319 Results Found

This paper explores the role of artificial intelligence (AI) in personalizing social media marketing strategies and its impact on customer experience, with a focus on consumers within the MENA region. Using data collected from an online questionnaire...

The fast development of technologies shapes the way companies address and understand their customers’ needs, including the more and more pressing call for sustainability. If, by now, many organizations use the advantages of social media in thei...

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...

Considering social media’s expansion worldwide, marketing academics and marketers emphasize the need to consider electronic word of mouth (eWOM) for strategic marketing decisions. However, there is limited research regarding the ways in which m...

The development of the digital and creative industry today opens up more opportunities to carry out marketing activities, both products and services; especially during the COVID-19 pandemic, which forced us all to switch to digital platforms. Social...

This study examines how social media platforms influence tourism marketing strategies, consumer perceptions, and travel behaviors, addressing their sustainability implications. It aims to evaluate the current state of research on social media in tour...

Artificial intelligence has become one of the major driving forces for business change in the modern business world. This study focuses on the link between marketing strategies, such as social media marketing and content marketing, and business susta...

This bibliometric review explores the role of social media in small- and medium-sized enterprises (SMEs) by examining the current literature and identifying research gaps. A comprehensive analysis of 293 Scopus-indexed journal articles published betw...

With the rapid growth of social media use in Nepal and their engagement with customers, understanding how these platforms support customer loyalty becomes essential for retail businesses. This study investigates the role of social media marketing in...

Acknowledging the widespread use of social media and the exponential growth of digital technology, a number of reputable organizations and small and medium-sized enterprises (SMEs) have shifted their traditional marketing tools to approach new market...

This article explores the integration of artificial intelligence (AI) in digital marketing through social and mobile networks and its role in fostering sustainable consumer behavior. AI enhances personalization, sentiment analysis, and campaign autom...

From the outset of the war in Ukraine, extensive crises in many sectors of the world economy have occurred, with firms offering services and products both online and through physical stores facing serious problems. These problems are mainly related t...

E-commerce is deemed as the sale and purchase of goods and services through the internet in exchange for money and data transfer to complete the transactions. E-commerce is at the forefront of transforming marketing strategies, based on new technolog...

Sustainability is an increasingly significant component of organizations across multiple industries. However, research in the field of digital marketing and its connection to sustainability is very scarce. Moreover, the relationships between sustaina...

The global creator economy has generated standardised monetisation strategies, yet their effectiveness varies significantly across regional contexts. This study examines how South African student influencers adapt global monetisation approaches to lo...

This review expands our insight into the ways the required adaptation to digital channels caused by COVID-19 has affected the creation of brand equity through social media marketing. Based on a systematic literature review, we propose a conceptual fr...

The rapid proliferation of social media has been redefining every facet of the old marketing and customer engagement tactics, not only for low-end and mass-market products but also for luxury brands. In this context, brands are dealing with the chall...

This research used a quantitative approach to explore the impact of social media marketing on consumer purchase intention. Due to the technological development of social media platforms in the recent past, as well as the addition of several functiona...

Social acceptance of electric vehicles is of great importance for environmental sustainability and economic development. This study aims to examine Turkish and English tweets about electric vehicles with sentiment analysis, text mining, and topic mod...

It is indisputable that technology is present in everyday life. In this digital era, brands need to adapt to the changing pace of the needs and desires of society to distinguish themselves from their adversaries, especially in the electronic environm...

Digital marketing has given new life to healthcare services by enhancing their visibility in the online space. People choose online healthcare services because they can receive instant answers and communicate with specialists in their comfortable env...

To acquire competitive differentiation nowadays, logistics businesses must adopt novel strategies. Logistics companies have to consider whether redesigning their marketing plan based on client social media activity and website activity might increase...

Marketing has changed fundamentally in the new millennium. At the same time, sustainable marketing strategies have evolved to meet the challenges of environmental issues. In this study, we examined the trends in sustainable marketing strategies and t...

This study explores the impact of social media marketing activities and ESG green brand involvement on the repurchase intention of green products among members of Taiwan’s green product social media groups. Using the Theory of Reasoned Action,...

Globally, 95% of enterprises are small and medium sized enterprises (SMEs). Social media has recently become a powerful marketing tool due to characteristics such as the ability to share digital information and interact with consumers instantly. In S...

