The Role of Social Media Influencers in Shaping Consumer Brand Engagement and Its Impact on Strategic Business Decisions
The critical review of social sciences studies,
Год журнала:
2025,
Номер
3(1), С. 538 - 551
Опубликована: Янв. 16, 2025
Social
media
plays
an
active
and
professional
role
in
meeting
users'
needs.
The
study
aims
to
review
the
effect
of
social
influencers
on
consumer
brand
engagement
its
implications
business
decision-making.
It
has
been
found
that
major
support
is
required
from
handling
trust
other
issues.
two
are
indirect
independent
variables
impact
variable
known
as
reputation
for
market
direct
dependent
variables.
used
a
primary
quantitative
method
collect
analyse
data.
data
was
taken
100
samples
using
Google
Surveys
form.
reviewed
with
help
Smart
PLS.
positively
affects
online
purchase
intentions
influencers'
sales
increase
due
engagement.
also
agreed
there
positive
content
marketing
recommended
managers
consultants
use
raise
sales.
They
have
Язык: Английский
The Impact of User-Generated Content on Tourist Visit Intentions: The Mediating Role of Destination Imagery
Administrative Sciences,
Год журнала:
2025,
Номер
15(4), С. 117 - 117
Опубликована: Март 22, 2025
This
study
seeks
to
investigate
the
influence
of
user-generated
content
(UGC)
on
tourist
visit
intentions.
also
aims
explore
mediating
role
destination
imagery
in
relationship
between
UGC
and
The
findings
show
that
has
a
significant
positive
effect
Additionally,
mediation
analysis
results
revealed
mediates
impact
intentions,
highlighting
its
crucial
shaping
behavior.
These
have
implications
for
marketing
strategies,
emphasizing
as
key
tool
generating
compelling
narratives
increasing
engagement.
contributes
expanding
body
knowledge
digital
content’s
function
provides
meaningful
guidance
industry
practitioners.
Язык: Английский
The Impact of Digital Content Marketing on Brand Defence: The Mediating Role of Behavioural Engagement and Brand Attachment
Administrative Sciences,
Год журнала:
2025,
Номер
15(4), С. 124 - 124
Опубликована: Март 27, 2025
Marketers
are
increasingly
interested
in
digital
content
marketing
(DCM)
strategies
that
have
the
potential
to
enhance
consumer
behaviour.
However,
there
is
a
dearth
of
academic
research
delves
into
impact
DCM
on
brand
defence.
This
study
aims
investigate
defence
through
behavioural
engagement
and
attachment
(in
Jordanian
fashion
industry
case
study).
The
results
demonstrate
notable
benefit
direct
effect
engagement,
attachment,
strongest
determinant
defence,
followed
by
attachment.
Behavioural
exerts
substantial
beneficial
this
indicate
both
significantly
influence
mediation
fails
mediate
positive
Moreover,
determines
mediates
high
importance
for
strategies,
emphasising
pivotal
developing
effective
approaches.
Язык: Английский