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Social media has the potential to enable exchange of diverse opinions, foster dialogue on important social issues and exert positive influence on stakeholders and society. However, evidence is contradictory as to whether this is the case; it is possible that millennials' behaviors on social media are mainly driven by conservation (conformity and safety) or self-enhancement (power and achievement). In this research, the authors examine the extent to which different human values (self-transcendence, conservation, self-enhancement and openness to change) influence millennials' activities and behaviors on social media.

The authors conduct three separate surveys on Facebook, Twitter and Instagram with 491 millennials (18–34 years of age) in the USA, examining the influence of four higher-order values of the Schwartz human values model (open self-transcendence, conservation, self-enhancement and openness to change) on specific social media activities (consumption, self-focused and sharing nonpersonal content activities).

First, the authors find that for millennial users, human values significantly influence social media activities. Second, conservation values, followed by self-enhancement values, overshadow the expression of open self-transcendence values on social media. Thus, social media platforms may function more as agents of conservation and self-enhancement than agents of personal growth.

This is among the first studies to examine the influence of human values on social media and to find that human values such as conservation and self-enhancement have a strong influence on users' social media activities, while open self-transcendence values, which lead to expansion and growth, do not find genuine expression on social media.

This study aims to investigate the role of social media in increasing trust, self-perceived creativity and millennial entrepreneurial satisfaction.

The empirical analysis was conducted using a sample of 385 millennial entrepreneurs that were recruited for online survey. After conducting reliability and validity tests, the data were analyzed using partial least squares structural equation modeling.

The results showed that the quality of social media information had a direct and indirect positive and significant effect on trust and satisfaction. Social media marketing activities had a direct and indirect positive and significant effect on trust and self-perceived creativity. System Quality of social media also has a significant direct influence on trust. However, there is no direct relationship to satisfaction. Finally, social media marketing activities have a significant direct effect on trust and satisfaction.

This research can contribute to marketing experts and millennial entrepreneurs in improving the quality of advertising information and the credibility of social media used to support creativity, trust and satisfaction. In addition, marketing experts and millennial entrepreneurs with online-based communities should optimize their marketing activities on social media.

This study has shown a more comprehensive model of the relationship between information quality, system quality, social media marketing activities, self-perceived creativity, trust and satisfaction. This study also reveals a significant direct and indirect effect of social media marketing activities on satisfaction.

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.

In this study, the authors sought to investigate how the implicit social ties of both project owners and potential backers are associated with crowdfunding project success.

Drawing on social ties theory and factors that affect crowdfunding success, in this research, the authors developed a model to study how project owners' and potential backers' implicit social ties are associated with crowdfunding projects' degrees of success. The proposed model was empirically tested with crowdfunding data collected from Kickstarter and social media data collected from Twitter. The authors performed the test using an ordinary least squares (OLS) regression model with fixed effects.

The authors found that project owners' implicit social ties (specifically, their social media activities, degree centrality and betweenness centrality) are significantly and positively associated with crowdfunding projects' degrees of success. Meanwhile, potential project backers' implicit social ties (their social media activities and degree centrality) are negatively associated with crowdfunding projects' degrees of success. The authors also found that project size moderates the effects of project owners' social media activities on projects' degrees of success.

This work contributes to the literature on crowdfunding by investigating how the implicit social ties of both potential backers and project owners on social media are associated with crowdfunding project success. This study extends the previous research on social ties' roles in explaining crowdfunding project success by including implicit social ties, while the literature explored only explicit social ties.

Social media has broadened the scope of luxury brand marketing and has emerged as a salient tool for Internet marketing campaigns in the post-pandemic world. Under the theoretical lens of the SOR model, this study aims to explore the nexus between brand social media marketing (BSMM) activities and online consumer brand engagement (CBE) via mediating consumers' emotions in the modest luxury fashion branding post-pandemic context.

This study conducted a post-pandemic survey in five major metropolitan cities in Pakistan with a total of 584 eligible young consumers who follow the fan pages of fashion brands. Structural equation modeling was used to test hypotheses.

The findings reveal that BSMM activities have a significant influence on three emotion states (pleasure, arousal and dominance); however, only pleasure and arousal significantly drive CBE (i.e. affective engagement and activation). Moreover, the results show that pleasure and arousal partially mediate the relationships between BSMM activities and affective and activation dimensions of CBE, while dominance fully mediates the relationship between BSMM activities and cognitive engagement. Interestingly, only affective engagement was shown to be the most potent component of CBE in fostering positive emotions toward luxury fashion brands.

