We empirically study the motivations of users to contribute content to social media in the
context of the popular microblogging site Twitter. We focus on noncommercial users who do …

Agent-based modeling can illuminate how complex marketing phenomena emerge from
simple decision rules. Marketing phenomena that are too complex for conventional …

We explore how Internet browsing behavior varies between mobile phones and personal
computers. Smaller screen sizes on mobile phones increase the cost to the user of browsing …

Consumer perceptions are important components of brand equity and therefore marketing
strategy. Segmenting these perceptions into attributes such as eco-friendliness, nutrition …

In word-of-mouth seeding programs, customer word of mouth can generate value through
market expansion; in other words, it can gain customers who would not otherwise have …

Purpose This study aims to examine how message strategy influences consumer behavioral
engagement in social media. To this end, the study develops a comprehensive typology of …

Why are certain pieces of online content more viral than others? Companies often create
websites, online ad campaigns, or videos in the hopes that consumers will share them with …

Customer referral reward programs have recently gained popularity as beneficial customer
acquisition tools. This research aims to explore the impact of reward type, specifically with …

Online social networking sites offer a novel setting for the delivery of health promotion
interventions due to their potential to reach a large population and the possibility for two-way …

In recent years, the widespread use of social media has facilitated the propagation of
messages after disasters. Unfortunately, because the veracity of messages is often difficult to …