Purpose Digital technologies and social media have improved the connectivity and
collaboration between firms and customers in all sectors. However, in the luxury sector, the …

Brands, both human and corporate, are increasingly communicating with their consumers
using emojis. The current work examines if and how these pictographs shape online brand …

Purpose The present paper aims to explore the antecedents and consequences of social
media marketing (SMM) subsets on consumers' purchase intentions of Indonesian airline …

Ordinary celebrities related criteria to harvest fame and influence on social media | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

It is trendy for university libraries to offer services on social media (SM) platforms. As many
millennials prefer to use apps of photo-snapping, libraries unavoidably start to use …

The ever-increasing prominence of social media platforms demonstrates the level of
engagement of Indian luxury consumers. This study aims to determine the influence of social …

En la actualidad se está desarrollando un proceso de constantes cambios y profundas
transformaciones en la disciplina de marketing, contribuyendo en ello de manera especial …

Purpose The purpose of this study is to examine how social media facilitates the process of
customer engagement in quick service restaurants (QSRs). Customers characterized as …

The landscape in consumer marketing is changing due to the rise in popularity of social
media. This shift has also affected how higher education institutions build relationships with …

Luxury brands, with their capacity to provide multi-dimensional experiences, serve as
resources to enrich consumers' sense of self, a process known as self-expansion, which is a …