Purpose: Over the past decade, gamification’s popularity has broadened into many industries and has become embedded in consumers’ lives. As privacy protection and how firms utilize users’ data has been at the forefront of consumers’ minds, practitioners and academics alike need to...

Purpose – The purpose of the paper is to provide an initial understanding of the factors influencing and emanating from Facebook boredom. Specifically, the study addresses important issues such as reasons for liking and disliking Facebook, Facebook users’ boredom states with this social...

Purpose The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and...