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 …

Given the importance of online word of mouth (WOM), there has been an increasing need to
understand the psychological mechanisms that underlie WOM transmission (ie sharing of …

Interactivity, which is a key characteristic of the live streaming commerce environment,
fosters users' active attitudes and behaviors in communications and transactions. However …

The authors test five theoretically derived hypotheses about what drives video ad sharing
across multiple social media platforms. Two independent field studies test these hypotheses …

Short-form video has attracted users' attention and been widely adopted for entertainment.
Recently, short-form video has also been used for advertising. However, how short-form …

The paper examines the opportunities in and possibilities arising from big data in retailing,
particularly along five major data dimensions—data pertaining to customers, products …

From advertisers and marketers to salespeople and leaders, everyone wants to hold
attention. They want to make ads, pitches, presentations, and content that captivates …

User-generated content has become ubiquitous and very influential in the marketplace.
Increasingly, this content is generated on smartphones rather than personal computers …

ABSTRACT 'Fear of missing out'(FOMO) is a recent but widely recognized phenomenon.
Some emotional antecedents of FOMO, such as anticipated elation and anticipated envy …

Although in-feed social ads on social media are rapidly growing worldwide, scarce attention
is paid to the content strategy of brands presenting in a human way. The present research …