Along with the rapid increase in the number of Internet users around the world, the World
Wide Web has become the fastest growing advertising medium in this decade. The …

People engage in communication on Facebook via three behaviors—like, comment, and
share. Facebook uses an algorithm that gives different weight to each behavior to determine …

Purpose–Based on message source theory, the purpose of this paper is to use positive
electronic word‐of‐mouth (eWOM) settings to examine the influence of message source …

The increasing use of social media has changed how firms engage their brands with
consumers in recent times. This triggered a need for this research to further our …

With the rapid growth of smartphone and smartphone application users, mobile apps have
attracted an increasing amount of attention as an engaging platform for marketing …

The purpose of this research is to increase understanding of Taylor's six-segment strategy
wheel (SSSW) by exploring how message strategy makes use of commenters' parasocial …

Based on a computer mediated word of mouth approach, viral advertising represents the
latest online advertising phenomenon. The current study provides one of the first empirical …

This study examined effects of structural and perceptual variables on attitude toward
websites. Data were collected from 311 consumers who reviewed four hotel websites. The …

Purpose–This study examines social reporting by Islamic banks with special emphasis on
themes related to social justice. By using critical theory and “immanent critique”, the study …

Purpose The purpose of this study is to develop a typology of social media messages to
compare the effectiveness of different message strategies. Design/methodology/approach In …