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 …

Consumption can be more than just a necessity; it can become a leisure activity. With the
emergence of e-commerce and social media, products and services are just one click away; …

Digital communication, the electronic transmission of information, reflects and influences
consumers' perceptions, attitudes, behaviors, and shopping journeys. Thus, data stemming …

Facebook users are increasingly using the site to conduct commercial activities, by posting
advertisements in groups and then buying or selling items from each other. This type of …

Past empirical studies have analysed the influence of manifest online review content factors
and the reviewer-related factors on online review helpfulness. However, the influence of …

Can social media-driven customer engagement help movie producers to increase movie
sales? Movie producers use social media to boost customer engagement; however, our …

This study investigates the determinants of online review helpfulness, adopting various
predictors from three dimensions of the online review management: source factors, review …

Visual elements in social media marketing must be strategically designed and leveraged to
elicit viewers' interest, desire, and action. This study aimed to complement the social media …

The present study attempts to examine how the various emotions expressed in customer
engagement content available on online product review videos reflect purchase intentions …

Due to the development of e-commerce, customers are rapidly shifting from passive
receivers of information to content contributors. Two types of content coexist on modern e …