Social media has become an essential tool for travel planning, with tourists increasingly using it to research destinations, book accommodation, and make travel arrangements. However, little is known about how tourists use social media for travel pla...

Social media has emerged as a powerful marketing channel for smallholder farmers, reshaping how they engage with consumers through direct online interactions and content sharing, while also facilitating the communication of sustainable agricultural p...

The rapid development of increasingly sophisticated technology leads companies to continue developing and adapting to current technology, especially in product promotion activities to increase brand awareness. The increase in social media usage has m...

Currently, almost every business entity has one or more social media accounts. This statement is true for companies operating in creative areas as well. Social media make it possible to perform widely understood marketing-oriented undertakings. They...

Digital marketers have a range of tools at their disposal for understanding customers and prospects on social media. These tools allow for better social media monitoring and analysis through the provision of vital insights. The use of artificial inte...

The literature on the role of enterprise social media (ESM) utilisation in driving the innovation profiles of organisations has not provided an understanding of the mechanisms of this positive relationship. By conceptualising ESM as including interna...

Social media marketing has become a crucial component of contemporary business strategies, significantly influencing brand visibility, customer engagement, and sales growth. The aim of this study is to investigate and determine the key factors guidin...

This article, as the fourth in the cycle, presents the conclusions of the research project analysing marketing activities of Polish Catholic opinion-forming weeklies on the chosen social media platforms. This paper aims at presenting the results of t...

Social media has been playing an important role in marketing strategy. As a part of social media, social networking sites (SNS) can be utilized by enterprises to create direct communication and good relationships with their customers. Therefore, ente...

This study investigates the impact of social media marketing activities on customers’ behavioral engagement with fashion clothing brands in Pakistan. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this stud...

In recent years, wineries have incorporated social media into their marketing strategies to promote their products and services. They offer wineries the opportunity to interact with their customers in real time, allowing them to share their experienc...

The increased trend of globalization and the ever-growing world population have produced significant challenges to sustainable consumption goals, especially in the food industry. Production, transportation, and consumption of food have a major impact...

Customer engagement has emerged as a vital component in social media marketing strategies, prompting considerable interest from both marketers and academics. This study investigates customer engagement (CE) in a framework that includes three antecede...

Infant formula is the only acceptable substitute for breastmilk from 0 to 6 months old when human milk cannot be provided in sufficient amounts. Manufacturers have developed options that intend to meet the changing needs of the child aged from six to...

Adolescents are exposed to food marketing through many routes, including television, movies, videos, print media, online games, and social media. The interplay between exposure to unhealthy food advertisements and food choices by adolescents is a fie...

The rapid advancement of information technologies and the widespread use of the Internet have profoundly transformed individuals’ daily practices and consumer behaviors. Notably, the growing influence of social media platforms has shifted a sig...

South Asia has seen a digital revolution in recent years. The number of persons who use the internet has risen drastically. They use it for shopping, social media and online sales. However, there exists a literature gap as far as the effect of outbou...

Due to the aggressive competitive climate in practically every sector, modern firms in the digital age confront a variety of hurdles for survival and growth. Technology, mainly digital technology, has altered global business practices. To stay ahead...

The advancement of social media has led to the rise of influencers who are powerful in shaping consumer purchasing behavior. While influencer attributes play a role in shaping consumer behavior, little attention has been paid to the interplay of the...

Businesses use technological and social media marketing to respond to the COVID-19 pandemic. The study aims to better understand the factors that impact the spread of new technologies, the effectiveness of social media advertising, and the longevity...

Although impulsive and hedonic purchasing behaviors may seem to contradict sustainability principles, there are unexplored opportunities through which social media platforms and influencers can redirect these impulses toward sustainable actions. Youn...

Social media marketing communication is among the current strategies used to provide visibility to cultural heritage, sales promotions being especially relevant. Nevertheless, despite the fact that social media has now built significant momentum, the...

Social media brought new opportunities not only for entertainment and marketing but also for knowledge sharing and learning. This research attempted to examine the effectiveness of social media as an educational tool and its impact on knowledge shari...

This study examines the impact of word of mouth (WOM) communication through social media and how it affects satisfaction with the Summer Universiade in Taipei. This study hopes to understand the usage characteristics of social media among university...

This study explores the influence of social media on tourists’ decision-making processes, focusing on Cape Verde as an emerging tourist destination. The aim is to understand how social media platforms shape tourists’ perceptions and choic...