This study contributes to the literature on social media marketing and consumer brand engagement by revealing valuable insights into post-pandemic luxury fashion branding that could assist academicians and marketing practitioners of non-Western markets.

The purpose of this paper is to identify the dimensions and formation mechanisms of brand value on social media platforms within the prosumption logic based on the theory of value co-creation. By adopting a process-oriented mindset, this study deconstructs and applies the prosumption theory and the theory of value co-creation in the field of social media, thereby addressing the insufficiencies of previous research that focused primarily on the subject mindset. It offers reference ideas for social media brand managers to attract prosumers to engage in value co-creation.

The crawler technology and grounded theoretical method were adopted in this research paper.

Based on the logic of prosumption and the theory of value co-creation, the research finds that the brand value of social media platforms is composed of seven dimensions. The dimensions include brand recognition, brand perception quality, brand experience, brand value-in-use, brand relationship quality, brand loyalty and brand co-creation behavior. From the perspective of prosumption logic, the formation of brand value on social media platforms is a gradual accumulation process. This process involves prosumers participating in prosumption activities, progressing through several stages. Initially, it starts with “prosumption conditions”, which include brand recognition, brand perception quality and brand experience. It then moves to “prosumption processes,” characterized by brand value-in-use and brand relationship quality. Finally, it culminates in “prosumption outcomes,” represented by brand loyalty and brand co-creation behavior. From the perspective of value creation, the formation of brand value on social media platforms is a closed-loop process that includes “brand value identification and empowerment—brand value acquisition and transformation—brand value co-creation and relationship upgradation—brand value co-creation and stability—brand value feedback and iteration.”

The findings contribute to expanding prosumption and co-creation theory and enriching the prosumption logic frame. Meanwhile, it is conducive to encouraging prosumers to participate in the platform’s prosumption activities and jointly creating the brand value of the social media platform. This paper interprets prosumption through the lens of the value co-creation process.

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。

This study investigates the impact of social media marketing activities on customer purchase intention in the Malaysian property market.

The study utilises a survey research approach to collect data from 331 respondents using a questionnaire.

The findings of the study reveal that entertainment, interaction, customisation and word-of-mouth variables had a significant and positive impact on customer purchase intention in the Malaysian property market. However, the study demonstrates a positive but insignificant impact of trendiness on customer purchase intention.

First, the study relies on a sample of 331 respondents in Malaysia, which may limit the generalizability of the findings to a broader population. Hence, future research could aim for a more extensive and diverse sample to enhance the validity of the results. Second, while the study identified significant relationships, the measurement of variables, in particular “trendiness,” could be refined for better accuracy. The future study may consider including a more precise measurement to provide comprehensive insights.

The results suggest that marketers should focus on creating engaging and interactive content, providing personalised experiences and leveraging word-of-mouth recommendations to enhance customer purchase intention. The overall findings highlight the importance of social media marketing activities in the property market and their potential to drive customer purchase intention.

The study contributes to the existing literature by shedding light on the role of social media marketing activities in influencing customer purchase intention in the Malaysian property market.

To the best of the authors’ knowledge, there is no similar studies have been conducted in this area of research.

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.

Based on the stimuli-organism-response (SOR) theory, the purpose of this study is to demonstrate the impact of consumers’ engagement in pro-environment activities on social media on consumer green consumption behaviour, and explore the explicatory mechanism and boundary conditions for the relationship between them.

This study collected data from 312 Chinese consumers by using the research platform Credamo, a Chinese online survey platform. A structural equation model and hierarchical regression modelling were used to analyse the data.

Consumers’ engagement in pro-environmental activities on social media has a positive influence on environmental awareness that positively affects green consumption behaviour. Environmental awareness plays a mediating role in the relationship between consumers’ engagement in pro-environmental activities on social media and green consumption behaviour. Furthermore, green intrinsic motivation and green extrinsic motivation play positive and negative regulating roles respectively in the relationship between environmental awareness and green consumption behaviour.

This study enriches the research on the antecedent variables of green consumption behaviour. At the same time, it also expands the research on the outcome variables of the impact of engagement in environmental protection activities on people’s subsequent behaviour, deepens and expands the research on green consumption behaviour and its applicable boundaries, offering both theoretical insights and practical implications for enterprise marketing strategies and government management.