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• 2017Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation351 cited
• 2016Social Media Marketing: A Literature Review and Implications311 cited
• 2020Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context294 cited
• 2021How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness283 cited
• 2017The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations281 cited
• 2016Social media interaction, the university brand and recruitment performance274 cited
• 2018Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites243 cited
• 2023Social influence research in consumer behavior: What we learned and what we need to learn? – A hybrid systematic literature review169 cited
• 2019An elaboration likelihood model of consumer respond action to facebook second-hand marketplace: Impulsiveness as a moderator164 cited
• 2021How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention163 cited
• 2020The unedited public sphere147 cited
• 2020Influencer marketing: brand control, commercial orientation and post credibility147 cited
• 2021The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust146 cited
• 2018User engagement for mobile payment service providers – introducing the social media engagement model141 cited
• 2021Do brands’ social media marketing activities matter? A moderation analysis132 cited