Recommended by: Shaphali Gupta

Content:

1. Social Media Marketing: Trends and Challenges / Bikramjit Rishi and Subir Bandyopadhyay
2. Aspects of Social Media Engagement for Luxury Brands: A Case Study Approach / Ilias Kapareliotis and George Kyparissiadis
3. Unleashing the Potential: How Influencers Drive Digital Content Marketing / Lakshmi Raj and Mallika Sankar M
4. Social Media Usage in the B2B Context / Nicholas Mathew and Hagai Gringarten
5. Promoting Social Marketing on Social Media: Using TikTok as an Engaging Platform to Reduce Food Waste / Jenny Zhengye Hou and Xuan Li
6. Optimizing User Engagement: The Synergy of Social Media Marketing and UI/UX Design / Hannah Hameed, Mohit Maurya and Mohd Arif
7. The Consumer Journey in a Social Media World / Kruti Sanjaykumar Bhatt
8. Connecting Brands and Influencers: The Case of the Irish Blogger Agency / Róisín Vize
9. Mapping the B2B Customer Journey through Social Media Marketing / Deepa Kapoor, Ruchi Khandelwal and Sujata Khandai
10. Exploring the Impact of Para-Social Interaction: The Consumer Journey in a Social Media World with a Focus on Virtual Influencers / Bingqian Bai, Gianpaolo Vignali, Daniella Ryding, and Delia Vazquez
11. Transitioning from CRM to Social CRM in the Healthcare Industry / Ashim Kumar Ghosh and Manohar Kapse
12. Consumer Persuasion by Chatbots: An Integrative Model of Social Influence / Wolfgang J. Weitzl, Ardion D. Beldad, Gerald Petz and Annmarie Hanlon
13. The Impact of Generational Differences on Target Audience Identification in Social Media Marketing / Manjushree G S and Padmaja D S
14. Social Media's Role in Customer Experience Creation: User-Generated Content Quality vs. Firm-Generated Content Quality / Olli Tyrväinen, Heikki Karjaluoto and Pinja Karjala
15. Augmenting the Analyst: Artificial Intelligence in the Age of Social Media Big Data / Faniza Joshi, Amandeep Kaur and Nidhi Malhotra
16. Leveraging the Role of Social Media Platform Data in Enhancing the Effect of Cause-Related Marketing / Krishna Teja Perannagari and Shaphali Gupta
17. Social Media Renaissance with Audio Content: Bolstering a Personalized Approach / Ruchi Jain and Uday Thareja
18. Influencer Marketing and Customer Engagement through Social Media: A Promising Avenue in a New Normal / Bhavna Sharm, and Nupur Taneja
19. Perceived Source Credibility of Social Media Influencers and Consumer Attitudes toward Brands: An Exploratory Study of Differences between India and the United States / Lubna Nafees, Christy Cook, Atanas Nik Nikolov, and James Stoddard