The main aim of this paper was to investigate the effect of four features of social media
marketing on the purchase decision of consumers in the fast-food industry. It also aimed to …

The aim of this study is to explore social media marketing activities (SMMAs) and their
impact on consumer intentions (continuance, participate, and purchase). This study also …

The use of the internet and social media have changed consumer behavior and the ways in
which companies conduct their business. Social and digital marketing offers significant …

Social media marketing (SMM) is a new field that involves the marketing of goods, services,
information, and ideas via online networks and social media. Drawing on the stimulus …

This research investigates the robustness of the relationship between social media
marketing activities (SMMA) and brand loyalty (BL). This relationship is examined based on …

Social media offers a social interaction environment where consumers have the opportunity
to communicate with brands, exchange ideas with other users, produce content and …

The aim of this study was to analyze hotel brand loyalty (HBL) based on a systematic
literature review conducted according to the preferred reporting items for systematic reviews …

Purpose This study explores central questions related to the connection between social
media marketing activities (SMMAs), user engagement and the self-brand connection of …

Word of Mouth (WOM) has been one of the most important channels of communication in
information exchange among consumers (Chan & Ngai, 2011; Chu & Kim, 2011; Kim et al …

Social media marketing activities have been grasping considerable attention from marketers
and researchers recently, as demonstrated by more research efforts investigating these …