... the bibliometric and content analyses, revealing the impact of emerging digital technologies on SMEs’ digital marketing strategies: (1) strategies for social media marketing in SMEs, (2) impact of social media marketing on SMEs’ growth and competitiveness, (3) digital marketing and its impact on SMEs’ performance...

...Fangfang Li; Susana C. Silva; Jorma Larimo Purpose The purpose of this paper is to investigate the factors influencing the development of social media marketing strategy in an international context. We specifically look at the potential drivers and barriers throughout the social media marketing...

...Kirsten Cowan; Alena Kostyk Purpose Do luxury consumers negatively evaluate digital interactions (website and social media) by international luxury brands? The topic has received much debate. The authors argue that luxury brand personality (modern vs. traditional), which encompasses a more stable...

...Denitsa Dineva; Jan Breitsohl; Holger Roschk; Masoumeh Hosseinpour Purpose Since the start of the COVID-19 pandemic, one dark social-media phenomenon in particular has experienced a significant rise: consumer-to-consumer (C2C) conflicts, i.e. consumers who verbally attack each other in response...

...Matti Saari; Lauri Haapanen; Pia Hurmelinna-Laukkanen The number of articles analyzed in this study was relatively small, resonating with the nature of an emerging research area. Research on social media has only taken off over the last years, and it is understandable that there is limited...

...Mahmoud Abdulai Mahmoud; Matilda Adams; Aidatu Abubakari; Nicholas Oblitei Commey; Adelaide Naa Amerley Kastner Purpose The study sought to examine the influence of social media resources on export performance and the role commitment and trust play in this relationship using an integrated model...

...Jeryl Whitelock; John W. Cadogan; Shintaro Okazaki; Charles R. Taylor Purpose The primary aim of this article is to identify theoretical foundations that can be used in research on social media in the context of international advertising research. An additional objective is to identify future...