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The relationship between electronic word of mouth and brand: A systematic review and future research agenda
Consumers often rely on electronic word‐of‐mouth (eWOM) interaction as a source of
information about brands. It helps them in making decisions about their purchases. This …
information about brands. It helps them in making decisions about their purchases. This …
Trust me, I'm an influencer!-Causal recipes for customer trust in artificial intelligence influencers in the retail industry
Prior examinations of relationship development and the leverage of trust among artificial
intelligence (AI) influencers and followers have been few. This study employed complexity …
intelligence (AI) influencers and followers have been few. This study employed complexity …
“I follow what you post!”: The role of social media influencers' content characteristics in consumers' online brand-related activities (COBRAs)
The purpose of this research is to examine the underlying mechanisms through which social
media influencers'(SMI) content characteristics (information, design, and technology quality …
media influencers'(SMI) content characteristics (information, design, and technology quality …
Influencer marketing research: a systematic literature review to identify influencer marketing threats
This study aims to identify and classify the influencer marketing threats mentioned overtly or
implicitly in previous studies on brand use and future research. In this study, a systematic …
implicitly in previous studies on brand use and future research. In this study, a systematic …
Examining the influence of source factors and content characteristics of influencers' post on consumer engagement and purchase intention: A moderated analysis
The current research investigates the impact of fashion influencers on consumer
engagement and purchase intention. Guided by the heuristic systematic model (HSM), this …
engagement and purchase intention. Guided by the heuristic systematic model (HSM), this …
Customer satisfaction with Restaurants Service Quality during COVID-19 outbreak: A two-stage methodology
Online reviews have been used effectively to understand customers' satisfaction and
preferences. COVID-19 crisis has significantly impacted customers' satisfaction in several …
preferences. COVID-19 crisis has significantly impacted customers' satisfaction in several …
The Impact of Mukbang Live Streaming Commerce on Consumers' Overconsumption Behavior
Food live streaming shop**, which features a host eating and promoting the products to
viewers, has become a new form of food marketing. In three studies, the authors examine …
viewers, has become a new form of food marketing. In three studies, the authors examine …
The effect of social media influencer marketing on sustainable food purchase: Perspectives from multi-group SEM and ANN analysis
This study examines the impact of social media influencers'(SMIs) intimate self-disclosure,
environmental concern, and spending self-control on consumers' sustainable food purchase …
environmental concern, and spending self-control on consumers' sustainable food purchase …
[HTML][HTML] Influencer marketing within business-to-business organisations
This study explores the dynamics of influencer marketing in the B2B sector by drawing on
employee advocacy, customer reference marketing and organisational endorsement …
employee advocacy, customer reference marketing and organisational endorsement …
Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions
The rapid industrialization and growth across the world have fostered the consumption of
luxury fashion brands. Electronic word-of-mouth on social media (eWOM) is fast becoming …
luxury fashion brands. Electronic word-of-mouth on social media (eWOM) is fast becoming …