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Keywords: Social media marketing
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Journal Articles
Real talk or posed shots? Unpacking GenZs reaction to candid vs curated brand posts on BeReal
Open Access
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2026) 21 (5): 96–116.
Published: 27 February 2026
... Social media marketing Social media plays an increasingly central role in contemporary advertising, with 5.04 billion users worldwide, representing 62.3% of the global population (Kemp, 2024). While dominant platforms such as Instagram, TikTok and YouTube continue to shape digital culture...
Includes: Supplementary data
Journal Articles
Moderating impact of brand authenticity and control over ads on the effectiveness of Facebook advertising: a two-sample study
Available to Purchase
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2023) 18 (3): 424–440.
Published: 28 April 2022
... advertising Social media marketing Brand The rise of social media users has transformed the marketing landscape. This contemporary landscape has provided marketers with ample opportunities to connect, develop and maintain their relationships with customers (Wang, 2021). Among the social media...
Journal Articles
Investigating digital storytelling for the creation of positively engaging digital content
Available to Purchase
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2022) 17 (2): 157–173.
Published: 22 March 2021
... brand loyalty and reputation (Kaur et al., 2020). Nicholas Nicoli can be contacted at: nicoli.n@unic.ac.cy 03 03 2021 04 03 2021 04 03 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Social media marketing...
