To evaluate how occurring critical incidents change customer perceptions of brand personality, this study measures the impact on the basis of an online experiment. For this purpose, 1,132 usable responses are gathered considering the smartphone brands of Apple and Nokia as well as different...

We quantify the prevalence of undisclosed influencer posts on Twitter across a large set of brands based on a unique data set of over 100 million posts. We develop a novel method to detect undisclosed influencer posts and find that 96% of influencer posts are not disclosed as such. Despite...

The increasing importance of online distribution channels is paralleled by a rising interest in gaining insights into the customer journey and browsing behavior. We evaluate several machine learning methods (latent Dirichlet allocation, correlated topic model, structural topic model, replicated...

This study examines how social identity affects the generation of electronic word-of-mouth (eWOM). We develop a structural equation model (SEM) comprising self-enhancement, social capital, and social presence as explanatory variables of social identity. We propose that, through these variables,...

The delisting of brands is frequently used by retailers to strengthen their negotiating position with the manufacturers and suppliers of their product assortment. However, retailers and manufacturers have to consider the risk of potential reactions when customers are faced with a reduced or...

Discovering the preferences and the behaviour of consumers is a key challenge in marketing. Information about such topics can be gathered through surveys in which the respondents must assign a score to a number of items. In this article we suggest a strategy to analyze such data and achieve this...

The phenomenon of internet influencers is among the most discussed issues in marketing to children. The amount of time children spend on the internet increases every year, which increases the risk of becoming the target of influencer marketing. Studying the impact of influencers on children is...

Nowadays we are faced with a growing number of people using social media. The most popular of these are YouTube and Instagram. Their users are exposed to the content generated by influencers - social media creators with loyal audiences. The aim of this paper is to investigate the impact that...

Purpose: The present paper investigates the effect of the navigation design (static or dynamic) in e-commerce. Specifically, a comparison is made of consumers from two cultures: the Dutch and the Greek. Methods: A total of 221 Dutch and Greek subjects participated in an experimental survey,...