The decision‐making process in viral marketing—A review and suggestions for further research
Viral marketing is used to widely distribute content. To achieve this goal, the basic decision‐
making process from content reception to interaction must be clarified. This paper examines …
making process from content reception to interaction must be clarified. This paper examines …
Social media, customer engagement and advocacy: An empirical investigation using Twitter data for quick service restaurants
Purpose The purpose of this study is to examine how social media facilitates the process of
customer engagement in quick service restaurants (QSRs). Customers characterized as …
customer engagement in quick service restaurants (QSRs). Customers characterized as …
Social media
This chapter reviews the current and the prospective research on social media, which refers
to a group of Internet-based applications that build on the ideological and technological …
to a group of Internet-based applications that build on the ideological and technological …
A study of the effects of programmatic advertising on users' concerns about privacy overtime
This research work has two objectives. On the one hand, to analyze the influence that
Perceived Usefulness of Programmatic Advertising (PA) has on the user's Concern about …
Perceived Usefulness of Programmatic Advertising (PA) has on the user's Concern about …
A glimpse on big data analytics in the framework of marketing strategies
Mining and analyzing the valuable knowledge hidden behind the amount of data available
in social media is becoming a fundamental prerequisite for any effective and successful …
in social media is becoming a fundamental prerequisite for any effective and successful …
Modeling consumer engagement on social networking sites: Roles of attitudinal and motivational factors
This paper reports on a study that seeks to assess an extended typology of consumer social
networking engagement behaviors. Drawing on uses and gratifications theory, this study …
networking engagement behaviors. Drawing on uses and gratifications theory, this study …
A social networks approach to viral advertising: The role of primary, contextual, and low influencers
The diffusion of social networking platforms ushered in a new age of peer-to-peer distributed
online advertising content, widely referred to as viral advertising. The current study proposes …
online advertising content, widely referred to as viral advertising. The current study proposes …
No trespassing: Exploring privacy boundaries in personalized advertisement and its effects on ad attitude and purchase intentions on social media
YQ Zhu, K Kanjanamekanant - Information & Management, 2021 - Elsevier
Abstract Based on the Communication Privacy Management theory, we examined how two
boundary conditions (information boundary and social boundary) and two relationship …
boundary conditions (information boundary and social boundary) and two relationship …
Excessive use of social networking sites and financial well-being among working millennials: a parallel-serial mediation model
Purpose This study aimed to investigate the mediating role of financial attitude and
perceived behavioral control with financial behavior in the association between excessive …
perceived behavioral control with financial behavior in the association between excessive …
The interplay between brand relationship norms and ease of sharing on electronic word-of-mouth and willingness to pay
This research develops a conceptual framework that delineates the interplay between brand
relationship norms and ease of sharing on electronic word-of-mouth (eWOM) and …
relationship norms and ease of sharing on electronic word-of-mouth (eWOM) and …