The spread of social media platforms enhanced academic and professional debate on
social media engagement that attempted to better understand its theoretical foundations and …

Nowadays, digital consumer engagement has proliferated like never before. Consumers can
now interact with a business, company, or brand through technology, making it easier for …

Digital technologies have become critical to businesses for their engagement, sales, and
other marketing-related activities. However, despite massive attention over the last few …

The use of Twitter for innovation in business markets | Emerald Insight Books and journals
Case studies Expert Briefings Open Access Publish with us Advanced search The use of …

The concept of storytelling has gained prominence within entrepreneurship, especially as
the key property underpinning the process of cultural entrepreneurship. Although it is …

This study reviews sport marketing studies focusing on social media to identify research
gaps and provides future research directions. The authors critically evaluate 37 papers that …

Data are currently characterized as the world's most valuable resource and agriculture is
responding to this global trend. The challenge in that particular field of study is to create a …

The study examined the factors that influence fan bond creation with a football club on social
media. The aim of this work is to show what football fans are guided by when deciding to …

Purpose Online brand communities (OBCs) and their role in determining consumer behavior
is gathering interest of theorists and practitioners. This study examines the role of OBCs in …

Creating engaging brand posts is both vital and challenging for social media marketers.
While previous research suggests that digital marketers can strategically design brand posts …