Destination Management Organizations (DMO) increasingly harness social media to foster favorable online destination brand experiences (ODBEs) during travelers' pre-trip planning. However, empirical knowledge about such experiences in ecotourism contexts remains limited. This study addresses the...

Social media provides opportunities for traditional and handicraft industries to promote products and stimulate sales. Therefore, this study investigates the extent of social media adoption for product marketing among a sample of Algerian traditional and handicraft industries. For that, a...

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...

Artificial Intelligence (AI) offers significant benefits for organizations by resolving various issues, but its adoption is not always smooth, particularly for small and medium enterprises (SMEs) with limited budgets. While the drivers and barriers to AI adoption have been extensively studied,...

In the contemporary era of digital transformation, organizations are increasingly aligning their operations with sustainability objectives, particularly within the framework of circular economy (CE) principles in production and consumption systems. While the concept of circularity has been...

In the contemporary digital landscape, influencer marketing combined with advanced data analytics has become essential in fostering brand evangelism and consumer advocacy. This study examines how data-driven influencer marketing strategies influence brand loyalty and advocacy among consumers....

Financial influencers (finfluencers) are prevalent across various social media platforms, addressing a wide range of financial topics tailored to audience needs. In response to this phenomenon, this study examines the characteristics and content strategies of the top nine finfluencers on TikTok,...

Purpose The purposes of the present study were to analyse: (1) if there is a hierarchical relationship between cognitive dimension (attention) and emotional dimension (enthusiasm); (2) to what extent the cognitive and emotional dimensions of the customer engagement (CE) affect loyalty to...