Luxury, historically an exclusive, rare and elitist phenomenon, is changing. This is
predominantly driven by technological developments, particularly social media, and the …

Consumers often rely on electronic word‐of‐mouth (eWOM) interaction as a source of
information about brands. It helps them in making decisions about their purchases. This …

The use of the internet and social media have changed consumer behavior and the ways in
which companies conduct their business. Social and digital marketing offers significant …

It has become a marketing trend for marketers to use influencers to advertise and sell
products because influencers can affect the attitudes and decision-making of other social …

This study investigated whether social networking site (SNS) marketing activities are helpful
in improving sales in traditional markets. For this purpose, we applied customer equity …

There is a general lack of clarity regarding measurement of the self-brand congruity
construct, which also calls for cross-national validation. Although previous evidence …

Facebook presents an excellent opportunity and flexible way for firms to improve their
interactions with new and potential customers, business contacts, and grow their …

Social media has a tremendous impact on the way people interact and exchange
information. Social media provides a place for anyone to express themselves, showing likes …

Prior research on online consumer reviews (OCRs) has focused more on the volume and
valence of all OCRs as a whole and less on their individual contents. This paper investigates …

As social platforms experience an influx of diverse content from users, the need to determine
high-quality contributions becomes crucial, especially for educational purposes. This paper …