People often share opinions and information with their social ties, and word of mouth has an
important impact on consumer behavior. But what drives interpersonal communication and …

Opportunities to persuade and be persuaded are ubiquitous. What determines whether
influence spreads and takes hold? This review provides an overview of evidence for the …

With the growth of Internet technologies more and more consumers are using it as a tool for
information seeking about a product or a company. Enhancement of the Internet, popularity …

This is the first article to describe how broadening of the term netnography in qualitative
research is leading to misperceptions and missed opportunities. The once accepted need …

The extended self was proposed in 1988. Since it was formulated, many technological
changes have dramatically affected the way we consume, present ourselves, and …

Using Goffman's notions of self-presentation and gender displays, the following study
examines the Instagram feeds of 27 professional athletes to determine how athletes are …

There is a contradiction at the heart of digital media. We use commercial platforms to
express our identity, to build community and to engage politically. At the same time, our …

This study investigates the effect of viewer engagement on gifting items to a streamer in a
live video streaming. Data were collected from AfreecaTV, a leading live video streaming …

Social media websites such as Facebook, YouTube and Twitter provide unlimited means for
internet users to interact, express, share and create content about anything, including …

A novel function of live streaming is that viewers can send paid gifts to broadcasters. In
addition, viewers can engage with broadcasters by sending danmaku, a type of comment …