... atmospherics Social media Social commerce, a rapidly expanding subset of e-commerce, allows consumers to purchase products directly on social media platforms (George et al., 2023). Its market is projected to exceed US$1 trillion by 2028 (Statista, 2025), fuelled by platforms like TikTok...

...Yuri Siregar; Anthony Kent; Anne Peirson-Smith; Congying Guan Purpose The aim of this paper is to assess the use of social media by Gen Z consumers and the ways they impact on and re-shape their fashion consumption journey. This generational approach uses the lens of uses and gratifications theory...

... are based on an extensive literature review and tested using adapted existing scales for the constructs-social media usage for apparel, electronic word of mouth (EWOM), conviction, apparel e-retailer's brand reputation and online purchase intention towards apparel, and data are collected from 362 online...

...Angie Lee; Te-Lin Doreen Chung Purpose Retailers recently have started communicating their corporate social responsibility (CSR) commitments to their consumers directly on social media. That is to say, CSR communication has expanded to social media that allow two-way communication, distinct from...

... to be interactive with their audience, while intrinsically building their personal power and passion as sources for these interactions. Social media Influencers Brand encroachment Personal power Seung Hwan (Mark) Lee can be contacted at: lee.mark@ryerson.ca 31 07 2020 21 11 2020...

.... The researcher, in this regard, recognizes that every individual attach different meanings and levels of importance to a certain social phenomenon. This is also evident from information about COVID-19, which was highly exchanged using social media. The researcher collected information on how social media...

... phone, b) tablet, c) computer, d) social media and e) brick-and-mortar. Fewer differences were found amongst the generational cohorts in terms of amount spent per channel. Research limitations/implications The research was successful in analysing variances in multi-channel behaviour amongst the baby...

... are widening their marketing management approach, including the use of social media to communicate with consumers and to promote healthy food. The purpose of this paper is to investigate European retailers’ social media communication content used to promote healthy food products, by analysing retailers...

... effects of cognitive effort and consumer demographic variables (age and gender) are examined. Design/methodology/approach The proposed model is tested by employing a quantitative survey design consisting of 832 consumers with prior experience in engaging with brands on social media. The respondents...

... the generalizability of the results. The data set was cross-sectional and based on self-reported data. First, the study indicates that the social media can offer a unique platform for C2C e-commerce that may result in unique and differentiated consumption experiences. Second, firms should carefully analyze how...

...Guida Helal; Wilson Ozuem; Geoff Lancaster Purpose A phenomenon that has revolutionized society is the technological millennial approach to communication. Social media has matured into a prime channel for regular interactions and development of brand–customer relationships that enrich a social...

...Constanza Bianchi; Lynda Andrews © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Given the widespread popularity of social media such as Facebook, Twitter and Instagram, understanding consumer-brand engagement behavior within social media...

... is linked back to the extant contemporary debate on social media. This study shows that customers respond to company posts for the following reasons: to communicate with the stores, to converse with other customers, to express their emotions, to share their experiences as employees of the stores...

... of this paper is to look more closely at communications campaigns based on environmental theme through social networks. Design/methodology/approach – In this respect, social media can be considered a direct communication tool conducive to the promotion of sustainable development. Therefore, the paper...