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 …

Purpose This article aims to provide a summary review of what is already known about
customer loyalty and identifies some emerging issues that play an important role in it. As a …

Drawing on the stimulus-organism-response (SOR) framework, a model is tested that
improves the understanding of customer loyalty toward social commerce websites. The …

Despite the growing interest in digital influencers as a brand communication tool in recent
years, much remains to be explored to understand how they can build a bond with their …

Through the combination of e-commerce and social media, social commerce has the
potential to significantly influence customers' purchase intentions. However, the …

Scant evidence is available on of how social media marketing activities influence brand
equity creation and consumers' behavior towards a brand. This research explores these …

Kemampuan pelanggan dalam menilai barang secara online dan offline berbeda. Informasi
barang secara online hanya dapat dilihat melalui gambar dan deskripsi. Sehingga …

The purpose of this article is to identify which dimensions of online convenience affect
consumers' intention of using online shopping and explore a conceptual model to …

This study examines how video blogs (vlogs) influence consumer perceptions of luxury
brands. Using para-social interaction (PSI) and social comparison theory, this study …

Companies increasingly use micro-celebrities for product endorsement. However, there are
concerns around the self-presentation and credibility of this source of information online …