applying successful marketing …

Twitter, the popular microblogging site, has received increasing attention as a unique
communication tool that facilitates electronic word-of-mouth (eWOM). To gain greater insight …

This study seeks to clarify the antecedents and consequences of trust and commitment
within the brand fan page context on Facebook, examining a sample of 210 respondents …

With keen competition in the online game industry, game developers and publishers are
finding new ways to induce players' to spend money on subscriptions and virtual items. As …