With the rapid growth of smartphone and smartphone application users, mobile apps have
attracted an increasing amount of attention as an engaging platform for marketing …

Given the prevalence of social media usage among consumers in China and the rise of social
media endorsements, it is important to understand the effects of social media influencers …

This study provides a content analysis of television networks’ relational messages on Twitter
by employing Bales’s interaction process analysis method. It also explores the phenomena …

While existing literature describes strong brand relationships along several dimensions, this
research sheds light on the identity perspective of consumer–brand relationships through …

This research investigates the effects of affect and cognition in consumers' information
processing of branded content on Facebook pages. A model was suggested to delve into the …

This study explores social media users' personality traits and motivations for the usage of
two different social media platforms, Facebook and Pinterest, as well as how the varied uses …

Building on the consumer–brand relationship framework, this research examines global
marketers' branding strategies and consumer engagement in social media. Results of a content …

How to engage stakeholders effectively with different social media platforms is an important
topic in strategic communication research. Grounded in uses and gratifications theory, …

This study explores the causal relationships among and within the antecedents and consequences
of television (TV) viewers' cross-media usage. The results indicated that viewers who …

Considering trends in influencer marketing, this research explores the mechanism by which
Chinese consumers develop responses to branded content on social media, especially the …