Background: In this study, the parameters that directly impact purchase intentions were analysed, such as electronic word of mouth, customer engagement, brand awareness, and customer retention. Objectives: This study aimed to explore the impact of digital content marketing on customer purchase...

Social network sites (hereinafter, SNSs) have become extremely popular, playing an important role in consumers' every day lives. Empowered by SNSs, the customer becomes more active and spends more time with their family, friends or companies online. Therefore, companies seek to encourage online...

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...

Objective - The rapid development of information technology brings a significant change in society. The presence of social media makes a shift in people's behavior. From various circles and almost everyone owns and uses social media as a means to obtain and convey information to the public. The...

More and more business customers use social media to express their opinions about products, services and brands. This study aims to make a step further in understanding consumer engagement in electronic word of mouth (eWOM) on Facebook and its impact on recommending and purchasing products. To...

Given the unprecedented reach of social media, firms are increasingly relying on social media as a channel for marketing communication. The objective of this study is to examine the effect of firm generated content (FGC) in social media on three key customer metrics, spending, cross-buying and...

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...

While previous research investigated the effects of online consumer reviews on purchase behaviors, currently, there is still a lack of knowledge on the impact of the reviews' credibility, content quality and information usefulness on the customers’ satisfaction levels with them. Data were...

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...

The core objective of this paper is to determine the level of online dialogue in social media between the tourist industry leaders and their customers. This study applies sequential explanatory industry-representative comparison with statistical and qualitative analysis of online word-of-mouth...