Digital content marketing that increases consumers' favorable behavior is of increasing
interest to marketers. However, there is a lack of studies that examine the relative effect of …

Technology has become the driving force for both economic and social change. However,
the recruitment of volunteers into the projects of non-profit-making organizations (NGO) does …

We examined the impact of firm-generated content on firm-related user-generated content.
Researches have proven that firm-related user-generated content impacts firm revenue …

ABSTRACT User-Generated Content (UGC) has overshadowed other marketing trends and
is a version of social proof. Current customer showcases their real-life experience and …

This research determines the impact of content marketing (user-generated content (UGC)
and firm-generated content (FGC)) on the consumer buying process for telecommunication …

This comprehensive meta-analysis investigates the significant factors influencing consumer
decision-making in e-commerce. Predominantly focusing on the parameters of trust …

Purpose: Empirical research suggests a high impact of e-WOM on the user's attitude leading
to their behavioral intention. This research paper is a novel attempt to understand the impact …

Due to the increasing usage of digital marketing to advertise to consumers in recent years,
there has been a growing interest in determining which digital marketing channels are the …

This research delves into the factors influencing use intentions on knowledge-sharing
platforms, leveraging the theory of ecology of communication. The study constructs a model …

Commencing as a photo-sharing platform, Instagram has since become multifaceted,
accommodating diverse art forms, with poetry emerging as a prominent one. However, the …