Online social media plays an important role in the marketing communications mix of many companies. Thus, scholars have recently tried to uncover patterns that have a positive impact on the effectiveness of social media communication, predominantly focusing on message characteristics. Although a...

Social media represents a substantially new way of communicating with customers. Whereas marketers used to spread their messages without receiving any direct feedback or reactions, customers now have the possibility to instantly reply to companies' communication efforts. Adapting to altered...

Social media offers huge potential for corporate communication and branding activities. However, due to the novelty of the research field, many mechanisms regarding communication effectivity are still not fully understood. The aim of this study is therefore to investigate the influence of...