43 Results Found

The present study’s objective is to investigate the influence of active and passive social media brand page engagement on eWOM, via self-brand connection. To accomplish this objective, an online survey was conducted among a sample of Facebook u...

Companies use emoticons in the content of their brand fan pages as a means to enhance their relationships with consumers. Few studies have been conducted on how emoticons work on Facebook brand fan pages. In addition, previous research on emoticons d...

The objective of this research is to bridge the gap by proposing a content-based framework that is specifically designed to operate in social media environment. This study proposed a recommendation framework that integrated the features of brand page...

Although emojis are widely used on social media brand pages, their effectiveness remains unclear. Drawing on the brand anthropomorphism literature, this research proposes that emojis function as anthropomorphic cues that simultaneously increase perce...

Nowadays, numerous companies present themselves on social networking sites (SNSs) by establishing brand communities to maintain continuous interaction with existing and potential customers to influence their brand choices, promote the products and se...

This study targeted community members who have purchased smartphone and have joined the official brand fan pages of the smartphone brands for at least six months. A total of 681 valid samples were collected. Structural equation modeling was employed...

Purpose—Using a sample of universities from Europe and North America the research herein seeks to understand the content trends of university brand pages through an exploration of the social community and the measurement of user participation and beh...

Facebook pages of cosmetic products have substantially grown among millennial consumers. This study aims to explore the motivational factors that affect different types of millennial followers’ engagement, including followers on Facebook pages...

As consumers spend more time on social media, brands can take advantage of this opportunity to better serve and communicate with their followers. Still, given the characteristics of luxury, luxury brands may be reluctant to use social media. To deter...

This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer...

In the current era, social media is changing how people interact with each other and their perceptions of branding, marketing, and commerce. Due to the growing concern about the sustainability of the environment and the wellbeing of societies, green...

To assess the marketing of food on Facebook in relation to Government regulations and the industry’s self-regulatory codes in Thailand, Facebook pages of 30 of the most popular food brands with young people in Thailand and consumer engagement (...

Florists have been adopting social media as a new marketing instrument to promote their business. However, academic research has rarely looked into the existing state of that adoption. Consequently, several fundamental problems remain unknown regardi...

The first and foremost task of a phishing-detection mechanism is to confirm the appearance of a suspicious page that is similar to a genuine site. Once this is found, a suitable URL analysis mechanism may lead to conclusions about the genuineness of...

The effect of the Internet and social media on consumer behavior has recently begun to outweigh the effect of traditional marketing strategies. Therefore, numerous enterprises have begun to use social media to communicate with brand users, and social...

This research investigates the impact of applying neuromarketing techniques to three practical examples of higher education (HE) branding: an official college website page, an official college Facebook page, and recorded online video lectures used fo...

Numerous brands utilize social media to capture consumers’ interests while promoting their sustainability goals. To understand how sustainable fashion brands communicate with their consumers, this study explored the visual and textual informati...

With the growing interest in sustainability, brands increasingly use social media not simply to advertise their products but also to share their positions on ongoing public issues. This study investigates the effect of public-issue posts on consumers...

In this paper we aim to conduct inference on the “lift” effect generated by an online advertisement display: specifically we want to analyze if the presence of the brand ad among the advertisements on the page increases the overall number...

Football clubs can be considered global brands, and exactly as any other brand, they need to face the challenge of adapting to digital communications. Nevertheless, communication sciences research in this field is scarce, so the main purpose of this...

This article presents the results of a study that sought to analyze the relationship between minors and brands on social media. The frequency with which minors search for or share information or subscribe to brand web pages was measured, as well as t...

The coffee industry has grown into a highly competitive management environment, which has led to the contemplation of differentiated marketing strategies as tools for business success. Practitioners operate their own SNS brand pages to encourage cust...

This study explores how the green marketing mix affects customer green brand trust, customer green buying behavior, and electronic word-of-mouth (eWOM). A total of 990 fast-food customers participated in this study. Structural equation modelling (SEM...

Because of the complexity of the actors and the relationships between them, social networks are always represented by graphs. This structure makes it possible to analyze the effectiveness of the network for the social actors who are there. This work...

Sustainability strategy at companies has become a key business and management aspect for the development and success of an enterprise. The communication of strategies and actions relating to sustainability has become increasingly important for both c...

In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others. Visual communicat...

Social media are an important approach for florists to reach consumers, and many florists have set incentives to encourage users to engage with their social media pages. However, various subjects can serve as rewards, but what is more effective for e...

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-...

This study addresses the ecological impact of the internet’s energy consumption by examining the topic of sustainable web design from a consumer-centric perspective. Sustainable web design, encompassing data volume reduction, website element op...

This study evaluates whether an AI-built DeFi website case can match professionally developed DeFi platforms in digital marketing performance, innovation-related strategic behavior, and entrepreneurial impact. Using a multi-method design, we compare...

The spread of social networks and the high level of penetration of digital content and mobile devices have created a society in which consumers expect constant communication from companies. In addition, communication on social media is often accompan...

This project investigates English–Spanish codeswitching in internet memes posted to the Facebook page, We are mitú (mitú), and analyzes how lexical insertions and quotatives contribute to the enregisterment of linguistic patterns...

Sustainable overseas engagement concerns the maintenance of culturally legitimate and trustworthy relationships with host-market stakeholders over time. This study examines how multimodal content strategies relate to differentiated interaction on Fac...

Antivenom immunotherapy is the mainstay of treatment for snakebite envenoming. Most parts of the world affected by snakebite envenoming depend on broad-spectrum polyspecific antivenoms that are known to contain a low content of case-specific efficaci...

This paper examines the trustworthiness of generative AI as a tourism recommender system by analyzing how ChatGPT5.2 responds to an open-ended, zero-shot prompt: “Recommend me a list of 10 German Christmas Markets.” Using German Christmas...

Visual selective attention is a cognitive process by which humans efficiently process critical visual information. It reflects the user’s authentic visual thinking and can be applied by designers in age-friendly design to enhance the user exper...

Social Media Analytics (SMA) is more and more relevant in today’s market dynamics. However, it is necessary to use it wisely, either in promoting any kind of product/brand, or interacting with customers. This requires its effective understandin...

Recent developments in blockchain technology have enabled the development of wallet applications for storing peoples’ cryptocurrency reserves. Cryptocurrency wallet applications could deploy affiliate marketing processes to increase the visibil...

Today, consumers consider food packaging to be as equally important as a product brand. In addition, the increase in smartphone usage by consumers has led marketers to design new forms of packaging. Among the latest marketing trends, smart packaging...

Vision impairment affects at least 2.2 billion people worldwide, with the burden disproportionately concentrated in low- and middle-income countries (LMICs), where eye care infrastructure remains inadequate and digital health adoption is severely lim...

In order to capture the value of cultural creativity, this study explored regional cultural creativities with different creative forms to understand how people interpret and interact with various regional cultural creative images. This was done by an...

While policies targeting education in schools, marketing campaigns, and taxation strategies are of great importance to tackle our population’s malnutrition, there is growing concern about enhancing the supermarket environment to promote healthi...

Social media platforms have become critical infrastructures for customer relationship management (CRM), requiring scalable and intelligent solutions to handle high-volume interactions. In the luxury fragrance sector, digital promotion poses a unique...