Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation
Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable
effects on the company bottom line, yet it remains an over-labeled and under-theorized …
effects on the company bottom line, yet it remains an over-labeled and under-theorized …
Perceived usefulness of online customer reviews: A review mining approach using machine learning & exploratory data analysis
Online customer reviews, considered as electronic word of mouth, have become very useful
in the era of e-commerce as they facilitate future purchase decisions. The present study …
in the era of e-commerce as they facilitate future purchase decisions. The present study …
Online influencer marketing
Online influencer marketing (OIM) has become an integral component of brands' marketing
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …
Social media engagement behavior: A framework for engaging customers through social media content
Purpose Organizations are investing heavily in social media yet have little understanding of
the effects of social media content on user engagement. This study aims to determine the …
the effects of social media content on user engagement. This study aims to determine the …
Measuring consumers' engagement with brand-related social-media content: Development and validation of a scale that identifies levels of social-media engagement …
The purpose of the current study was to develop a scale to measure the consumer's
engagement with brand-related social-media content, based on three dimensions …
engagement with brand-related social-media content, based on three dimensions …
The role of customer engagement behavior in value co-creation: A service system perspective
Recent developments in marketing and service research highlight the blurring of boundaries
between firms and customers. The concept of customer engagement (CE) aggregates the …
between firms and customers. The concept of customer engagement (CE) aggregates the …
Exploring social media engagement behaviors in the context of luxury brands
Content analysis of in-person interviews with luxury shoppers in Paris identified 11 discrete
social media engagement behaviors. Findings indicate that consumer engagement …
social media engagement behaviors. Findings indicate that consumer engagement …
Brand communication through digital influencers: Leveraging blogger engagement
The growing power of bloggers to influence their connected network has emerged as a new
communication venue for brands. This study elaborates upon the role of bloggers in brand …
communication venue for brands. This study elaborates upon the role of bloggers in brand …
Following celebrities' tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers' source credibility perception, buying intention, and …
Two experiments examined the impact of Twitter followers, electronic word-of-mouth (eWoM)
valence, and celebrity type (prosocial versus antisocial) on consumer behavior in Twitter …
valence, and celebrity type (prosocial versus antisocial) on consumer behavior in Twitter …
The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook
Purpose–The purpose of this article is to analyze how social media activities, in specifically
the Facebook page of a car manufacturer, and user interactions with these brand related …
the Facebook page of a car manufacturer, and user interactions with these brand related …