The growth of international business, combined with an increase in the number of service
offerings, underscores the importance of understanding effective promotional strategies for …

The concept of customer experience is evolving to an ever more imperative area of study
within the marketing discipline. Despite its importance and the positive attention this concept …

Purpose Organizations are investing heavily in social media yet have little understanding of
the effects of social media content on user engagement. This study aims to determine the …

Visual-based social media are growing exponentially and have become an integrated part
of the customer engagement strategy of many brands. Prior work points to the textual …

As social media has grown, firms have increasingly sought endorsements from social media
influencers rather than traditional celebrity endorsements. Technological advancements in …

Purpose The technology evolution compels retail networks to introduce unique business
models to retain customers and to gain a competitive advantage. Customer reviews …

Purpose–This research aims to examine the use of emotional and rational advertising
appeal regarding service options that differ in terms of their experience and credence …

Purpose–This research aims to investigate the message strategies most likely to promote
online “word-of-mouth”(WOM) activity for business-to-business (B2B)/business-to-consumer …

The authors discuss the potential merits of taking a narrative approach to communicating
service brand image through advertising. On the assumption that a primary goal of …

Though the marketing literature offers an abundance of research on the topics of perceived
risk, information search, and purchase intentions, very few researchers have empirically …