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Social Media Marketing Practices and the Sustenance of Small Businesses in Oshogbo Metropolitan Area, Osun State, Nigeria

Tejumade O. Siyanbola
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Social Media Marketing

The Business & Management Collection, 2018
Frank Schröder, Gregor Damm
semanticscholar   +4 more sources

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

Journal of Interactive Advertising, 2019
In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects consumers via social media.
Chen Lou, Shupei Yuan
semanticscholar   +1 more source

The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty

, 2020
In this era, social media platform is integrated into the marketing strategy. This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers.
Reham Shawky Ebrahim
semanticscholar   +1 more source

Social media marketing for luxury brands: parasocial interactions and empowerment for enhanced loyalty and willingness to pay a premium

Marketing Intelligence & Planning, 2023
PurposeThis research aims to unravel the intricate relationship between luxury brands' social media marketing strategies (i.e. communication and engagement) and their impact on consumers' willingness to pay a premium and brand loyalty.Design/methodology ...
Tao Zha, Eugene Cheng‐Xi Aw, Omkar Dastane, A. G. Fernando   +3 more
semanticscholar   +1 more source

The use of new‐media marketing in the green industry: Analysis of social media use and impact on sales

Agribusiness, 2018
During the recession, the decline in home value and home ownership reduced the demand for ornamental plants, lawn and garden products, and related services, which resulted in significantly negative effect on the green industry revenues.
Becatien H. Yao, Aleksan Shanoyan, H. Peterson, C. Boyer, L. Baker   +4 more
semanticscholar   +1 more source

Delineating the Effects of Social Media Marketing Activities on Generation Z Travel Behaviors

Journal of Travel Research, 2022
Generation Z (Gen Z) has emerged as the largest and most challenging consumer group for destination marketers. This study investigates the varying effects of social media marketing activities (SMMAs) on Gen Z travel behaviors.
Juanita C. Liu, Chaohui Wang, T. Zhang, Haohao Qiao   +3 more
semanticscholar   +1 more source

The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies

Marketing Intelligence & Planning
PurposePurpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM) on brand awareness (BA), consumer brand engagement (CBE), and ...
Jusuf Zeqiri, P. Koku, Costinel Dobre, Anca Milovan, V. Hasani, Tetiana Paientko   +5 more
semanticscholar   +1 more source

Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling

Spanish Journal of Marketing - ESIC
Purpose This study aims to examine the interrelationships between social media marketing activities, self-brand connections, brand equity, trust and loyalty.
Faizan Ali, Chokechai Suveatwatanakul, L. Nanu, Murad Ali, Abraham Terrah   +4 more
semanticscholar   +1 more source