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Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.

By using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.

The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.

This study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.

This original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.

This paper aims to investigate the impact of online identity orientation and online friendship homophily on online socializing, online information search and ethnic guests’ hospitality experiences.

The study uses structural equation modeling to test a conceptual model developed after reviewing hospitality literature. Data is collected from a sample of 514 Turkish-Dutch ethnic guests living in the Netherlands using a self-administered questionnaire.

The results show that online identity orientations aligned with minority and majority cultures impact online friendship homophily and online socializing, which subsequently impact online information search and hospitality experiences of ethnic guests.

On the whole, ethnic communities have considerable spending power. The findings point to heritage and mainstream cultural socialization accounting for travel and hospitality experiences within an ethnic minority group. The findings supply relevant information for hospitality sectors on services to endorse or promote to guests from ethnic communities.

The study examines the simultaneous effects of online identity orientations and online friendship homophily on online socialization and hospitality experiences of ethnic guests. It highlights the role of culture in explaining the use of social networking sites and its potential impact on hospitality-related behaviors and experiences of ethnic guest consumers.

Online open innovation platforms provide opportunities for product users to participate in the innovation process and contribute their ideas to the platform. Nonetheless, they also present a significant challenge for platform managers, who select high-quality innovations from a massive collection of information with diverse quality.

In this study, the authors employed a machine learning method to automatically collect a real dataset of 2,276 innovations and 30,004 detailed comments from the online platform of IdeaExchange and then conducted empirical experiments to verify the study hypothesis.

Results show that extraversion, conscientiousness and openness to experience positively and directly influenced the quality of their innovation. Furthermore, an individual's social network position mediated among extraversion, neuroticism, conscientiousness and openness to experience and the quality of an innovation.

Results showed that extraversion, conscientiousness and openness to experience positively and directly influenced the quality of their innovation. Furthermore, an individual's social network position mediated among extraversion, neuroticism, conscientiousness, openness to experience and the quality of innovations.

This study combined the Big Five personality traits theory and social network theory to examine the association between user intrinsic personality traits, social network position and the quality of their innovative ideas in the context of online innovation platforms. Additionally, the findings provide new insights for platform managers on how to select high-quality innovation information by considering user personality traits and their social network position.

Despite the continued focus on online sharing through social media, little consumer research has looked at this behavior as an independent construct or tried to determine how it relates to other consumer behaviors. Consequently, this study aims to explore the concept of social media sharing disposition (SMSD), proposes a measure of the construct, and, in five studies, assesses its reliability and validity and its relationship to other online and offline consumer behaviors.

Five studies using surveys were carried out to assess the SMSD construct. The studies gathered data to assess the properties and validities of SMSD, as well as its ability to assess offline and online sharing behavior.

The results indicate that SMSD is a useful construct that helps to explain people’s social media and offline sharing behavior, although its focus is primarily on social media sharing. It also displays convergent, discriminant and predictive validity. These results indicate that SMSD can be used to predict the likelihood of consumers sharing online information. They also confirm that SMSD works effectively in different cultural contexts. SMSD can also be used to assess consumer offline sharing behavior.

There was neither an investigation of actual differences in behaviors among consumers in the number of posts or online reviews they undertook, based on SMSD, nor a study of whether individuals are more likely to incorporate brand information into their posts. Future research could explore these behaviors to determine whether they can be explained by SMSD. There was also no focus on a rationale for engaging in social media sharing; that is, there are no proposed antecedents of SMSD. Additional studies could assess antecedents of this construct.

Marketers interested in engaging consumers as participants in the dissemination of online (electronic) information can segment and target consumers on the basis of SMSD. Therefore, it can be used to determine who should be targeted with information to disperse to other consumers. It is likely that there is a relationship between SMSD and social media influencer (SMI) activity, so it could also be used to identify SMIs among consumer bases. It can also be adapted and applied to understanding offline sharing behavior.

The paper reports on SMSD and establishes that it is an additional construct that can help explain consumer information sharing. The construct relates to a social media context, where it may be increasingly difficult to identify consumers who engage in differential sharing of digital information.

