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 […]
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 […]