Digitalization is a powerful engine for economic growth in the world. In 2018, digitally
transformed firms represented 13.5 billion US dollars of global GDP and, towards the end of …

Social influence plays a significant role in sha** consumer behavior, and research in this
area comprises a substantial portion of the literature. Despite the vast number of studies …

Online media is important for society in informing and sha** opinions, hence raising the
question of what drives online news consumption. Here we analyse the causal effect of …

The widespread adoption of digital technologies and online social networks has
revolutionized the way marketers engage with consumers. By deploying various digital …

Direct-to-consumer firms increasingly believe that influencer marketing is an effective option
for seeding. However, the current managerially relevant question for direct-to-consumer …

Purpose The importance of influencer marketing is constantly growing. However, little
empirical research has examined influencers' success requirements. This study aims to fill …

Words are part of almost every marketplace interaction. Online reviews, customer service
calls, press releases, marketing communications, and other interactions create a wealth of …

The aim of this research is to synthesise findings from existing studies on the characteristics
of source credibility of electronic word of mouth (eWOM) communications in a single model …

Marketing scholars increasingly use web scra** and application programming interfaces
(APIs) to collect data from the internet. Yet, despite the widespread use of such web data, the …

Customer online reviews of hotels have significant business value in the e-commerce and
big data era. Online textual reviews have an open-structured form, and the technical side …