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Keywords: Social media interaction
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Journal Articles
Journal of Research in Interactive Marketing (2025) 19 (1): 98–114.
Published: 06 May 2024
...Supawat Meeprom Purpose This study aims to investigate the impact of self-identification with the event role on runners' social media interaction and willingness to donate. Design/methodology/approach Online survey data from 319 charity sport event participants are used in this study. Partial...
Journal Articles
Journal of Research in Interactive Marketing (2021) 15 (4): 787–803.
Published: 21 June 2021
...Lini Zhang; Haidong Zhao; Brenda Cude Purpose This study, which is based on the extended hierarchy of effects (HOE) model, aims to examine whether social media interactions with one or more luxury brands can affect consumers' knowledge of, affection for and purchases of as well as loyalty...
