... was employed to collect data. Then, this study adopts artificial neural network (ANN) to check the robustness of partial least squares-structural equation modelling (PLS-SEM) empirical results. Findings The findings confirm that social media marketing and collectivism are potent external stimuli to promote...

... 22 09 2024 09 11 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Surrogate advertising Social media marketing Theory of planned behaviour Subjective norms Consumer scepticism Surrogate advertising effectively promotes...

...Jusuf Zeqiri; Paul Sergius Koku; Costinel Dobre; Anca-Maria Milovan; Vjollca Visoka Hasani; Tetiana Paientko Purpose Purpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM...

...Tao Zha; Eugene Cheng-Xi Aw; Omkar Dastane; Angeline Gautami Fernando Purpose This research aims to unravel the intricate relationship between luxury brands' social media marketing strategies (i.e. communication and engagement) and their impact on consumers' willingness to pay a premium and brand...

... of understanding the two concepts. Forty-nine product categories (e.g. Mobile phones, soda) frequently advertised by Instagram influencers were tested. Based on the ratings, two products were selected for each condition. Social media marketing Influencer marketing Consumer psychology Social perception...

...Wondwesen Tafesse; Tor Korneliussen Purpose The purpose of this study is to investigate the contribution of social media teams to firm social media performance. Although social media teams are tasked with planning, executing and optimizing the social media marketing effort of firms, little...

...Kaustav Mukherjee Purpose The modern-day digital marketers use social media as a tool for brand awareness and customer engagement. However, whether social media marketing can actually impact deeper into the users’ emotional level and instigate purchase intention is a popular moot point...

.... Practical implications Ultimately, managerial implications for social media marketing and Instagram influencer-based branding are provided. From the perspective of marketing planning, the findings speak to the power of influencer marketing as an effective branding strategy. Originality/value The paper...

... social media use in business-to-consumer (B2C) contexts. Design/methodology/approach Since social media marketing is a relatively new activity for B2B companies an interpretivist stance that is inductive in nature is adopted. Semi-structured interviews were conducted with marketing professionals...