This paper describes and discusses social media infuencers' health-related costs of keeping traction as infuencers. The paper is based on interviews and social media posts. Four paradoxes highlight the social media infuencers' contradictory circumstances: (1) the social media infuencer's...

This article compares the goals and outcomes of industry- and activist-led efforts that leverage advertisers to influence platform content moderation, and considers how these efforts fare as governments intervene more strongly in platform governance. It draws on contemporary documents and...

The threat of phishing scams is rising, with increasingly deceptive techniques targeting social media platforms such as Instagram. Many users remain unaware of these risks, leaving them vulnerable. However, little research explores the impact of phishing education on social media, particularly...

The research presented in this paper aims to determine to what extent hotels in Serbia use social media components on their websites. A total of 378 hotel websites in the Republic of Serbia were analysed. For each analysed hotel, the following attributes were observed: region, category, type,...

This study aims to determine the influence of digital touchpoint usage experience, specifically through the myIndiHome application, on customer loyalty, with digital engagement and customer satisfaction as mediating variables. The study used a quantitative method to survey 385 active IndiHome...

Most social media users have encountered harassment online, but there is scarce evidence of how this type of toxic content impacts engagement. In a pre-registered browser extension field experiment, we randomly hid toxic content for six weeks on Facebook, Twitter, and YouTube. Lowering exposure...

Purpose This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social...

This study investigates the technological determinants infuencing social media marketing (SMM) adoption among Pakistani Small and Medium Startups (SMS), with a focus on the mediating role of technology knowledge. Utilizing the technology-organization-environment (TOE) Framework, the research...

The current context underscores the growing importance of online formats, prompting managers to focus on creating positive online experiences. This qualitative study examines seven types of online Airbnb experiences using a grounded theory approach and data triangulation. Our findings extend the...

Purpose The research examines the Twitter (X) accounts of 20 retail banks in the USA, selected from the Top 100 banks on Twitter, over the period of 2012-2022, focusing on consumer reactions to posts. By analysing 136,150 tweets, the study aims to explore how banks utilize Twitter, and examine...