...Abed Mahmoudian; Behzad Izadi; Do Young Pyun Purpose One of the research gaps at the intersection of social media and athletes is understanding fans’ preferences for elite athletes’ Instagram content. This study aims to identify the key elements of content on elite athletes’ Instagram pages based...

... is to analyze how actual consumers respond to corporate social advocacy (CSA) on social media. Design/methodology/approach This exploratory study used content analysis to examine more than 13,000 Instagram comments on posts made by Dick’s Sporting Goods and Patagonia taking a stand after the U.S. Supreme...

... Exploratory study Virtual influencer Computer-generated influencer Social media Influencer marketing is a highly effective strategy used by brands to increase awareness and attract social media users (SMUs), especially millennials and Generation Z (MZ) members (Jhawar et al., 2023...

... their experiences in facing society. Originality/value By experimenting with participatory frameworks and combining physical interactions (such as in-person meetings) with digital platforms like Zoom and social media, the authors suggest a multi-method approach that honors the authentic stories of the research...

...Jack Wei Purpose Social media marketers are keen to understand how viewers perceive their brands on a platform and how the learning experiences from content can impact their attitudes toward a brand. This study aims to focus on examining the effect of firm-generated content (FGC) on X (formerly...

...Christopher Vardeman Purpose As a result of increasingly pervasive public social media use over the past decade, brands and marketers have begun to use internet memes as digital advertising vehicles, with some using specialized professionals to create memetic ad content. Despite this, little...

...Farhad Nazir Purpose The purpose of this study is to discern the underlying dimensions of destination branding and social media in the socio-geographical context of Pakistan. The study while selecting an event – Pakistan Tourism Summit 2019 – has explored the narratives of foreign social media...

...Vassilis Dalakas; Joanna Phillips Melancon; Izabela Szczytynski Purpose Given the division between conservative and liberal ideologies on many issues, brands navigate social media minefields whenever they take a social or political stance. This study aims to explore real-time social media consumer...

...Kent Le; Gokhan Aydin Purpose In spite of the rise of social media influencers observed in the 2010s, the direction and future of influencers are ambiguous. This popular yet overused marketing tool has shown certain problems and limitations such as a decrease in perceived authenticity and market...

... communicated through online and social media platforms, is used in high-performing hotels. Design/methodology/approach This research is based on a case study of four high-performing Irish hotels. For each case, multiple informants, including marketing managers, general managers and finance managers, were...

... social media and nontraditional sales channels to engage with customers. Companies are increasingly recognizing the value of establishing closer relationships with their customer base not only through the various social media platforms such as Facebook and Instagram (Quach and Thaichon, 2017) but also...

...Klaudia Kondakciu; Melissa Souto; Linda Tuncay Zayer Purpose In response to calls for more research on gender(s) in digital contexts, this paper aims to ask, how do individuals engage in self-presentation of their gender identities on social media? Design/methodology/approach Using a multi...

... this gap, seeking motivators for SN usage based on how SN consumption may be related to users’ experience of competition. Therefore, the purpose of this study is to investigate the influence of competition in social media usage. Design/methodology/approach The authors used an exploratory qualitative...

...Shayan Fouladi; Amir Ekhlassi; Kamal Sakhdari Purpose This paper aims to determine the affecting factors of the brand authenticity of startups in social media. Design/methodology/approach Using a qualitative method based on a grounded theory approach, this research specifies and classifies...

...Muhammad Naeem Purpose The use of social media and information exchange increased during Covid-19 pandemic because people are isolated and working from home. The use of social media enhances information exchange in a global society, therefore customers are uncertain and not in a better position...

...George Rossolatos Purpose This paper aims to contribute to the augmenting literature on consumer brand engagement (CBE) in social media brand communities (SMBCs) by offering the model of the depth of brand engagement funnel (DOBEF). The model is intended to complement the multi-dimensional...

... et al., 2016) have been carried out; however, how brand selfies posted on SNSs appeal to non-users and how they interact with them remain unclear. Consequently, the intention of the current study is to provide some insight in this area. As social media usage becomes prevalent and the selfie...

.... Originality/value Using the service-dominant logic as a guide, this paper offers greater insight into the theory and practice of social media marketing in the hotel industry, an under-studied and fragmented research area. The rise of social media has had a significant impact on marketing academia...

... on the identity projects of men entering fields traditionally occupied by women and coded as feminine is established, there is a lack of understanding of how gender identity is (re)constructed digitally, especially on social media. David E. Williams can be contacted at: williams@edwards.usask.ca 31 01...

...Stacy Grau; Susan Kleiser; Laura Bright Purpose The purpose of this paper is to explore the phenomenon of social media addiction among student Millennials. The authors use the consumption continuum as a theoretical framework. Design/methodology/approach The authors used a “media deprivation...