Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable effects on the company bottom line, yet it remains an over-labeled and under-theorized …
R Hadi, S Melumad, ES Park - Journal of Consumer Psychology, 2024 - Wiley Online Library
This work offers a multidisciplinary perspective on the Metaverse, focusing on its potential implications for consumer behavior. We begin by proposing a conceptualization of the …
Tourism organizations use social media to promote their destinations and attract new customers. However, there is a challenge in how tourism organizations can choose or create …
The purpose of this study is to understand the role of social media content on users' engagement behavior. More specifically, we investigate:(i) the direct effects of format and …
Although social media use is gaining increasing importance as a component of firms' portfolio of strategies, scant research has systematically consolidated and extended …
Y Li, Y Xie - Journal of marketing research, 2020 - journals.sagepub.com
Are social media posts with pictures more popular than those without? Why do pictures with certain characteristics induce higher engagement than some other pictures? Using data sets …
The purpose of this paper is to investigate how family businesses utilise social media tools, to determine what the purposes, benefits and challenges are, and to discover competencies …
Consumers' changing media consumption behaviors and skepticism toward traditional forms of advertising have prompted the growth of influencer marketing. Even as regulatory …
M Pittman, A Abell - Journal of Interactive Marketing, 2021 - journals.sagepub.com
Digital marketing campaigns increasingly utilize social media influencers. Research in influencer marketing has investigated popularity metrics but found conflicting results on how …