Technological developments and the broad availability of the Internet provide constant access to social media for users. These platforms are used to communicate with friends as well as to follow other users and brands. Also, physicians have public social media profiles on which they publish both...

With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...

Objective – The research aims to test influence of promotion in social media and effect of brand equity on Consumer Buying Interest. Methodology/Technique – This research uses descriptive verification method that examines many as 115 respondents with 15-40 years of age category, because it...

Social media has become an influential and dynamic virtual space where the platform is used for social networking and a great opportunity to digitally promote a business and establish relations with customers. This study aims to understand how social media marketing activities influence brand...

The research problem engaged in this article is to determine whether contemporary consumers are able to assess brand equity in the overabundance of brands and products with similar features and qualities. The author argues that in the existing circumstances when differences between brands become...

Today, brand communities constitute an externality that brand valuation methods like the Interbrand Global Rankings try to account for. By incorporating this externality, such methods build a bridge between two worlds that are totally foreign to one another: the world of investors; and the world...

The purpose of this research is to explore the relationship between brand engagement in self-concept and brand loyalty in the virtual shopping in the metaverse. By examining the relationship between consumers' self-concept and their engagement with brands in the virtual shopping environment,...

This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts...

Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the...

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose among social networking sites as an act of brand...