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

The concept of relationship marketing in the academic marketing literature is almost 40
years old. Since its inaugural mentioning (Berry, 1983), a rich body of conceptual and …

Agent-based modelling (ABM) and social network analysis (SNA) are both valuable tools for
exploring the impact of human interactions on a broad range of social and ecological …

Online interactions have emerged as a dominant exchange mode for companies and
customers. Cultivating online relationships—defined as relational exchanges that are …

Agent-based modeling has proven to be a useful simulation tool in marketing to analyze
what-if scenarios and support strategic marketing decisions. Over the years, the field has …

Rumor is a typical social psychological phenomenon, and forgetting is a universal
psychological trait. Exploring the role of forgetting will improve the understanding of rumor …

Originally developed to simulate the evolution of public opinion, opinion dynamics models
have also been successfully applied to market pricing and advertising. However, passive …

In this paper, we examine the role of reciprocity enabled by digital social platforms for offline
healthy behavior. Although reciprocity is a fundamental aspect of human psychology, its …

Customers can share their opinions on the Internet, and this online sharing affects
customers' quality expectations, their purchasing decisions, and firms' product positioning …

Friendship formation is of central importance to online social network sites and to society,
but can suffer from significant and unequal frictions. In this study, we demonstrate that social …