The objectives of this article are threefold. First, it provides an overview of the past published
social media research focusing on different aspects of the viral communication, variously …

Scholars and industry stakeholders have exhibited an interest in identifying the underlying
dimensions of viral memes. However, the recipe for creating a viral meme remains obscure …

Viral marketing is used to widely distribute content. To achieve this goal, the basic decision‐
making process from content reception to interaction must be clarified. This paper examines …

Social media websites have created valuable opportunities for electronic word of mouth
(eWOM) conversations. People are now able to discuss products and services of brands …

Innovative marketers can now leverage augmented reality to craft immersive brand
experiences, create more interactive advertising, and enable consumers to experience …

Leveraging social media influencers allows companies to provide information on their
products in a more social and interactive way. Yet, scholarly research on the implications of …

With their exceptional interactive and communicative capabilities, Online Social Networks
(OSNs) allow destinations and companies to heighten their brand awareness. Many tourist …

Helpfulness of online reviews is a multi-faceted concept that can be driven by several types
of factors. This study was designed to extend existing research on online review helpfulness …

In the last few years, many service organisations have been exploring the use of Generative
Artificial Intelligence (GAI) tools for their businesses and upgrading their existing processes …

The emergence of Internet-based social media has made it possible for one person to
communicate with hundreds or even thousands of other people about products and the …