Social media platforms have been used by firms for a variety of purposes including for attracting new customers, communicating with existing customers, building firms' brand image, among others. However, there is very little research on the content strategies adopted by traditional rival firms...

Reaching into consumers' minds and extracting knowledge about their experience during consumer – brand interaction has been one of the dominating areas of research in marketing. Attempts to provide brand equity measurements based on the consumer perspective have seen light in literature, with...

We propose a “visual listening in” approach (i.e., mining visual content posted by users) to measure how brands are portrayed on social media. Using a deep-learning framework, we develop BrandImageNet, a multi-label convolutional neural network model, to predict the presence of perceptual...

The brand management landscape has changed due to the digital media platforms which provide real-time interaction and high dynamism. Furthermore, the emergence of social media has left a profound impact on the procedure adopted by companies to maintain a relationship with the customers. However,...

In latest years era has attempted to fulfill its role in helping humanity leading to the good sized medium of interaction within the social world in addition to in teaching and learning. Over the years those in higher training has discover the exciting possibilities new technology carry to...

Purpose: The purpose of the study is to investigate the use of Instagram by museums in the Greek cultural scene. Specifically, the study focuses on examining the use of Instagram by museum communication professionals and aims at carrying out a twofold investigation: Firstly, if and how the...

One of the major highlights of Web 2.0 phenomenon is Social Media technologies which offer greater interactivity and collaboration. Advertisers are unleashing the potential of social networks to enhance the viewership of their brands and target the right audience. Amidst the myriad of competing...

Knowledge-based capital is a key factor for productivity growth. Over the past 15 years, it has been increasingly recognised that knowledge-based capital comprises much more than technological knowledge and that these other components are essential for understanding productivity develop-ments...

This paper presents a study on “to examine the factors influencing tourist intention to revisit to the Maldives with the use of social media marketing as the moderating influence.” This research will be examining tourist’s intention to revisit towards Maldives and what is the moderating...

In the last decade, technology and social media applications have been developed day-by-day and have played a very important role in higher education. So, different social media applications are planning different strategies in order to engage students and even to enhance their performance....