This exploratory, descriptive study examines the factors that might influence the success or failure of online peer production communities during their inception stage. It focuses on community-building activities, the roles of users and the dynamics of user interaction, aiming to shed light on practices that could contribute to a community's success at the inception stage.

By comparing two Stack Exchange Q&A communities with the same timelines but opposite outcomes during their beta testing phases, the research utilizes quantitative methods to categorize community activities, define user roles via k-means cluster analysis and examine interaction networks using social network analysis.

Our findings suggest the successful Mathematics Q&A community exhibited several distinct practices during its inception, such as the utilization of both external and internal tools, the development of community-specific tutorials and the strategic use of flagging functions for moderation. Eight user roles were discerned, with roles like content editors, metadata curators and gatekeepers being particularly prominent in the successful community. Additionally, a more densely interconnected user network characterized by active participation was observed in the successful community.

Concentrating on the inception stage of online communities, this study uncovers insights into the dynamics at play in the early life of peer production environments and provides empirical observations that may assist in shaping strategies for new online communities. It stands out by comparing communities within the same period to understand factors that may influence their early success.

This study analyzes how small French retailers are adapting their front-office to the digitalization of their business environment.

The qualitative study focuses on dynamic capabilities of 27 independent French retailers, in a wide variety of sectors.

The digitalization of small retailers does not date from the pandemic health crisis. Small retailers are willing, agile and organized to make controlled progress, ranging from the visibility on social networks to online sales with its specific logistical constraints. Even if their presence on marketplaces is trickier to implement, it represents the culmination of the digitalization process, once their online store has been launched. The digital transformation of independent retailers should be less radical than for large retailers.

By distinguishing between the concepts of adaptive, absorptive and innovative capabilities, this research highlights strong differences between small retailers, that is SMEs, and larger companies. In terms of adaptive capabilities, it confirms that small retailers are not embracing digitalization as a fad, but because of real changes in the market, and particularly in demand. In contrast to large companies, small retailers drive it more around external objectives linked to their intimate knowledge of changing customer behavior (customer centricity). In terms of absorptive capabilities, the success or failure of digital transformation weighs directly on the entrepreneur's shoulders, but is less hampered by technological legacy. Despite interviews only conducted in the Paris region, it converges with professional studies carried out on a larger scale in France. Its widespread use is certainly easier in countries at the same stage of commercial development.

In terms of innovative capabilities, independent retailers need to focus on four key areas: reinventing the in-store experience; increasing visibility on social networks; creating an online store; being present in one or two marketplaces or creating a common platform with other local merchants.

This research is one of the first to analyze the digital transformation experienced by small structures. It draws on the concept of dynamic capabilities, well-suited to technologically and commercially dynamic markets. It puts into perspective studies carried out in other countries on less diversified types of shops. Unlike other studies examining the front office, it does not exclude stores and SEO in marketplaces.

The first objective is to investigate and determine the social capital development of students in online education. The second objective is to analyze the influence of social capital on students’ academic success and educational satisfaction. The third objective is to generate recommendations to foster social capital development.

A quantitative research approach is employed, with 264 respondents comprising students from colleges and universities in Malaysia. The data gathering instrument is an online questionnaire administered with the informed consent of participants. Data analysis is performed using structural equation modeling (SEM).

The results show that the faculty capital and peer capital components of social capital have not been compromised in online education, but the family capital component has declined. As such, it is concluded that there is a general decline in overall social capital in online education. These findings form the basis for recommendations on promoting social capital development among students in colleges and universities internationally.

This study focused on study periods during the COVID-19 pandemic where online learning and communication were strictly enforced, providing a unique opportunity to explore how students adapted their social capital development. However, this is not meant to be a representation of scenarios where students are given the option of either physical or online education or a combination of both.

Academic and institutional management implications are evident, and recommendations are made based on the findings.

The findings and subsequent recommendations have considerable social implications in terms of social sustainability of education practices and policies.

The COVID-19 pandemic that started in March 2020 and subsequent prolonged periods of physical lockdowns in many countries have forced colleges and universities that customarily practice classroom education to shift to online education temporarily. This situation created a novel “natural experiment” when classes or programs from the same college or university that are customarily conducted in classrooms (in person) were conducted online during the pandemic, thus contributing to the originality of the findings.

