Articles tagged with: entertainment

The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory

Nguyen Thi Huyen, Nguyen Minh Ngoc, Cao Anh Thao
Innovative Marketing Volume 20 2024, Issue #3

Factors affecting users’ brand awareness through social media marketing on TikTok

Cuong Nguyen, Thao Tran, Tien Nguyen
Innovative Marketing Volume 20 2024, Issue #1

The effect of influencer advertising on the intention to buy Wardah cosmetics in Indonesia

Cheery Pur Damayanti, Dara Ninggar, Catur Sugiarto
Innovative Marketing Volume 20 2024, Issue #1

Why do users keep coming back to TikTok? Understanding users’ motivation toward the continuous use intention of Chinese adolescent social media users

Jinhua Shao, Meiling Zhao, Yan Lyu, Yugang Chen
Innovative Marketing Volume 19 2023, Issue #3

The impact of smartphone advergames characteristics on purchasing intentions: the mediating role of game involvement

Rana K. Al-Soluiman, Abdallah Q. Bataineh, Sameer M. Al-Jabaly, Hanadi A. Salhab
Innovative Marketing Volume 16 2020, Issue #3