In this study, we explored the interactive relationship between social media online word-of-mouth and offline word-of-mouth and its impact on consumers’ decision process for purchasing remanufactured products in China. This study adopted an exp...
Drawing on social identity theory, this study aims to examine the impact of antecedents of eWOM on the online purchase intention (OPI) of fashion-related products. In addition, social media usage moderates the relationship between eWOM and OPI. A str...
Social media posts, and memes in particular, offer important opportunities for social media users and organizations to disseminate information about climate change. However, as this topic remains controversial, memes often elicit comments that may op...
Social media fitness influencers are driving the maturation of online fitness, which is especially significant in the current era of globally decreasing levels of physical activity. However, there is a paucity of research on online fitness videos, an...
Fitness apparel companies target consumers with easy access to social media (e.g., Facebook, Instagram, and Pinterest). However, fitness apparel companies have struggled to incorporate social interactivity into their marketing strategies due to a lac...
17 October 2024
As social media has risen, virtual social media influencers have become a significant tool in modern marketing, utilizing computer-generated images (CGI), machine learning algorithms, and artificial intelligence technologies to connect with consumers...
During the COVID-19 pandemic, the tourism sector encountered multiple challenges. Numerous governments chose to lock down their cities and countries. Despite this, many companies found their online businesses making the greatest leaps in their portfo...
Nowadays, numerous companies present themselves on social networking sites (SNSs) by establishing brand communities to maintain continuous interaction with existing and potential customers to influence their brand choices, promote the products and se...
2 February 2026
In the context of increasingly pressing environmental challenges, promoting green consumption through effective marketing of green products has become a critical focus for corporate operations. In this study, we seek to establish a theoretical framew...
The study focuses on the canvas of online information transmission that has expanded exponentially. Especially due to social media networks, consumers have been exposed to significant amounts of disinformation, misinformation and actual information....
The negative impact of brand negative online word-of-mouth (OWOM) on social images in social media is far greater than the promotion of positive OWOM. Thus, how to optimize brand image by improving the positive OWOM effect and slowing the negative OW...
The purpose of this study was to examine how electronic word-of-mouth (eWOM) communication of Facebook is influenced by social exchanges, social capital, and service quality dimensions. The online survey was conducted with a pre-tested and self-admin...
23 October 2020
Electronic word-of-mouth (eWOM) is reckoned to be one of the underlying factors that augments online retailing. The information adoption protocols have been revamped due to the extensive online information; consequently, adding a significant influenc...
Considering the expanding e-commerce in the social media landscape and the increasing importance of brand management in the online sphere, our primary goal was to comprehensively review existing research on consumer-based brand equity in digital bran...
Recently, a number of cultural institutions such as museums, galleries, art auctions, events, and performance centers have been utilizing social network sites (SNS) for promoting and marketing their culture, art content, and events. The online social...
Word-of-mouth (WOM) can be considered one form of public opinion, reflecting consumers’ views towards product or service quality. With the development of social media, WOM holds influence over investors and subsequently impacts the stock prices...
COVID-19 caused a major shift in consumer behavior online at companies that focused on offering products to a traditional and more diverse (LGBTTTQI+) market. For this reason, an online survey was carried out through the digital platforms Facebook an...
Online word-of-mouth (eWOM) disseminated on social media contains a considerable amount of important information that can predict sales. However, the accuracy of sales prediction models using big data on eWOM is still unsatisfactory. We argue that eW...
In recent years, mobile phones and access points to free Wi-Fi services have been enhanced, which has made it easier for travellers to share their stories, pictures, and video clips online during a trip. At the same time, online travel review (OTR) w...
10 March 2025
Internet platforms and self-media have become vital online communities for promoting positive reputations for hotels. Previous studies have primarily focused on enhancing positive electronic word-of-mouth (eWOM) through improvements in hotel infrastr...
Today, social network services (SNS) advertising is frequently utilized by enterprises to communicate with consumers as it provides the best marketing effect using low-cost media. Since the value of SNS is increasing, managers need to look for more e...
This study explores how the green marketing mix affects customer green brand trust, customer green buying behavior, and electronic word-of-mouth (eWOM). A total of 990 fast-food customers participated in this study. Structural equation modelling (SEM...
1 January 2019
With the rapid growth of e-commerce and social media, customers post online reviews on various online shopping websites and social media after their consumption experience, which generated the electronic word of mouth effect. In the online-to-offline...
The production and consumption of green food products have become hot topics in marketing. Companies are implementing marketing strategies such as green perceived value, green trust, and green satisfaction to guarantee green word of mouth. An online...
This study used customers’ experiences to assess the role of social media marketing (SMM) efforts in increasing online customer-based loyalty in the banking sector in Jordan, and using the two main components of the TAM model, perceived the eas...
In the contemporary digital marketing context, this study aimed to investigate the influence of firm-generated content and social media advertising on fast-food consumption patterns among the adult population. Utilizing a questionnaire distributed to...
Nowadays, an increasing number of consumers are demanding more information and more direct contact with food producers in order to avoid the various intermediaries in the supply chain, thus improving food traceability and price transfer. This has led...
This study explored how social media is used as a destination marketing tool for the sustainability of heritage festival quality in Nigeria, drawing on the theory of planned behavior. The festival, which is an exploration of heritage, was specificall...
27 December 2021
This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service c...
In this paper, we study the relationship between electronic word of mouth (e-WOM), brand perceptions, and consumer purchase intentions in the Saudi hospitality market via an extensive questionnaire design using a five-point Likert scale. A total of 4...
This research examines the overall performance achievement of social media marketing (SMM) in Bangladesh by determining whether social media is successful in creating brand consciousness (i.e., brand preference, brand attachment, brand association, a...
In recent years, electronic word-of-mouth (eWOM) has greatly impacted the hotel industry, as social media and online review platforms have given customers many opportunities to share their personal experiences with other individuals. Hence, this stud...
The motion picture industry is subject to extensive business and management research conducted on a wide range of topics. Due to high research productivity, it is challenging to keep track of the abundance of publications. Against this background, we...
16 January 2022
South Asia has seen a digital revolution in recent years. The number of persons who use the internet has risen drastically. They use it for shopping, social media and online sales. However, there exists a literature gap as far as the effect of outbou...
The rapid growth of the internet and social media has made electronic word of mouth (eWOM) a key element of modern marketing. In the hospitality industry, nowadays, effective eWOM management is essential for developing impactful strategies and foster...
4 August 2022
In this contemporary world, electronic word of mouth (eWOM) platforms (or media) have become a prerequisite information source for online surfers, especially when planning excursions. However, tourists refer to the reviews of these platforms based on...
This paper presents a comparative analysis of the tools provided by the internet (social networks, websites, etc.) and traditional media (television, newspapers, word of mouth, etc.) in terms of their impact on the promotion of a tourism resource in...
The COVID-19 pandemic has forced many brands to stop using cosmetic testers to avoid the risk of spreading the infection, jeopardising the future of cosmetic testing. Consequently, consumers must find alternative methods to conduct their information...
The purpose of this study was to investigate nutrition perspectives, basic nutrition knowledge, and preferred sources of nutrition information among students at a southwestern university in the US. An original online survey was used to evaluate commo...
In recent years, the growing number of Online Travel Review (OTR) platforms and advances in social media and search engine technologies have led to a new way of accessing information for tourists, placing projected Tourist Destination Image (TDI) and...
Bodybuilding is a sport where coaches commonly recommend a variety of nutrition and exercise protocols, supplements, and, sometimes, performance-enhancing drugs (PEDs). The present study sought to gain an understanding of the common decisions and rat...