The rise and spread of the Internet has led to the emergence of a new form of word of mouth
(WOM): electronic word of mouth (eWOM), considered one of the most influential informal …

The Internet has changed social communications and social behaviour and led to the
development of new forms of communication channels and platforms, providing …

Endorsers are highly effective in promoting customer–brand engagement. New endorsers
are emerging owing to the digital explosion. Who promotes brands better-mega or macro …

This study investigates the relationship between information characteristics and consumers'
behaviours in regards to electronic word of mouth, such as information quality, information …

Brand identity helps customers to identify, as well as distinguish alternative competitive
brands. If there is a consistent marketing strategy and consistent messaging, brand identity …

Purpose The purpose of this paper is to contribute to the marketing literature regarding
Islamic countries, in particular the United Arab Emirates (UAE), by assessing the impact of …

With so many trends generated on TikTok, there is an interesting phenomenon that is
happening. It's called" Keracunan TikTok" or" Poisoned by TikTok", where audiences make …

This research proposes a conceptual model based on the stimulus-organism-response (S–
OR) theoretical framework which links perceived website/app quality and image (stimuli) to …

Unlike general e-business, e-commerce livestreaming innovatively enables anchors to use
instant social functions to communicate with viewers and present products in more vivid …

Negative user-generated content provides cues that warn other consumers to avoid using a
particular product or service. This study explores whether brand feedback can counteract …