Facebook, the buzz of the decade, is having a pervasive impact on human life. From social networking to gaming, marketing, information searching and communications, everything is possible in or through Facebook. This provokes the following research questions: what impacts does Facebook have,...

Massively Multiplayer Online Games, also known as virtual worlds, have become increasingly popular sites for branded advertising campaigns. While most in-game advertising efforts involve established corporations working with game administrators to deliver targeted ad campaigns or the development...

During the course of the COVID-19 pandemic, a common strategy for public health organizations around the world has been to launch interventions via advertising campaigns on social media. Despite this ubiquity, little has been known about their average effectiveness. We conduct a large-scale...

The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

The digital environment, which includes the Internet and social networks, is propitious for digital marketing. However, the collection, filtering and analysis of the enormous, constant flow of information on social networks is a major challenge for both academics and practitioners. The aim of...

Consumer interactions on social media have been analysed in the literature as sources of information about their ability to generate engagement and knowledge about how to interact with brands. The present study contributes to this line of research, focusing on empirically determining those...