Companies have attracted viral advertisements in recent years, yet little is known how exactly it works from a consumer behavior point of view. This study contributes to how emotional triggers (e.g. positive emotion, negative emotion, tone) of YouTube viral videos affect attitudes e.g. like,...

Customer engagement is vital in creating great customer experience that builds loyalty and long-term relationships with the firms. This paper provides the integrative framework of customer engagement with the 7P’s of marketing. The present study provides insights on various factors that are...

The advent of the internet brings many advantages, where technology can be enjoyed by almost all communities without any limitations and difficulties. The growth of the internet to accomplish by the increasing number of users of social media and social media business. One of them is Instagram...

This study aims to examine 1. The effect of advertising on buying interest, 2. The effect of word of mouth on buying interest, 3. The effect of website quality on buying interest, 4. The effect of risk perception on buying interest, 5. The effect of advertising, word of mouth, website quality,...

This paper studied 1942 products from Amazon.com to examine how online review sentiment affects sales. The findings show that controlling for the volume of online reviews, the online review sentiment does affect sales. Additionally, product price serves as a moderator for this impact; however,...

In this paper, we examine online and offline WOM communication channels in terms of their effectiveness. We explore the factors that make offline WOM more influential than online WOM. Furthermore, we explore how personal characteristics, culture and product categories and features influence...

The advancement of IT has made it easy to communicate the online review information of a product and its previous sales volume information, both of which affect consumer purchase. How should firms react to the coexistence of these two types of information? Should the firms reduce their prices...

Organizations continually seek new ways to achieve competitive advantage and word of mouth (WOM) trough Social Network Sites (SNS) such as Facebook, represents such an opportunity because it has a powerful influence on consumers' attitudes and behaviors. However, prior research on motivations...

The use of testimonials from existing customers has always been an important technique in traditional marketing communications. However, it is not clear whether attempts by firms to promote customer testimonials in social media will be equally effective. First, often the reach of a firm on...

Online shopping websites typically classify customers into different membership tiers in their customer relationship management systems. This study investigates the effects of membership tiers on user content generation behavior in the context of an electronic commerce marketplace that has a...