Purpose – Consumers are increasingly connected to each other through electronic devices. Consequently, the potential for online retailer (hereafter, e‐tailer) initiated communications delivered through electronic media to inspire viral‐like e‐WOM processes among consumers is also...

This study was simultaneously grounded in the art infusion effect and the premise that consumers often venerate traditional art. The three experiments driving this study were contextualized inside retail promotional settings and examined successive outcomes associated with the following...