Purpose This study aims to examine the role of various Instagram contents on customer behavior. The studied case is associated with herbal teas sold on active Instagram pages. Design/methodology/approach A structured questionnaire is exploited to collect data from customers. The integration of...

Social network sites (hereinafter, SNSs) have become extremely popular, playing an important role in consumers' every day lives. Empowered by SNSs, the customer becomes more active and spends more time with their family, friends or companies online. Therefore, companies seek to encourage online...

Social network sites (hereinafter, SNSs) have become extremely popular, playing an important role in consumers' every day lives. Empowered by SNSs, the customer becomes more active and spends more time with their family, friends or companies online. Therefore, companies seek to encourage online...