Social networking has now become an integral part of lives of modern citizens of India. There will hardly be any one who is not aware about at least one social networking site or app, whether he uses that or not. This covers school students also. It has been common now for households to have a...

The availability of high speed internet services and smart phones in India has made it very easy for people to access information online and use different features of internet handily. Along with youth of the country, the elderly and the young have also been targeted by many advertisements of...

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 Present paper proposes an explorative research study on an emerging horizon of management of Social Media Marketing. As this new trend and tool of marketing is developing itself at a rapid pace today and looks into future with a good prospect so it is very much pertinent to present a study...

Why do some online video advertisements go viral while others remain unnoticed? What kind of video content keeps the viewer interested and motivated to share? Many companies have realized the need to innovate their marketing strategies and have embraced the newest ways of using technology, as...

This research investigates perceptions about online content attractiveness, interactive engagement and real time conversation capabilities through travel and tourism social media groups. The study hypothesizes that these factors affect the social media subscribers’ attitudes toward the...

Purpose: Small and medium sized enterprises (SMEs) are increasingly communicating and interacting with stakeholders through digital media. Therefore, this research investigates the SME owner-managers' attitudes toward the pace of technological innovation, and it examines their perceived use and...

This annual report, the eleventh in a series dating back to 2012, provides an in-depth analysis of the current state of social media in the Middle East. As the most comprehensive and up-to-date study of its kind, it is an invaluable resource for anyone interested in the region's digital...

Objective: The objective of the article is to investigate the impact of social media content on engagement and customer equity. The moderating role of the customer relationship is also analyzed. The purpose of this research was to find out the types of content that can increase engagement and...

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...