The introduction of social media in the restaurant sector has changed the manner in which
customers communicate with businesses. Social media marketing activities (SMMAs), such …

The purpose of this research is to analyze the direct effect of social media marketing, word of
mouth, and the effectiveness of advertising on brand awareness and its impact on intention …

Electronic word-of-mouth on social networking sites is one of the most effective marketing
resources in the lodging industry. Furthermore, Generation Y is becoming an important …

Purpose This study aims to understand pathways to success for food video bloggers (food
vloggers) by identifying the drivers of positive reception among audiences. It examines how …

Vedica Awasthi is a Research Scholar at Mittal School of Business, Lovely Professional
University, Punjab, India. Her research domain is Economics (Health Economics). She …

This chapter examines how information and communication technology (ICT) initiatives
affect customers' everyday routines with an emphasis on how electronic word of mouth …

E-advertising has brought great opportunities for marketers and therefore it has attracted
interest of lot of scholars towards this area. With this regard, many concepts have been …

Penelitian ini bertujuan untuk mengetahui apakah kesadaran merek, e-WOM, dan harga
yang dipersepsikan memiliki pengaruh terhadap niat pembelian. Teknik pengambilan …

Online word-of-mouth (eWOM) disseminated on social media contains a considerable
amount of important information that can predict sales. However, the accuracy of sales …

Purpose: This study examines the structural relationship between perceived quality,
relationship quality, and revisit intention in the context of coffee shop. In this model …