...), we asked for the top 25 theories used in IM, digital marketing, social media marketing and AI marketing. Each AI platform was then prompted to review the theory lists to identify commonalities. Findings A total of 29 theories were grouped into 6 theoretical categories: (1) social...

... evidence-based guidance for aligning PM with specific product categories in visual merchandising and social media marketing. Byung Kyu Kim can be contacted at: kyukim@yonsei.ac.kr All authors contributed equally. 30 11 2024 28 06 2025 13 11 2025 23 01 2026 23 01...

... Publishing Limited Licensed re-use rights only AI disclosure Brand loyalty Perceived relational investment Social media marketing Consumer-brand relationship Shanghai Educational Science Research Project C2025059 AI has been increasingly spotted on social media platforms...

... the formulation of an initial scale for use in the SMM context. Sharenting Sherub Marketing Social media marketing Scale development S-commerce Social media marketing (SMM) has emerged as a prominent study area in the past decade, shedding insight on the evolving nature of consumer...

... or as a subject/topic area. Figure 2 offers a research framework. James W. Peltier can be contacted at: peltierj@uww.edu 15 03 2025 23 04 2025 08 06 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Social media marketing e...

... © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Virtual influencer Social media marketing Social cue Anthropomorphism Source credibility model Social information processing theory The growth of social media has facilitated the rise...

... marketing. Brands and social media content creators are advised to rethink vlogs as a creative genre for long-term brand–influencer collaborations and implicit social media endorsements. Influencer marketing Vlogs Vloggers Parasocial relationship Influencer credibility Social media marketing...

... marketing landscape. Social media marketing Advertising Business ethics Interactivity Personalization Virtual agents Marketing ethics Information technology Privacy Intellectual property Human–computer interaction Computer-mediated environments Artificial intelligence (AI), once...

... 03 2024 06 05 2024 © Tanaltay Altug, Ozturkcan Selcen and Kasap Nihat 2024 Tanaltay Altug, Ozturkcan Selcen and Kasap Nihat Licensed re-use rights only Consumer engagement Brand post popularity Digital branding Twitter Platform X Social media marketing Researching...

... Limited 2023 Emerald Publishing Limited Licensed re-use rights only Social media advertising Social media marketing Branding Brand management Mobile marketing the Humanity and Social Science Youth foundation of Ministry of Education of China 22YJC630074...

... (temporal orientation) or simulated by psychological distance (timeframe of promocode), influencing their purchase intentions for social media advertised products. The present research contributes to the social media marketing literature by identifying the role of positive emojis with different emotional...

... engagement Brand trust Brand loyalty Facebook Social media marketing Jordan Hamzah Elrehail is the corresponding author and can be contacted at: cs-hamzah@hotmail.com ; h.elrehail@adsm.ac.ae 08 03 2021 07 07 2021 23 09 2021 09 11 2021 Figure 1 Conceptual research...

... at: Caroline.Munoz@ung.edu Social media marketing Advertising Social media advertising Consumer behavior Social networking sites Personal branding Virtual marketing We also examine candidates' Instagram content that garnered the “most comments” from users during the campaign period. The following...

... 26 08 2021 27 08 2021 27 08 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Social media marketing Online advertising Online consumer behavior Direct marketing Word-of-mouth marketing Etribes and online communities...

... at: laurence.dessart@gmail.com 25 11 2019 15 07 2020 29 12 2020 23 03 2021 23 03 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Social media marketing Brand management Virtual communities Consumer loyalty Social media...

... to a narrow scope of content or information that is closely related to the brands alone. Ai-Zhong He can be contacted at: haz6526@163.com © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Social media marketing Interactivity Brand personality...

... Limited 2021 Emerald Publishing Limited Licensed re-use rights only User-generated content Source homophily Source credibility Word-of-mouth marketing Social media marketing Influencer marketing The rapid development of Internet technology has produced many new media platforms...

... 2019 11 01 2021 11 03 2021 14 03 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Social media marketing Branding Consumer behavior Consumer behavior internet Advertising Social media advertising Compared...

...@yahoo.com 24 05 2020 09 12 2020 12 02 2021 07 03 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Social media marketing Branding Relationship marketing Social media Consumer engagement Brand post Interactivity...

... it as an interactive concept that captures an individual’s connection with a brand, as well as the empowerment that results from the interaction with the brand. Keyw o rds Agility Perceived social media agility Customer engagement Change-seeking behavior Social media marketing Interactivity Brand equity...