...Young Eun Park; Hyunsang Son Purpose This study aims to investigate how social distance (proximal vs distal) and self-construal (independent vs interdependent) interact to influence the virality of social media challenge campaigns. Design/methodology/approach We employ a mixed-method approach...

... = 457) and a two-way ANOVA to investigate the impact of privacy concerns on trust and the adoption of new social media and digital commerce. A mediation analysis using SPSS 25.0 ( PROCESS ) examines perceived prestige as a moderator and trust as a mediator between privacy concerns and adoption...

...Min Tian; Haiqiang Hu; Meimei Chen Purpose Virtual influencers (computer-generated characters on social media) have rapidly emerged as pivotal marketing personas. However, prior reviews lack integrative frameworks and often overlook recent conflicting findings. This study synthesizes...

...Yuchi Zhang; Kunpeng Zhang Purpose The study explores the paradoxical impact of managerial responses to negative comments on social media, revealing how offering compensation inadvertently escalates negativity into a vicious cycle. Through a unique Facebook policy quasi-experiment, we show...

...Jing Yang; Kelly Basile; Xiaowei Zhao Purpose This study examines how top global brands changed their corporate social responsibility (CSR) communication on social media during a victim crisis, and how their CSR communication on social media influenced consumer sentiment. Design/methodology...

...Sara Herrada-Lores; Mariola Palazón; M. Ángeles Iniesta-Bonillo; Antonia Estrella-Ramón Purpose This research analyses how dialogical communication on social media enhances the effectiveness of sustainability messages in terms of brand engagement and purchase intention. Dialogical messages...

...James W Peltier; Andrew J Dahl; Lauren Drury; Tracy Khan Purpose Conceptual and empirical research over the past 20 years has moved the social media (SM) literature beyond the embryotic stage to a well-developed academic discipline. As the lead article in the special issue in the Journal...

...Kristen L. Walker; George R. Milne Purpose The authors argue that privacy is integral to the well-being of consumers and an essential component in not only corporate social responsibility (CSR) but what they term uniquely as social media responsibility (SMR). A conceptual framework is proposed...

... report higher perceived discrimination when the firm fails to respond to a Black customer's negative or neutral (but not positive) brand-related feedback on social media. The results also indicate that Black (vs. White) customers exhibit lower engagement through perceived discrimination in the case...

...-influencers, and it can mitigate the negative attitude toward commercial postings. Originality/value Based on trust transfer theory, this research is a pioneer in investigating the effectiveness of verified badges on social media. These findings contribute to the field of influencer marketing...

... in problematic social media interactions and explore their role in IVF. Design/methodology/approach By combining a text mining algorithm, nonparametric Spearman's rho and thematic qualitative analysis in an explanatory sequential mixed-method design, the authors (1) categorize customers' comments as positive...

... help companies develop and implement effective cause-related marketing strategies via social media, providing consumers with an opportunity to show others how they support social and environmental issues. Originality/value This study increases the understanding of the influence of the number...

...Do Yuon Kim; Hye-Young Kim Purpose This study examined how social media influencers create and leverage followers' attachment to deliver marketing messages by applying human brand theory and attachment theory. Design/methodology/approach An online self-administered survey by 490 US adults who...

... the spread of the COVID-19 affects consumer brand engagement on social media for global brands through the mechanisms of the COO and consumer animosity. Design/methodology/approach The authors collect consumer engagement activity data from Facebook for eight global smartphone brands and match...

... to post about products and brands, and the authors analyse different incentives for encouraging them to spread the word on social media (via electronic word-of-mouth [e-WoM]). Design/methodology/approach A 2 × 3 between-subjects experimental design was developed in which 359 technological opinion...

...Chunli Ji; Susana Mieiro; Guihai Huang Purpose Social media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer...

...-structured personal interviews were conducted towards actively engaged parents on social media. For inferential analysis, responses of 23 parents were analysed with the help of theoretical thematic analysis Findings The findings uncover the multifaceted reasons persisting behind sharenting activities...

...Laurence Dessart; Cleopatra Veloutsou Purpose In an era where companies shift a part of their marketing budget to support their social media presence, very little is known about the antecedents and effects of participant identification in a social media community. This paper aims to examine...

...Zalfa Laili Hamzah; Hazwani Abdul Wahab; Muhammad Waqas Purpose The purpose of this study is to identify the customer perceptions of social media brand post characteristics that drive consumer engagement with the brand post. Furthermore, this study identifies the customer-brand relationship...

...Zheng Shen Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach...