Purpose: YouTube has emerged as the most innovative social networking sites (SNS) with exclusive features at that time which allowed users to post, view, comment and link to videos on the site. The purpose of this paper is to investigate the way emotional appeals are being used in YouTube...

Purpose: Digital technologies have become indispensable in businesses and are gaining attention in academic institutions context too. Digital technological ecosystems provide a platform to communicate and share their products and services to existing and potential customers. Entrepreneurial...

Purpose: The purpose of this study is to propose a theoretical model of how content-related factors, social factors and perceptual factors influence consumer engagement in brand social networking sites (SNSs) pages and further how consumer engagement behavior influences the...

Objectives: To identify the role of content richness (video, photo and link) and time frame of the brand publication (time and date) as factors of brand posts popularity. Methods/Statistical Analysis: The data of 1488 brand posts were collected from the Face book brand pages of five...