The advent of interactive digital platforms has led people to progressively interact on such
platforms, urging organizations to create online communities to engage customers with them …

Due to COVID-19 pandemic, schools all over the world have gone from full face-to-face to
online lessons. This paper analyzed the influences of social networking sites (SNS) on …

Recent years have witnessed the rise of new media channels such as Facebook, YouTube,
Google, and Twitter, which enable customers to take a more active role as market players …

Purpose The purpose of this paper is to provide insight into the relationship between
consumer personality traits and consumer engagement (CE) in the online brand community …

Developed in response to the new challenges of the social Web, this study investigates how
involvement with brand-related user-generated content (UGC) affects consumers' …

Social commerce is an emerging trend in which sellers are connected in online social
networks and sellers are individuals instead of firms. This article examines the economic …

Consumer buzz in the form of user-generated reviews, recommendations, and blogs signals
that consumer attitude and advocacy can influence firm value. Web traffic also affects brand …

Online word-of-mouth communication, a phenomenon that has taken hold over the last
decade, is bringing major change to the lives of individuals, and specifically to consumers …

This review addresses three contemporary questions on the topic of word of mouth
(WOM):(1) Are WOM and online WOM the same phenomenon?(2) What kind of target is …

In this research, we empirically explore the effects of various design elements of email
newsletters on consumers' email responses and their purchases. We capture the …