Purpose The purpose of this paper is to build a conceptual framework which provides both
practical and theoretical insights into drivers of consumer use of social network sites (SNSs) …

The aim of this study is to identify the factors affecting the credibility of electronic word-of-
mouth (eWOM) stimulation through Social Networking Sites (SNSs) through an empirical …

The exponential growth of the internet has empowered customers and enhanced their
interactivity. This has given pace for the phenomenal growth of the electronic word of mouth …

Purpose Today, consumers play an active role in creating, generating and distributing the
electronic word of mouth (eWOM) independent of marketers. Customer acquisition through …

Word of mouth communication has changed massively over the years, due to sophisticated
technologies and new techniques, to a more ubiquitous form of communication called …

Social networking sites (SNS) have experienced a boom in the past few years in terms of
usage, especially by the younger generation, and as an advertising medium. Firms are …

Purpose The purpose of this paper is to contribute to the marketing literature regarding
Islamic countries, in particular the United Arab Emirates (UAE), by assessing the impact of …

Marketers define their social media platform as an essential piece to reach their consumers.
The flock of web users turning to social media to receive and convey their thoughts …

Purpose The purpose of this paper is to examine how user-generated positive social
electronic word-of-mouth (eWOM) via Facebook affects brand attitude and, consequently …

Purpose The nature of digital media channels are important factors in explaining consumers'
behavior over the Web, and specifically on social network sites (SNS). The purpose of this …