branded content Archive

Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-market Brands

Abstract: Through 2 studies, this research examined consumer responses to empowerment hashtags in social media-based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes towards […]

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Do Human Values matter for Promoting Brands on Social Media?: How Social Media Users’ Values influence their Engagement with Sharing, Content Creation and Reviews.

Abstract: This study posits that human values can be used to identify and segment audiences for social media‐based valuable brand activities. Three online surveys were conducted with Facebook, Twitter, and […]

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