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In India, L I S learning is now commemorating an era of presence and attaining a major milestone. Significant progress has been made during this time, thanks to various government initiatives from different departments. Important initiatives have significantly impacted higher education, including the...

With the development of social media, the advertising diffusion’s way changes from the brand one-way output to the multi node diffusion mode achieved by Platform interaction and content reproduction. As a highly organized group with high emotional mobilization ability, fandom fans have multiple identities...

This study investigates the impact of Firm-Generated Content (FGC), User-Generated Content (UGC), brand awareness, and brand attitude on prospective students’ intention to enroll in the DKV X study program. A survey was conducted, and data were analyzed using Partial Least Squares Structural Equation...

The development of communication information technology contributes to the emergence citizen journalism (CJ) in the media. CJ is supported by new internet technologies, especially Web 2.0–based websites known as participatory webs. Through CJ and other types of user-generated content (UGC), members of...

Digital advertisements are shaping customer decision-making pathways on social media like Xiaohongshu, driving a shift from centralized advertising to decentralized, community-driven conversations. The objective of the research is to examine the reconstruction of Chinese Customer Decision Journey through...

In the context of global cultural fusion, domestic animation films are becoming an important vehicle for Chinese cultural export. With its phenomenal box office and international word-of-mouth, ‘The Descent of Nezha’ and its sequel ‘Nezha’s Magic Child Haunts the Sea’ have marked a new era for Chinese...

Social media platforms nowadays are numerous and have many different features to aid the communication conducted by individuals or groups. At the same time, it has an implication on how marketing communications are conducted and how consumers perceive brands, thus determining purchase intentions. The...

The world of work has undergone a radical change after getting hit by the waves of pandemic and extensive utilization of digital technology. Due to these, the term work from home revolutionized from just an option in hand to a necessity in our present lives. This reaction of organizations to pandemic...

Social Shopping Community (SSC) is an online shopping platform to search, share, recommend, rate, and buy products, including Beauty-Tech's products. SSC increases customer loyalty through the profound factors: Online Product Recommendation (OPR), Online Product Brokering (OPB), and User Generated...