The purpose of this study was to determine the motives, the brakes and the ways of using Social Networking Sites (SNS) based on dimensional models that describe national cultural values explaining and predicting behavior. The study used a qualitative method, we conducted face-to-face in-depth...

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...

This study explores and observe the motivations of youth in digital culture which influence them to follow and interact with brands on digital media through netnography. This technique try to adopt patron notion of youth in digital culture which influence them for youth follow brands official...

Despite the increasing and ubiquitous use of social media for business activities, scholar research on social media marketing strategy is scant and companies deploy their social media marketing strategies guided by intuition or trial and error. This study proposes a comprehensive framework that...

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...

Dynamic development of the Internet and electronic devices favours also its use in the marketing activity of enterprises what manifests itself in dynamic development of e-commerce or the use of the Internet for communication. Aim of this article is to evaluate the possibility of using Internet...

With the increasing trend of popularity of websites and social networking sites, it is quite evident that companies need to take cautionary measures in protecting the reputations with respect to company and brands. In this process, every company should indulge in enhancing their company and...

Background: Social media allow companies to create more "friendly" and personal interaction with their customers on an individual basis affecting the relationship development. Generally, people have more confidence in their friends' recommendations. On the other hand, companies prefer this type...

Purpose – The aim of this paper is to investigate the significance of Web 2.0 and social media for the organizational development and adaptation to ever-changing business environment and its successful managing. Proposed model is based on the concepts of innovative economy, knowledge...

The study investigated the impact of social media marketing activities on green consumption intention. The study used the survey method to describe this impact in five countries (Brazil, Egypt, India, South Africa, and Turkey). The analysis was applied to the leading platforms of electric car...