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Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs
While the literature related to this topic has predominantly focused on investigating the
influence mechanism that social media influencers (SMIs) impose over their followers, less …
influence mechanism that social media influencers (SMIs) impose over their followers, less …
Adoption, satisfaction, trust, and commitment of over-the-top platforms: An integrated approach
This study attempts to understand the factors affecting usage intention, actual use,
satisfaction, perceived trust, and commitment to over-the-top (OTT) platforms. A research …
satisfaction, perceived trust, and commitment to over-the-top (OTT) platforms. A research …
How positive and negative electronic word of mouth (eWOM) affects customers' intention to use social commerce? A dual-stage multi group-SEM and ANN analysis
Advances in Web 2.0 technologies have led to the widespread assimilation of electronic
commerce platforms as an innovative shop** method and an alternative to traditional …
commerce platforms as an innovative shop** method and an alternative to traditional …
[HTML][HTML] Assessing customer passion, commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety
Consumers develop a passion for the use of innovations, which is a critical determinant of
their success. Research has largely examined drivers of initial acceptance of digital …
their success. Research has largely examined drivers of initial acceptance of digital …
[HTML][HTML] Positive and negative word of mouth (WOM) are not necessarily opposites: A reappraisal using the dual factor theory
Prior research has not systematically investigated the enablers and inhibitors in conjunction
to measure consumer behavior toward mobile wallets (m-wallets), focusing either on the …
to measure consumer behavior toward mobile wallets (m-wallets), focusing either on the …
Social media marketing in the digital age: empower consumers to win big?
Purpose This study aims to propose and test a research model outlining the chain effects of
social media marketing activities (SMMA) on brand equity, encompassing the potential …
social media marketing activities (SMMA) on brand equity, encompassing the potential …
[HTML][HTML] Understanding the link between customer feedback metrics and firm performance
Practitioners utilise customer feedback metrics (CFM's) to monitor business performance.
However, the influence of CFM's on firm performance has been ignored. Thus, this paper …
However, the influence of CFM's on firm performance has been ignored. Thus, this paper …
[HTML][HTML] Social networks marketing and consumer purchase behavior: The combination of SEM and unsupervised machine learning approaches
The purpose of this paper is to reveal how social network marketing (SNM) can affect
consumers' purchase behavior (CPB). We used the combination of structural equation …
consumers' purchase behavior (CPB). We used the combination of structural equation …
The formation of habit and word-of-mouth intention of over-the-top platforms
The current study examines how video content on over-the-top (OTT) platforms and the
enjoyment from watching them form habits and word-of-mouth (WOM) intentions. We …
enjoyment from watching them form habits and word-of-mouth (WOM) intentions. We …