Influencer marketing initiatives require firms to select and incentivize online influencers to
engage their followers on social media in an attempt to promote the firms' offerings …

Online influencer marketing (OIM) has become an integral component of brands' marketing
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …

We empirically study the motivations of users to contribute content to social media in the
context of the popular microblogging site Twitter. We focus on noncommercial users who do …

We explore how Internet browsing behavior varies between mobile phones and personal
computers. Smaller screen sizes on mobile phones increase the cost to the user of browsing …

Consumer-to-consumer brand message sharing is pivotal for effective social media
marketing. Even as companies join social media conversations and generate millions of …

Purpose–As the internet has become an increasingly relevant communication and
exchange platform, social interactions exist in multiple forms. The research aims to integrate …

This study aims to provide a better understanding of how organizations can manage public
conflict and firestorms in social media spheres. We develop an agent-based simulation …

We study the drivers of the emergence of opinion leaders in a networked community where
users establish links to others, indicating their “trust” for the link receiver's opinion. This leads …

In computational social science, epidemic-inspired spread models have been widely used to
simulate information diffusion. However, recent empirical studies suggest that simple …

This research explores characteristics that make consumers more likely to circulate ads. We
focus on (a) the main transmitters of the viral content which we refer to as propagators …