Social interactions can trigger emotional contagion between individuals resulting in
behavioral synchrony. Emotional contagion can be a very effective and attractive strategy in …

Despite increased research into electronic word of mouth (eWOM) in the hospitality sector,
the role of emotion in consumers' eWOM behavior remains underexplored. Highlighting …

Brands regularly attempt to stimulate consumer engagement by posting messages on social
media platforms (eg, Facebook), but their messages are often ignored. How can managers …

Electronic word-of-mouth (e-WOM) plays an important role in influencing Chinese
consumers' brand perceptions. While domestic social media managers are keen to …

Purpose This paper aims to the literature on negative consumer-brand relationships by
advancing knowledge on the key triggers of brand hate of global and prominent brands. It …

In recent times brands have experienced consumer backlash in the form of brand hate due
to perceived unacceptable behaviors. The failure of brands to meet customers' expectations …

Marketers increasingly integrate social commerce into their business activities and
encourage users to share brand-related content. The present research investigates the role …

Purpose A phenomenon that has revolutionized society is the technological millennial
approach to communication. Social media has matured into a prime channel for regular …

Digital technologies have enriched various consumer shop** patterns across multiple
contexts and channels. Smartphones, as the most daily dependent device, have altered and …

Negative online reviews can significantly hurt future sales. After impulsive decisions,
consumers may feel regret and write negative online reviews. Two studies are conducted to …