Cheung, Man Lai; Pires, Guilherme; Rosenberger III, … - In: Asia Pacific Journal of Marketing and Logistics 33 (2021) 10, pp. 1994-2018
Purpose: The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity, electronic-word-of-mouth (eWOM) and trendiness–on consumers' intent to participate in value...