This paper describes and discusses social media infuencers' health-related costs of keeping traction as infuencers. The paper is based on interviews and social media posts. Four paradoxes highlight the social media infuencers' contradictory circumstances: (1) the social media infuencer's...

This study investigates the technological determinants infuencing social media marketing (SMM) adoption among Pakistani Small and Medium Startups (SMS), with a focus on the mediating role of technology knowledge. Utilizing the technology-organization-environment (TOE) Framework, the research...

This study aims to determine the influence of digital touchpoint usage experience, specifically through the myIndiHome application, on customer loyalty, with digital engagement and customer satisfaction as mediating variables. The study used a quantitative method to survey 385 active IndiHome...

Most social media users have encountered harassment online, but there is scarce evidence of how this type of toxic content impacts engagement. In a pre-registered browser extension field experiment, we randomly hid toxic content for six weeks on Facebook, Twitter, and YouTube. Lowering exposure...

Purpose This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social...

Different companies need to spread the word about products; advertising agencies need to make rational decisions, simplify decision-making, find the best alternative, and increase the reach of potential users. While demographic, geographic, etc. factors are recognized when selecting advertising...

This article compares the goals and outcomes of industry- and activist-led efforts that leverage advertisers to influence platform content moderation, and considers how these efforts fare as governments intervene more strongly in platform governance. It draws on contemporary documents and...

Purpose The purpose of this study is to investigate how much visual attention is given to banner ads embedded in Web page content dependent on whether the user’s task is goal- or not goal-oriented, as well as the interplay between attention, banner location, banner click and banner...