Social media networks are a technological phenomenon that has changed the entire social environment, as many real-world activities have shifted to posts or comments on social media. However, with this development several negative aspects have been revealed, such as information overload, privacy...

We provide a practical guide to designing, conducting, and analyzing experiments using social media platforms. First, we discuss the benefits and challenges of using the targeting capabilities of advertisements on social media to recruit participants for a large class of experiments. Next, we...

Purpose This study aimed to test some dynamics related to YouTube advertising clutter and viewers' attitudes towards YouTube channels operated by traditional television (TV) companies (These YouTube channels tend to have a greater ad clutter since their videos have embedded ads of programme...

Purpose - This research aimed to investigate the mediating role of social media engagement in the relationship between differentiation-oriented content and purchase intentions. Additionally, this research studies the moderating impact of entrepreneurial social media skills in the relationship...

Purpose - This study aims to investigate the relative impact of firm-created (FC) and user-generated (UG) social media marketing communication on fashionwear customers' purchase intention (CPI) in Sri Lanka. The primary objective is to identify the influence of social media marketing on the...

This study investigates customer engagement behaviors related to luxury brands on social media, focusing on the motives driving active and passive engagement. Applying a sequential mixed methods approach, drawing on netnographic and survey data analyses, the study identifies 10 emergent themes...