The purpose of the current study was to develop a scale to measure the consumer's engagement
with brand-related social-media content, based on three dimensions established in the …

This work investigates the indirect effects between market orientation and hotel performance
through creative marketing programs. The focus is on exploring the indirect effects between …

The purpose of this study is to fill the gap in the literature concerning to the measurement of
consumer’s engagement with social media brand-related content (hereafter, CESBC). We …

The hazards of planetary gearboxes’ failures are the most crucial in the machinery which
directly influence human safety like aircrafts. But also in an industry their damages can cause …

Researchers and brand managers have limited understanding of the effects social media
communication has on how consumers perceive brands. We investigated 504 Facebook users …

Market knowledge is recognised as an important predictor of new product performance, which
existing studies have proven. However, a missing link in this relationship is creativity, and …

Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which
firm-created and user-generated social media brand communication impacts consumer-…

The present study aims to meet the need for a refinement of the consumer-based brand
equity scale and to address the limitations of the previous research on the subject. Based on …

With the exponentially growing number of consumers using and relying on social media
worldwide, it is essential for brand managers to know how to benefit from both firm-created …

This paper presents the results of an experimental study aimed at identifying possible
relationships among website usability characteristics, consumer satisfaction, trust and loyalty. …