word of mouth, customer engagement, brand awareness, and customer retention. Objectives: This study aimed to explore the … marketing positively impacts electronic word of mouth, brand awareness, customer retention, and customer engagement. In contrast … indicate that digital content marketing affects purchase intentions indirectly, primarily through customer engagement, brand …

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 … influence on brand equity and brand attitude. In addition, the analysis indicated that firm-created social media communication …

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 identification. Social network users, unlike it is in real life, do not …

The purpose of this research is to explore the relationship between brand engagement in self-concept and brand loyalty … convenience sample of virtual shopping participants. The findings highlight the significant role of brand engagement in self …-concept in driving brand loyalty within the metaverse. Implications for managers include the importance of understanding consumer …

. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand … and the venue to which they have been contributed need to be explicitly modeled when deriving measures of online brand … sentiment. Thus, we propose a model that separates the underlying brand sentiment from the effects of other predictable factors …