People often share opinions and information with their social ties, and word of mouth has an
important impact on consumer behavior. But what drives interpersonal communication and …

Research on growth of innovations introduced to the market has gradually shifted its focus
from aggregate-level diffusion to exploring how growth is influenced by a given social …

This paper investigates the impact of social media influencer endorsements on purchase
intention, more specifically, the impact advertising disclosure and source credibility have in …

The increased availability of social media big data has created a unique challenge for
marketing decision-makers; turning this data into useful information. One of the significant …

Customer engagement marketing—defined as a firm's deliberate effort to motivate,
empower, and measure customer contributions to marketing functions—marks a shift in …

Retail settings are being challenged to become smarter and provide greater value to both
consumers and retailers. An increasingly recognised approach having potential for enabling …

Polls show a strong decline in public trust of traditional news outlets; however, social media
offers new avenues for receiving news content. This experiment used the Facebook API to …

This study compares differences in market mavenism between two generations: the young
adult portion of Gen Z, born from approximately 1997 through 2012, to their Gen X parents …

Since its foundation in 2005, YouTube, which is considered to be the largest video sharing
site, has undergone substantial changes. Over the last decade, the platform developed into …

Purpose–This study aims to investigate the impacts of online review and source features
upon travelers' online hotel booking intentions. Design/methodology/approach–This study …