… Jan-Frederik Gräve is a doctoral student and research associate at the Institute of Marketing
at University of Hamburg, Germany. His research focuses on brand communication in social …

The growing popularity of social media networks enables individuals to acquire large audiences
of up to several million people on these platforms. Companies are starting to recognize …

Although researchers have investigated the role of social media for luxury brands at an
aggregate level, little is known about the success drivers of luxury brand communication in social …

A series of three studies explore the endorsement effectiveness of ‘macro’ influencers
compared with ‘regular’ celebrities. Using multidimensional scaling, we provide evidence of …

The question of how the impact of social media communication can be measured is a prominent
topic in social media research, for example in terms of virality of content or the influence …

Purpose A distinct view of customer participation in services classifies the characteristics of
the participation process as experience- versus outcome-oriented, each of which affects …

Research on advertising endorsements offers only limited knowledge about noncelebrity
endorsements. Different types of noncelebrity endorsers (ie, customer versus employee), …

Introduction Today, many luxury brands use social media channels such as Facebook,
Instagram, Twitter, or YouTube to communicate with their target consumers worldwide. Previous …

Incivility and toxicity have become concepts du jour in research about social media. The
clear normative implication in much of this research is that incivility is bad and should be …

Social media intersects across physical spaces, digital infrastructures, and social subjectivities
in terms of what is being called the “postdigital,” in an increasingly merging offline/online …