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Keywords: Social media platforms
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (6): 1395–1430.
Published: 22 May 2026
...Pavankumar Gurazada; Maity Moutusy; Hyokjin Kwak; Charles R. Taylor Purpose This paper aims to investigate factors influencing consumer engagement ( CE ) on social media platforms from the perspective of the firm. Affordance theory and information processing explain user response to brand posts...
Includes: Supplementary data
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (4): 995–1022.
Published: 03 December 2020
... for the moderating role of brand type and social media platform. Design/methodology/approach Two separate online surveys (Study 1 (N1) = 341, Study 2 (N2) = 183) were conducted to measure the constructs of interest. Regression analyzes tests research hypotheses; PROCESS Model 1 was used to test...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (11-12): 2002–2029.
Published: 14 November 2017
...Elaine Wallace; Isabel Buil; Leslie de Chernatony Purpose This study aims to investigate the relationship between young people’s Conspicuous Donation Behaviour (CDB) on social media platforms and their offline donation behaviour, specifically intentions to donate and volunteer time. It also...
