Purpose: The research compared the effect of electronic word-of-mouth advertising (e-WOM) and brand strength in … significant influencer of the purchase decision: (1) being a strong brand induced by the company's efforts or (2) other consumers … strong or weak brand purchasing decisions with the positive, negative, or neutral presence of e-WOM for a product (smartphone …

from 303 respondents using self-administered online questionnaire that was distributed among social media users in Malaysia … important tests were conducted using analytical tools, namely IBM Statistical Package for the Social Sciences (SPSS) and its …

intention by improving their brand image in the minds of the consumers. This research study gives a detailed and comprehensive … variable. A firm should carefully select the celebrity to endorse its brand for effective communication of the message and …

media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this … engagement. In conclusion, this contribution identifies future research avenues on influencer marketing through social media …Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social …

often ignore the standards set by the censor bodies like PEMRA (Pakistani Electronic Media Regulatory Authority) and 4 A …

endorsement on social media networks. Objectives: This paper explores the parallel mediating effect of brand awareness and … is significant when mediated by brand awareness and influencer credibility. Conclusions: The contribution of the research … adds to the new knowledge in the field of influencer marketing and gives practical implications for brand managers who want …

social graph of the experiment users, we also explore how users are affected by their friends who are exposed to ads. Our … include any incentive for social action, e.g., discount for recommending friends …

The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share … global companies. The advantages of social media marketing activities of companies for brand promotion in the context of … regression model was developed to determine the quantitative impact of the costs of global brand social media marketing on the …