Two decades of brand hate research: a review and research agenda
Purpose This review aims to synthesize the brand hate literature and suggest directions for
future research on brand hate. Design/methodology/approach This study adopted an …
future research on brand hate. Design/methodology/approach This study adopted an …
The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture
The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase
Intention in Indonesia Moderated by Cultur Page 1 P-ISSN: 2087-1228 E-ISSN: 2476-9053 41 …
Intention in Indonesia Moderated by Cultur Page 1 P-ISSN: 2087-1228 E-ISSN: 2476-9053 41 …
From “touch” to a “multisensory” experience: The impact of technology interface and product type on consumer responses
Online retailers are increasingly using augmented reality (AR) and virtual reality (VR)
technologies to solve mental and physical intangibility issues in a product evaluation …
technologies to solve mental and physical intangibility issues in a product evaluation …
[HTML][HTML] Understanding the link between net promoter score and e-WOM behaviour on social media: The role of national culture
G Agag, BA Durrani, ZH Abdelmoety, MM Daher… - Journal of Business …, 2024 - Elsevier
Our paper explores how individual customers' promoter scores are linked to their electronic
word-of-mouth (e-WOM) behaviour under different cultural contexts. We conducted two …
word-of-mouth (e-WOM) behaviour under different cultural contexts. We conducted two …
Understanding misinformation and rumors that generated panic buying as a social practice during COVID-19 pandemic: evidence from Twitter, YouTube and focus …
Purpose The purpose of the study is to understand how socially shared misinformation and
rumors can enhance the motivation to protect personal interests and enhance social …
rumors can enhance the motivation to protect personal interests and enhance social …
[HTML][HTML] Luxury fashion brand customers' perceptions of mobile marketing: Evidence of multiple communications and marketing channels
Previous studies have addressed some of the issues of customers' perceptions of mobile
marketing, particularly the affordances of multiple communications and channels. Despite a …
marketing, particularly the affordances of multiple communications and channels. Despite a …
Determinants of online brand communities' and millennials' characteristics: A social influence perspective
Online communities have evolved to allow larger numbers of individuals to interact with
other users to form a collective virtual environment influenced by members within the …
other users to form a collective virtual environment influenced by members within the …
Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
P Rodríguez-Torrico, R San José Cabezudo… - Journal of Research in …, 2023 - emerald.com
Purpose Omnichannel consumers are more proactive, engage in longer shopping journeys
and share their experiences. However, their postpurchase behavioral responses remain …
and share their experiences. However, their postpurchase behavioral responses remain …
Calming the customers by AI: Investigating the role of chatbot acting-cute strategies in soothing negative customer emotions
T Zhang, C Feng, H Chen, J Xian - Electronic Markets, 2022 - Springer
Although intelligent chatbot has been widely used in online customer service settings in
modern E-business, scholars still have little understanding of the chatbot strategies …
modern E-business, scholars still have little understanding of the chatbot strategies …
Effects of online brand communities on millennials' brand loyalty in the fashion industry
Online brand communities are gaining traction in the development of marketing strategy, but
it is unclear how the dominant group of users, the millennials, is being targeted with the …
it is unclear how the dominant group of users, the millennials, is being targeted with the …