...Christin Seifert; Wi-Suk Kwon Purpose The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in brand value co-creation and brand trust change, thereby influencing...

... 2015 © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Social media marketing B2B branding Social networking sites Brand management Global brands Marketing theory is agreed that marketing communications objectives need...

.... Consumers’ perceived social‐adjustive function of a luxury brand is a positive predictor of their attitude toward the luxury brand before they visit the luxury brand's Facebook. © Emerald Group Publishing Limited 2012 Consumer behaviour Social media Social networking sites Brand management...