Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose among social networking sites as an act of brand...

This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts...

Peer influence through word-of-mouth (WOM) plays an important role in many information systems but identification of causal effects is challenging. We identify causal WOM effects in the empirical setting of game adoption in a social network for gamers by exploiting differences in individuals’...

The digital environment, which includes the Internet and social networks, is propitious for digital marketing. However, the collection, filtering and analysis of the enormous, constant flow of information on social networks is a major challenge for both academics and practitioners. The aim of...

As the growing global influence of Korean Pop-Culture (commonly referred to as Korea Wave or Hallyu) draws the attention of scholars and media practitioners, it seems appropriate to investigate from a wide spectrum of perspectives (including cultural, communication, and purchase decision...

The core purpose of this study is to determine the impact of electronics marketing (word of mouth), perceived value, and social networking on customer buying behaviour through customer trust in the context of cosmetic industry of Jordan. To accomplish the main research objective, the study has...

Background: Companies often measure their customers' recommendation intention using the loyalty index based on the idea that a customer who has high loyalty and is committed to a brand has the confidence to recommend it to others. The psychological barrier is higher for recommendation intention,...

The main aim of this work is to analyze Premium Private Labels (PPL) in the food sector. To do so, we have obtained data from both on-line and off-line channels, analyzing social networks, specifically Twitter, and from carrying out personal surveys of customers in the sales point to check their...

We quantify the effects of others' adoptions and word-of-mouth (volume and valence) on consumers' product adoption decisions. We differentiate between the effects of word-of-mouth and observed adoptions from friends ("personal network") and the effects of word-of-mouth and observed adoptions...

This paper estimates a dynamic model of user behavior in a social network site using unique data on the daily login activity of a sample of members of MySpace.com. We view a social network as a stock of capital that yields a flow of utilities over time by creating interactions between the site...