Social media are increasingly becoming a valuable tool for Business-to-Business (B2B)
organizations. However, social media research in B2B lacks a comprehensive overview …

The main aim of this paper was to investigate the effect of four features of social media
marketing on the purchase decision of consumers in the fast-food industry. It also aimed to …

Electronic word of mouth (eWOM) has evolved dramatically in the past 20 years, and is
substantially sha** modern consumer behaviors and altering marketing management …

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 …

Abstract Introduction Food delivery applications (FDAs) have altered the way customers
order and consume food. This was compounded by the COVID-19 pandemic, which …

Our paper explores how individual customers' promoter scores are linked to their electronic
word-of-mouth (e-WOM) behaviour under different cultural contexts. We conducted two …

This study explores the dynamics of influencer marketing in the B2B sector by drawing on
employee advocacy, customer reference marketing and organisational endorsement …

Nowadays, online word-of-mouth has an increasing impact on people's views and
decisions, which has attracted many people's attention. The classification and sentiment …

Purpose This study aims to advance the understanding of digital marketing capability by
conducting a comprehensive, systematic review of relevant literature at the firm level …

Big social data and user-generated content have emerged as important sources of timely
and rich knowledge to detect customers' behavioral patterns. Revealing customer …