The paper analyzes how online brand experience can be measured and determines its impact on brand loyalty. Similar to offline brand experience, online brand experience is broken down into sensory, affective, cognitive, behavioral and relational elements of brand experience. Although online brand...

The two leading online consumer-to-consumer platforms use very different revenue models: eBay.com in the United States uses a brokerage model in which sellers pay eBay on a transaction basis, whereas Taobao.com in China uses an advertising model in which sellers can use basic platform service...

This study synthesizes previous research on psychological distance, functional theories of attitudes, and cultural contexts of communication to develop a novel perspective regarding how contemporary consumers evaluate luxury advertising on social media. Three empirical studies conducted in...

In Pakistan, tourism industry is growing rapidly but lack of researches and studies contributes in creating gap in understand the role of social media marketing in improving this sector. For this purpose, this research is conducted to investigate and examine the impact of social media...

section 1. Getting started with social media ROI -- section 2. The media engagement framework -- section 3. Practical applications of social media ROI -- section 4. Where does social media go from here?