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The purpose of this article is to analyze how social media activities, in specifically the Facebook page of a car manufacturer, and user interactions with these brand related activities affect the perception of brands and ultimately influence consumers purchase decision. Based on an online survey with users of the corporation's Facebook fanpage, and in accordance to hierarchy of effects theory the author's findings show the positive effect of fanpage engagement on consumers' brand awareness, word of mouth (WOM) activities, and purchase intention. The findings further indicate that annoyance with the fanpage due to information overload leads to negative effects on fanpage commitment and to decreased WOM activities. From a theoretical standpoint the results of this study contribute to understanding of the value-enhancing potential of social media campaigns.

To answer the authors' research questions and test their hypotheses, a study was set up in cooperation with the car brand MINI. To test their hypotheses, the authors applied structural equation modeling with AMOS 18.

The article analyzes the influence of brands’ social media activities and participants' social media involvement on the purchase decision process of consumers. Their findings demonstrate that engagement with a Facebook fanpage has positive effects on consumers' brand awareness, WOM activities and purchase intention. Results further indicate that annoyance with the fanpage leads to negative effects in respect to the overall commitment to and involvement with the fanpage and WOM. The authors' research shows that social media activities indeed affect the purchase decision-making process.

New marketing communication reality presents new challenges and opportunities for companies as purchase decisions are increasingly influenced by social media interactions. People rely more than ever on their social networks when making those decisions. Nevertheless, outcomes of social media activities are still disputed in practice. The effects of social media campaigns on consumers' perception of products and brands as well as the effects on purchase decisions have yet to be better understood. This study therefore investigates how social media activities, in specific the Facebook appearance of a car manufacturer, affect the perception of brands, and ultimately influence the purchase decision process of consumers while considering the risk of creating annoyance. From a theoretical standpoint the results of this study contribute to understanding of the value-enhancing potential of social media campaigns and demonstrate how the perception of brands is influenced through this new communication channel. For brand managers this study is of value, as it shows that social media activities do have a positive influence on brands as they support their management of the purchase process.

This study unravels the intellectual structure of virtual reality (VR) in digital marketing (DM) research, identifies core research gaps and presents future research avenues. The study also conducts a performance analysis of publications in the field and identifies the most important stakeholders of the stated topic.

The Web of Science database was used to retrieve the publications that were relevant to the topic between 2012 and 2022. Biblioshiny, a shiny app for the Bibliometrix R package, is used to conduct a bibliometric analysis by decoding the results into several visual representations.

This report includes the most prolific contributors, keyword analysis results, productive nations, authors and connections, as well as the most often cited publications on VR in DM. In DM research, numerous perspectives on VR were looked at, explored and revealed.

The findings provide a new perspective and understanding of the issue for researchers in order to improve their research insights in the field. This study will also benefit marketing practitioners in ensuring the sustainability and innovativeness of technology used to run their DM campaigns.

This research provides the first bibliometric analysis of the citation works and productivity in the field of VR in DM using Biblioshiny, identifies core research gaps and provides future research agenda which can be useful to advance the research understanding in this context.