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Textual social media data have become indispensable to researchers’ understanding of message strategies and other marketing practices. In a new departure for the field of brand communication, this study adopts and extends a semi-supervised machine-...

Traditional cross-border e-commerce consumer purchase behaviour prediction methods have problems with low reliability and high prediction error rate. This article designs a research on accurate prediction of purchasing behaviour of cross border e-...

In order to improve the accuracy of user consumption behaviour prediction, mining accuracy of behaviour data, and reduce the long prediction time, this paper designs a user consumption behaviour prediction method in the context of social media marketing. ...

As more and more consumers are using social media, businesses are relying upon social media to get in touch with new audience and reinforce their bonding with the existing customers. Social media platforms (SMPs) have emerged as one of the most ...

Social media marketing (SMM) has brought significant change in the marketing of the product and strengthens the marketing communication process. The present investigation is taken up to study the impact of SMM on consumer value consciousness (CVC) and ...

Embraced by a rapidly increasing number of companies, social media marketing has become an integral part of companies' business strategies. However, not all the firms plan on a big spend on social media marketing. Our stylized model investigates the ...

Embraced by a rapidly increasing number of companies, social media marketing has become an integral part of companies’ business strategies. However, not all the firms plan on a big spend on social media marketing. Our stylized model investigates the ...

Social media acts as one of the eminent platforms for communication. Twitter is one of the leading social media microblogging platforms, where users can post and interact. #Hashtags specify the tweeter trends on a certain topic. Currently, the hashtag ...

Social media have become a popular platform for brands to allocate marketing budget and build their relationship with customers. Posting images with a consistent concept on social media helps customers recognize, remember, and consider brands. This ...

The aim of this paper is to identify types of members of virtual brand communities on the basis of chosen criteria, and to present the main characteristics of those types. The author applied method of virtual ethnography and observed users’ ...

Systematic literature reviews (SLRs) adopt a specified and transparent approach in order to scope the literature in a field or sub-field. However, there has been little critical comment on their purpose and processes in practice. By undertaking an ...

We investigate the moderating effect of product attributes and consumer reviews on the efficacy of a collaborative filtering recommender system on an e-commerce site. We run a randomized field experiment on a top North American retailer's website with ...

In today's hyper-connected globalised world, social media and online customer interactions are changing the way companies do business from the outside in. Our investigation concerns the monitoring of social media performance within SMEs and more ...

With the emergence of social media and Web 2.0, broadcasting in the online environment has evolved into a new form of marketing due to the much broader reach enabled by information technology. This paper quantifies the effect of artists' broadcasting ...

Social media management is an emerging field of academic research and organizational practice. It is concerned with the operational issues, managerial challenges, and comparative advantages that ensue from the adoption and use of social media platforms ...

This paper explores research carried out in order to demonstrate the profitability of libraries that make use of social media both to offer products and services to the users in line with their expectations and needs and to deliver significant ROI. A ...

Despite the growing interest in using online social networking services (OSNS) for advertising, little is understood about what contributes to the social advertising performance. In this research, we pose following questions: How many clicks do social ...

Social media are gaining importance as a component of marketing strategies. Many of them, such as social networking site, blogosphere, and micro-blogosphere, have been seeking business opportunities and establishing brand expression in recent years. ...

Social media is a new media platform based on Web2.0, Sina Microblog is the most mature one among the domestic social media platforms. In order to find out the problems and difficulties when using microblog for marketing, 100 enterprises' official ...

Twitter, a microblogging service which enables users to build social networks and share information, has been recognized as a potentially powerful marketing platform. Daily deal service is one of the many types of businesses that leverage Twitter for ...