... ) and technology adoption frameworks, this study aims to investigate the effectiveness of social media marketing ( SMM ) activities in shaping consumer intentions to purchase technology service bundles (TSBs). Design/methodology/approach This study uses a mixed-method approach. In Study 1, a survey...

... Netnography Social media Social media marketing Technoculture Virtual influencers Word-of-mouth marketing Influencers are personal brands that build relationships with an engaged audience through a regular flow of consistent, authentic and distinctive content posted on at least one social media...

...-use rights only YouTube Young people Children Social influence Social psychology Social media marketing Influencer marketing Celebrity endorsement Vlog Long-form video marketing Native marketing Social media influencer (SMI) marketing is a highly relevant contemporary marketing...

...Alena Kostyk; Bruce A. Huhmann Purpose Two studies investigate how different structural properties of images – symmetry (vertical and horizontal) and image contrast – affect social media marketing outcomes of consumer liking and engagement. Design/methodology/approach In Study 1’s experiment...