Organizations continue to invest in marketing strategies through various social media platforms in order to enhance engagement. Building engagement is said to help companies to gain more profit and contribute to their social responsibility (Du et al. 2010). Users follow companies for access to...

Purpose – Organizations are investing heavily in social media yet have little understanding of the effects of social media content on user engagement. This study aims to determine the distinct effects of informational, entertaining, remunerative and relational content on the passive and active...

Social media has transformed the way tourism-related information is generated and distributed. While previous studies have focused largely on the benefits of social media for tourism management, there is an emerging recognition of the downside of social media through the enablement of enhanced...

With the rapid adoption of social media by consumers, it is increasingly important for retailers to investigate and consider their use and adoption of social media, and to know which activities are most effective. This can differ by product line and geographical location. Further, for complex...