... Social networks Fashion marketing Social media Influencers COVID-19 Influencer marketing SMI marketing has been used by fashion brands with great success (Glucksman, 2017), and for certain brands, it is unthinkable to rely on traditional marketing and PR tools to reach and engage young...

...William Hallock; Anne L. Roggeveen; Victoria Crittenden Purpose This paper aims to develop a richer, more complete understanding of how firms define and consider customer engagement on social networks. The research builds from the theoretical backdrop of customer engagement. The research then uses...

... rather than face-to-face. The explosion of blogs, discussion forums and social networking sites provides many opportunities for studying the process of impression formation. The study thus aims to explore how online community members (OCMs) form impressions about a company that is using OCs for corporate...

...Zeljka Hadija; Susan B. Barnes; Neil Hair Purpose The purpose of this paper is to focus on college students, users of online social networks, as main sources of information that helps advertisers understand the ways in which advertisements are perceived online. Design/methodology/approach...