Purpose: The purpose of this paper is to understand the relationship of consumers’ engagement on social networking sites (SNSs) and their brand attachment behavior in the presence of a mediator, brand communication. Further, this mediation has been studied with presence of emojis as one of...

Communication plays a crucial role in the functioning of organizations. In fact, what an organization requires mainly is communication. It is an inseparable, essential and continuous process just like the circulatory system in the human body. As a result, communication effectiveness becomes a...