...Surat Teerakapibal; Mathupayas Thongmak Purpose This study aims to understand luxury brands’ communication strategies on social media and to evaluate the effectiveness of marketer-generated content (MGC) on Twitter. Design/methodology/approach MGC’s characteristics in terms of media richness...

... focused on Twitter (aka “X”) in the USA. Future research may replicate the study in other social media platforms and countries. The authors introduce “shielding” – liking and sharing content authored by a recognizable source – as a tactic for impression management on social media. Practical...

... pandemic. These studies included social media engagement with the most followed accounts (Twitter), discussion board commenting (Reddit) and news content sharing (Facebook). Findings Even though people spent more time online during the pandemic, the current research finds people were actively engaging...

...@kcl.ac.uk 09 12 2018 26 12 2019 26 04 2020 21 10 2020 24 10 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Stakeholder relationships Twitter Corporate social responsibility Social media Metric development...

...Wayne Read; Nichola Robertson; Lisa McQuilken; Ahmed Shahriar Ferdous Purpose This paper aims to develop and empirically test a theoretical framework of consumer engagement with brands on Twitter. Design/methodology/approach Depth interviews were conducted to gain initial insights...

...Salim Chahine; Naresh K. Malhotra Social media have recently become an important strategic marketing tool to increase firm value. Based on an integrated theoretical framework, this study aims to examine the market reaction at the time of the creation of a Twitter platform for 312 firms from...

..., studies that investigate the presence of DJ and the contrasting view point to DJ, namely, that of negative double jeopardy (NDJ), are lacking. This study aims to contribute to this identified research gap and examines the presence of DJ and NDJ within a product category, utilising data from Twitter...