... priorities, not guaranteed revenue outcomes, given the cross-sectional and luxury-specific design. Social implications By clarifying which social-media-marketing elements actually translate into consumer loyalty, the study informs more accountable digital-marketing practice in emerging Asian social...

... by logistics service providers can become highly visible and managerially consequential in this digital environment. Recent evidence shows that social media marketing activities can strengthen logistics brand equity and reuse intention among Chinese consumers (Lin et al., 2024). Content-analytic work...

... customers and has gained prominence in social media marketing (SMM) as digital trends evolve (Petrescu and Korgaonkar, 2011). In the business-to-consumer (B2C) sector, many companies offer compensation for referrals, influencing consumer pricing indirectly through the ideal referral rate (Dose et al...

...Tatik Tatik; Doddy Setiawan Purpose This study aims to examine the main factors that influence the adoption of social media marketing (SMM) by small and medium-sized enterprises (SMEs) in Indonesia and how the influence of social media marketing on the performance of micro, small and medium-sized...

... social media marketing (BSMM) activities and online consumer brand engagement (CBE) via mediating consumers' emotions in the modest luxury fashion branding post-pandemic context. Design/methodology/approach This study conducted a post-pandemic survey in five major metropolitan cities in Pakistan...

...Sajjaad Moedeen; Eugene Cheng-Xi Aw; Mohammad Alryalat; Garry Wei-Han Tan; Tat-Huei Cham; Keng-Boon Ooi; Yogesh K. Dwivedi Purpose This study aims to propose and test a research model outlining the chain effects of social media marketing activities (SMMA) on brand equity, encompassing...

... 05 2023 10 05 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Mobile apps App security Consumer satisfaction In-app purchases Social media marketing The proliferation of smartphones has led to a surge in mobile...

...Hasan Yousef Aljuhmani; Hamzah Elrehail; Pelin Bayram; Tariq Samarah Purpose This study explores some central questions related to the connections between social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the mediating role of social media customer brand engagement...

...Man Lai Cheung; Guilherme Pires; Philip J. Rosenberger III; Wilson K.S. Leung; Man Kit Chang Purpose The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity...

...Massoud Moslehpour; Alaleh Dadvari; Wahyudi Nugroho; Ben-Roy Do Purpose The present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework...

...Man Lai Cheung; Guilherme Pires; Philip J. Rosenberger Purpose This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge. Design...

...Ying Sun; Shanyong Wang Purpose The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms...

...Jiani Jiang; Bruce A. Huhmann; Michael R. Hyman Purpose The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies. Design/methodology/approach Study 1 compares physical characteristics of males in visually...

...Artha Sejati Ananda; Ángel Hernández-García; Emiliano Acquila-Natale; Lucio Lamberti Purpose The purpose of this study is to investigate the perceived exposure of fashion consumers to different types of fashion brands’ social media marketing (SMM) actions in social media, and its relationship...

...Ahmed Rageh Ismail Purpose The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach A self-administered questionnaire was developed and administered to a convenience...