Consumer awareness of the many important issues in daily life is one of the most important priorities, and this awareness liberates society from many of these problems, thereby making that society sophisticated and civilized. However, many societies, especially in developing countries, are...

The present study aimed at exploring the extent to which users model their behavior—as well as their brand attitudes, their perception of relationship quality, their use of Instagram, and the number of brands they follow—on other users. This distinction can help marketers and social media...

This article investigates the factors that affect consumers’ attitudes towards Instagram advertisements in Egypt. Furthermore, it studies the effect of consumers’ attitudes towards these advertisements on the development of their attitudes towards brands. An online questionnaire was used to...

This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish...