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Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This study aims to examine which brand-related factors contribute to social media fatigue (SMF) and its subsequent role on driving lurking behaviors, particularly among young consumers.

Based on survey data from 282 young users of social media, a holistic model of brand-related drivers and outcomes of SMF was tested, emphasizing the contribution of brands’ social media presence to users’ disengagement.

Research shows that branded content overload and irrelevance, as well as branded ads intrusiveness significantly impact SMF, which in turn plays a mediating role between brand-related drivers and lurking behaviors. The authors further conclude that the impact of SMF on lurking is stronger for users who follow a larger set of brands.

The study contributes to social media research by addressing its “dark side” and empirically validating the role of brands’ social media presence in developing young users’ fatigue and disengagement. The study further adds to the scant literature on SMF, which was mostly developed outside the branding field. Research also provides valuable insights to brands on how to improve their social media performance.

The purpose of this paper is twofold: first, to propose a methodology to empirically investigate the longitudinal development of social media content concerning buildings characterized by iconic architecture and second, to report on the application of this methodology.

We collected and analyzed empirical data of social media content shared via Instagram between 2011 and 2019 on 16 buildings that can be considered iconic architecture projects. Using an automated pipeline, we collected and processed 264,000 posts and 140,000 images from Instagram for the selected case studies. By studying the posting activity of Instagram users through time series analysis and conducting content analysis of the social media posts by means of both image classification and topic modeling, we report on the development of users’ capturing and reception of the selected case studies on Instagram over time.

First, we identify two distinct time patterns of social media content: instantly popular buildings whose popularity fades over time and buildings that gradually gain popularity over time. Second, we distinguish differences in the content of social media posts: some buildings are primarily covered for their architectural features and others for their cultural function and facilities.

Using empirical investigation of Instagram data on iconic architectural projects, we have identified a correlation: buildings primarily posted for their architecture are generally also the ones to gain instant online popularity that subsequently faded over time. In contrast, buildings primarily posted for their function and facilities slowly gained popularity on the social media platform over time.

In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The rapid pace of technological advancements has elevated these digital platforms from a supplementary role to a pivotal position within strategic management frameworks. The existing literature explores how football clubs can utilize social media, but analyzing social media strategies within the context of football leagues is lacking. The absence of comparative studies benchmarking clubs across different geographical regions while simultaneously analyzing multiple social media platforms is especially noteworthy. In this study, a comprehensive analysis of social media engagement is undertaken within esteemed football leagues spanning Europe, South America and North America.

Drawing on relationship marketing and employing content analysis as a methodological tool, the study examined 10,772 posts from the official accounts of eight football leagues on Facebook, Twitter and Instagram.

Across the leagues, the findings reveal that content quality drives engagement more than frequency. In addition, several format combinations were identified that facilitate engagement and Instagram emerged as the top social media platform for generating fan engagement.

This is one of the first empirical studies focusing on optimizing the use of social media to amplify fan engagement across various geographies and social media accounts and formats simultaneously.

The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use.

The study adopts a qualitative approach based on semi-structured interviews with 26 key informants performing their job in customer role in various industries.

The authors inductively identify five themes regarding the B2B customers’ perspective of social media use in B2B selling. These themes allow for valuable implications for social selling activities and expected outcomes.

Against a growing body of literature on drivers, best practices and outcomes of social media use by B2B salespeople, less attention has been paid to the customer’s side. The authors extend current research by providing a more complete picture of social selling activities and expected outcomes.

This research analyses how dialogical communication on social media enhances the effectiveness of sustainability messages in terms of brand engagement and purchase intention. Dialogical messages generate social media engagement, which helps improve consumer responses.

Two experimental studies (2 × 2) were conducted, in which two factors were manipulated: the dialogical potential of the message (dialogical versus monological) and message orientation (sustainability versus commercial).

The dialogical potential of the message moderates the effect of sustainability messages on brand engagement and purchase intention. Results indicate that sustainability messages featuring dialogical elements generate greater brand engagement and purchase intention than commercial messages. Furthermore, social media engagement mediates these effects.

This study offers valuable insights into applying dialogical principles to sustainability communication on social media. Marketers should design dialogical messages to foster dialogue with customers and enhance engagement.

Few studies have focused on analysing the effects of applying dialogical strategies on social media to communicate sustainability. Thus, this study highlights the importance of dialogical communication beyond the inclusion of interactive elements when communicating sustainability on social media. The inclusion of dialogical features specifically benefits sustainability messages, given the transparency and honesty they demand.

Posting and sharing about food on social media has surged in popularity amongst younger generations such as Millennials and Generation Z. This study aims to analyse and compare food-tourism sharing behaviour on social media across generations. First, this study specifically investigates the factors influencing the intention to share food experiences on social media; second, it examines the impact of sharing intention on actual behaviour and loyalty; and third, it determines whether Millennials and Generation Z differ in these relationships.

A survey was carried out of Millennial and Generation Z travellers who shared food experiences on social media. Structural equation modelling (SEM) and multi-group analysis were performed to examine the cause-and-effect relationship in both generations.

The findings reveal differences in motivation, satisfaction, sharing intention, sharing behaviour and loyalty between generations (Millennials and Generation Z).

This study contributes to the literature on the antecedents of food-sharing behaviour in online communities by indicating factors that influence the sharing of culinary experiences and brand or destination loyalty across generations. Suggestions for future research include exploring online food-sharing behaviour through cross-cultural comparisons in various regions.

As Millennials and Generation Z will expand their market share in the coming years, the findings of this study can help improve marketing strategies for culinary tourism and generate more intense food experiences for both generations.

The outcome of the research provides new insights to develop a conceptual model of food-sharing behaviour and tourism on social media by drawing comparisons across generations.

Grounded in self-congruency theory, this study aims to investigate the impact of different types of congruence in social media influencer marketing on consumers’ online impulse buying intentions under the moderating influence of wishful identification.

This study collects survey responses from an online sample of 232 social media users and analyses them using partial least squares structural equation modelling.

This study delineates two distinct pathways influencing online impulse buying intentions within influencer marketing: direct consumer–product congruence and the conditional role of consumer–influencer congruence. Particularly, the alignment between a consumer’s self-image and the product’s attributes independently drives online impulse buying intentions. Conversely, consumer–influencer congruence, despite high alignment, fails to spur online impulse buying intentions unless amplified by wishful identification – the consumer’s aspirational desire to emulate the influencer. This finding underscores the complexity of impulsive consumer behaviours in the digital marketplace, highlighting the pivotal role of product appeal and the conditional influence of influencer relationships on spontaneous purchasing decisions.

This study pioneers by elucidating the congruence interplay between consumers, influencers and products in online impulse buying, emphasising wishful identification as a critical moderating factor. Theoretically, it expands self-congruency theory by detailing the distinct roles of congruence types on impulsive behaviours, notably underlining the essential role of wishful identification for the effect of consumer–influencer congruence. Practically, the insights equip brands with a deeper understanding of the key drivers behind impulsive purchases in an influencer-centric digital marketplace, offering strategic guidance for optimising influencer collaborations and product presentations to enhance consumer engagement and sales.

This study aims to examine the interrelationships between social media marketing activities, self-brand connections, brand equity, trust and loyalty.

A total of 402 valid responses were collected from Amazon MTurk, and the data were subjected to partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis (fsQCA).

Findings indicate that social media marketing activities strongly and positively influence self-brand connection, brand equity and brand trust. Moreover, brand loyalty was strongly and positively influenced by self-brand connection, brand equity and brand trust. Moreover, the findings from fsQCA indicate that three causal paths lead to a high level of brand loyalty, and one causal path determines a low level of brand loyalty.

This research extends current knowledge by bridging the literature between social media marketing activities and branding using self-brand connections. Additionally, this study uses the strength of two complimentary methods – symmetrical and asymmetrical modeling – to uncover how social media marketing activities bridge customer-brand relationships.

Este estudio examina las interrelaciones entre las actividades de marketing en redes sociales, las conexiones de marca propia, el valor de la marca, la confianza y la lealtad.

Se recopilaron 402 respuestas válidas de Amazon MTurk, y los datos fueron sometidos a PLS-SEM y análisis cualitativo comparativo con conjuntos difusos (fsQCA).

Los resultados indican que las actividades de marketing en redes sociales influyen fuertemente y de manera positiva en la conexión de marca propia, el valor de la marca y la confianza en la marca. Además, la lealtad a la marca es influenciada fuerte y positivamente por la conexión de marca propia, el valor de la marca y la confianza en la marca. Además, los resultados de fsQCA indican que tres vías causales conducen a un alto nivel de lealtad a la marca, y una determina un bajo nivel de lealtad a la marca.

Esta investigación amplía el conocimiento actual al vincular la literatura entre las actividades de marketing en redes sociales y el branding utilizando conexiones de marca propia. Además, este estudio utiliza dos métodos complementarios – modelado simétrico y asimétrico – para descubrir cómo las actividades de marketing en redes sociales construyen las relaciones entre cliente y marca.

本研究探讨社交媒体营销活动、自我品牌连接、品牌资产、信任和忠诚度之间的相互关系。

从亚马逊MTurk收集了402个有效回复, 并对数据进行了PLS-SEM和模糊集合质性比较分析 (fsQCA) 的处理。

研究发现, 社交媒体营销活动对自我品牌连接、品牌资产和品牌信任产生了强烈而积极的影响。此外, 自我品牌连接、品牌资产和品牌信任也对品牌忠诚度产生了强烈而积极的影响。fsQCA的结果显示, 导致高水平品牌忠诚度的有三条因果路径, 而导致低水平品牌忠诚度的有一条因果路径。

本研究通过构建社交媒体营销活动与品牌之间的桥梁, 利用自我品牌连接, 扩展了当前知识。此外, 利用对称和非对称建模两种互补方法的优势, 揭示了社交媒体营销活动如何建立客户品牌关系。

The pandemic has enhanced the global phenomenon of disinformation. This paper aims to study the false news concerning COVID-19, spread through social media in Spain, by using the LatamChequea database for a duration from 01/22/2020, when the first false information has been detected, up to 03/09/2021.

A quantitative analysis has been conducted with regard to the correlation between fake news stories and the pandemic state, the motive to share them, their dissemination in other countries and the effectiveness of fact checking. This study is complemented by a qualitative method: a focus group conducted with representatives of different groups within the society.

Fake news has been primarily disseminated through several social networks at the same time, with two peaks taking place in over a half of the said false stories. The first took place from March to April of 2020 during complete lockdown, and we were informed of prevention measures, the country’s situation and the origin of the virus, whereas the second was related to news revolving around the coming vaccines, which occurred between October and November. The audience tends to neither cross-check the information received nor report fake news to competent authorities, and fact-checking methods fail to stop their spread. Further awareness and digital literacy campaigns are thus required in addition to more involvement from governments and technological platforms.

The main limitation of the research is the fact that it was only possible to conduct a focus group of five individuals who do not belong to generation Z due to the restrictions imposed by the pandemic, although a clear contribution to the analysis of the impact of fake news on social networks during the COVID-19 pandemic in Spain can be seen from the privileged experiences in each of the fields of work that were identified. In this sense, the results of the study are not generalizable to a larger population. On the other hand, and with a view to future research, it would be advisable to carry out a more specific study of how fake news affects generation Z.

This research is original in nature, and the findings of this study are valuable for business practitioners and scholars, brand marketers, social media platform owners, opinion leaders and policymakers.

The subject of this paper is the phenomenon of social media aesthetics, which can be perceived as a tool for promoting and building the image of libraries, especially in terms of merchandising. The aim of this paper is to analyse the potential of the dark academia social media trend in the promotion of academic libraries.

The article is based on a review of the social networking sites YouTube and Instagram and an analysis of network resources using the Brand24 tool.

Resources that are described by Internet users as “dark academia” are popular in social media. Dark academia as an aesthetic concept creates potential for the promotion of academic libraries, especially those that are more traditional in terms of their architecture, décor or how they offer their services.

The paper concerns a phenomenon which, although popular socially, has not yet been scientifically analysed in the literature on the subject. Since the topic is new and there is no scientific literature on it, the author had to base the paper on less standard sources of information (e.g. analysis of the content of social media). The article is a review, an introduction, as well as an invitation to further discussion. The author's aim is not to comprehensively cover this topic but only to draw attention to an interesting and rarely discussed issue that has great potential for practical activities.

The topic has great potential for the practical improvement of the promotional activities of libraries, especially older, more traditional libraries, to create a strong and positive image on the basis of characteristics often perceived as weaknesses.

Social media services are powerful social impact tools. Showing the potential role of social media aesthetics for cultural institutions could serve to make the public more aware of the role of the proper use of social media for promotion and image building.

The use of social media aesthetics is very rarely discussed in the subject literature.