Micro-blogging platforms have been used increasingly by multinational companies as a marketing tool. Global corporations utilize platforms such as Twitter and Weio, leading micro-blogging sites, and promote their brand equity and increase engagement with their customers. The question is whether...

Purpose: A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to synthesize two motivational theories: uses and gratifications (U&G) theory and the technology acceptance...

Purpose: Nonprofit organizations (NPOs) are increasingly using social media outlets to target millennials for donations of time and money. This study aims to investigate the motivational drivers of millennials’ intention to donate money to charities on social media sites (SMSs)....