Researchers, with the widespread acceptance of Web-based technologies by companies, have recently discovered a new type of social capital through these mass communication tools, but there is still limited knowledge about its formation. Therefore, this study specifically aims to conceptualize and validate brand social capital (BSC) by analyzing the role of the online brand community’s social media capital (OBCSC).

Research data was collected using a questionnaire with 39 closed-ended questions. Participants, among the 220 questionnaires distributed, only returned 140 acceptable questionnaires, indicating a response rate of 64%. The statistical population of the study included managers and employees of e-commerce companies active in social media in the field of B2C who introduce and sell their products and services on various types of social networking websites. This study performed data analysis using structural equation modeling with partial least squares.

The results showed that OBCSC has a positive and significant effect on the integration of brand knowledge, branding co-creation and sense of belonging to the brand community, and in addition, using the mediating role of these three variables, it also has a positive effect on BSC. This study rejects only hypothesis 8 among all the hypotheses formulated, which shows that the sense of belonging to the brand community has no significant effect on branding co-creation.

By conceptualizing a new phenomenon called BSC and how its conversion mechanism is, this research defines a specific and formulated path to better identify the results of the organizational use of social media. In addition, it significantly contributes to increasing managers’ understanding of the importance of online brand community activities in internalizing customer brand knowledge within the company and turning it into wealth.

The study aims to advance the current state-of-the-art and identify the main theories, methodologies and research gaps. In this article, we examine the network perspective on resource interaction in management, systematically reviewing 92 published articles in peer-reviewed journals from 2013 to 2023.

This systematic literature review is a methodical, transparent and replicable approach to choosing and evaluating scientific works. We have analyzed and combined all the available evidence, giving a comprehensive overview of the current state of the literature.

The subject is still under development in the literature, so there are still some research gaps, such as lack of information about markets and competitiveness. The main thematic groups we found included the firm’s social media, business performance, innovation in organizations, social media and big data, network analysis and artificial intelligence.

It is important to note that the subject is still under development in the literature, so there are still some research gaps, such as some lack of information about markets and competitiveness, the online presence of luxury brands and the impact of technology on their performance, which is not approached in the literature; some companies find it challenging to adopt new technologies; what level of technology and academic specialization is needed to measure performance; how to measure the level of credibility of information shared on the internet and the psychological impact of artificial intelligence on future generations and communication.

Managers can use this study to improve network strategies for better communication with diverse stakeholders and adopting new technologies, especially to enhance skills among older generations. Networks play a crucial role in fostering social capital among firms, facilitating knowledge management and improving the quality of processes. The resilience of business networks serves as a mediator between responsible innovation and a company's performance. Managers may consider expanding the use of networks to other areas of management to promote organizational collaboration and professional networking. Employees can also act as brand ambassadors for their organizations, helping to establish informal networks and increase visibility.

An integrative framework and a future research agenda are presented, with the potential to advance our understanding in this field.

Comprehending the determinants influencing the sustained engagement in social commerce assumes paramount importance for its success, particularly within the context of developing countries. This study employs complexity theory to examine the antecedents of the intention toward social commerce continuance.

A structured online survey was designed to collect data regarding four behavioural factors: satisfaction, trust, online social support, and continuance intention. The net effect of each construct was evaluated using a symmetrical modelling technique, and to identify the asymmetric effect, the fuzzy-set qualitative comparative analysis was conducted.

The findings of the structural equation modelling confirmed the importance of satisfaction and online social support for continuance intention. The asymmetric analysis revealed three recipes leading to social commerce continuance intention and three combinations for its absence, contributing to understanding the complexity of online consumer decision-making.

Theoretically, this research highlights the interplay between online social support, trust, satisfaction, and s-commerce continuance intention. Gaining insights into the main factors influencing social media participants' behaviour assists business organizations and policymakers to foster the growth, and the sustainability of the s-commerce.

Combining two distinct methodologies, the findings of this paper allow for a comprehensive exploration of the multifaceted dynamics that underlie consumer behaviour and provide actionable insights for businesses seeking to refine their strategies within the dynamic realm of social commerce. Further, the study offers a valuable roadmap for marketers and policymakers to enhance consumer relationships and augment the efficacy of social commerce initiatives.