... 2023 05 04 2023 08 04 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Brand roasting Brand-to-brand communication Humor Social networking sites Figure 1. Conceptual model Source: Authors' own work This study...

... Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Viral advertising Consumer socialization Content likeability Social networking sites Besides content-related factors, social media has become a powerful branding tool for organizations (Kulkarni...

... 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...

... Internet marketing Social networking sites Web 2.0 Computer-mediated communication Online brand communities (OBC) are specialized, non-geographically bound communities based on a structured set of social relations among the admirers of a brand (Muniz and O'guinn, 2001). OBC members contribute...

... Social networking sites Digital growth Digitalizations The traditional personal selling process (Dubinsky, 1980), with its series of steps from prospecting to post-sale follow-up, is evolving (Andzulis et al., 2013 ; Singh et al., 2019). This evolution is in part because...

... at: yonathan.handarkha@uajy.ac.id 30 10 2018 30 04 2020 11 07 2020 21 07 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social media marketing Consumer generated advertising Structural equation modeling Social networking sites...

... 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social media marketing Online consumer behavior Qualitative research Customer value Social networking sites Visual merchandising Web applications play a significant role...

... 02 04 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social media marketing Facebook Twitter Social networking sites Social media is about the people! Not about your business. Provide for the people and the people will provide...

... 06 04 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social media marketing Qualitative research Consumer behavior internet Social networking sites Computer-mediated environments Social media has deeply changed the way...

...Kaustav Mukherjee; Neelotpaul Banerjee Purpose The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA...

... videos and pictures)” (p. 6) Two dimensions: (a) consuming and (b) contributing Types of engagement activities on brand pages Social Network Sites Tsai and Men (2017) Social media engagement behavior (SMEB) Van Doorn's et al. (2010) definition of CEB: “customers’ behavioral...

... research Value Social networking sites Consumer behavior internet Creativity Creative consumers According to the research priorities presented by Marketing Science Institute (MSI) in 2016-2018, one of the most significant needs and interests of the companies in terms of marketing directions...

... questionnaires, while the second is metrics-focused and assesses engagement using social media metrics and analytics (i.e. number of likes, shares, comments). Facebook Customer experience Experiential marketing Social networking sites Experience marketing The emergence of social media has...

...Jorge Arenas-Gaitán; Francisco J. Rondan-Cataluña; Patricio E. Ramírez-Correa Purpose The aim of this study is to analyze the antecedents of word-of-mouth (WOM) in a social networking sites (SNS) context, based on social identification theory and uses and gratification theory. This general...

..., social buzz can occur through social networking sites and dedicated social shopping sites. As social buzz, SSRs fall under the realm of disclosure guidelines by regulatory agencies. The Federal Trade Commission (2013) “.com Disclosures” publication specifies “clear and conspicuous” disclosure...

... Emerald Group Publishing Limited Licensed re-use rights only Facebook Consumer behavior Social networking sites Social media advertising Social media have transformed the nature and scope of social networks, allowing users to express their identities and establish, expand...

... in social media activities. Public relations Web 2.0 Twitter Marketing education Social networking sites Patrick Merle can be contacted at: Patrick.Merle@cci.fsu.edu 15 01 2015 14 04 2015 27 05 2015 © Emerald Group Publishing Limited 2016 Emerald Group Publishing...

...Chawanuan Kananukul; Sojin Jung; Kittichai Watchravesringkan Purpose – This study aims to propose and empirically test a cognitive-behavioral model of the perceived benefits of social networking sites (SNSs), trust in SNSs, brand trust, brand loyalty and customer equity in the context of fast...

... Publishing Limited 2015 Social media marketing Corporate communication Social networking sites Facebook Brand management Marketing communications Social media is an increasingly popular and relevant marketing tool that can significantly impact business marketing strategies and practices...

.... By taking advantage of Web 2.0 technologies, companies are using social network sites (hereafter: SNS) to promote and relay information about their brands (Kaplan and Haenlein, 2012). With the number of people accessing the Internet exceeding 34 per cent of the world’s population (Internet World Stats, 2013...