Nowadays we are faced with a growing number of people using social media. The most popular of these are YouTube and Instagram. Their users are exposed to the content generated by influencers - social media creators with loyal audiences. The aim of this paper is to investigate the impact that...

When analysing the impact of blogs on sales, previous research focused solely on qualitative factors (e.g. trust and credibility). This article, however, answers the question if one can also identify quantitative factors such as the number of followers on social media and similar. For this...

People have easy access to the internet, social media and the information there. In just a matter of seconds, the consumer can obtain information about accommodation in any part of the world, including advertising and reviews. This research investigates social media in hospitality by analysing...

Recent studies indicate that online interactions generate significant effects on consumer behavior, such as customer loyalty and satisfaction, through shopping values, while there are only very few studies devoted to user stickiness. Therefore, the purpose of this paper is to contribute to the...

Because the Chinese movie market is regarded as the second-largest market worldwide, with digital advertising accounting for more than 50 % of a film's total expenditure, exploring the marketing effects of social platforms on box office performance in China is crucial for Hollywood studios. In...

Purpose: This study aims to investigate the antecedents of the customer's perceived value, including multi-channel integration and brand equity, and the impact of the perceived value on word-of-mouth. Design/methodology/approach: A quantitative approach by PLS-SEM was used in the research. This...