"This single volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice. Including original contributions and case studies from leading...

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...

Instagram’s growth has drawn the interest of many corporations that are searching for new ways to boost their customer relationships. Given the rapid adoption of Instagram marketing and the inadequate research in that field, the objective of this paper is to examine whether "following" brands...