Marijke De Veirman

TL;DR: Brand communities on social networking sites (SNSs) allow consumers to interact with brands in various ways differing in level of activeness and public visibility, ranging from rather passive and less publicly visible, to active and highly visible behaviors as mentioned in this paper.

TL;DR: In this article, the authors investigated individuals' motivations that may drive lurking and posting behavior on Facebook brand pages by a survey study and found that while both behaviors are driven by social interaction motives, the former is also driven by a need for entertainment, and the latter is additionally driven by empowerment.

TL;DR: In two experimental studies, the advertising effects of hard versus soft sell appeals are investigated as discussed by the authors, and the results show that soft-sell appeals in advertisements on high involvement products generate a more positive attitude towards the ad than hard sell appeals in print advertising, due to the fact that the advertisement is perceived as less irritating and more credible.

TL;DR: Zhang et al. as mentioned in this paper found that Instagram influencers with high numbers of followers are considered more likeable, mostly because they were considered more popular, while very low numbers of followees might negatively impact popular influencers' likeability.