This study offers a thorough examination of viral marketing research during the last two decades to uncover the changing nature of the field. Bibliometric analysis methods are used to analyze 791 peer-reviewed articles written by 1,820 authors and indexed in Scopus and Web of Science (WoS). The...

Because the Chinese movie market is regarded as the second-largest market worldwide, with digital advertising accounting for more than 50 % of a film's total expenditure, exploring the marketing effects of social platforms on box office performance in China is crucial for Hollywood studios. In...

Purpose The purposes of the present study were to analyse: (1) if there is a hierarchical relationship between cognitive dimension (attention) and emotional dimension (enthusiasm); (2) to what extent the cognitive and emotional dimensions of the customer engagement (CE) affect loyalty to...

Purpose Few studies have explained how and when consumers are willing to engage in online brand-related activities (COBRAs). This study examines the role of brand love in a consumer's decision to engage in online brand-related activities, considering the mediating effect of attitudinal brand...

User-generated content continues to shape global tourism trends, yet Africa's growing tourism sector has received limited attention. This study addresses this gap by investigating tourist sentiments and satisfaction across ten African destinations from 2018 to 2023. Employing a mixed method...

Limited research exists on the types of responses to online reviews that effectively meet the expectations of potential hotel guests, and whether their satisfaction with these responses leads to improved perceived service quality and intent to stay. This study examines the Vietnamese Mekong...

This study seeks to investigate the influence of user-generated content (UGC) on tourist visit intentions. This study also aims to explore the mediating role of destination imagery in the relationship between UGC and tourist visit intentions. The findings show that UGC has a significant positive...

An innovation (e.g., new product or idea) spreads like a virus, transmitted by those who have previously adopted it. Agents update their beliefs about innovation quality based on private signals and when they hear about the innovation. We characterize equilibrium adoption dynamics and the...

Influencers need to balance their tolerance for negative and even insulting comments with followers' expectation of being approachable. When they decide to disable their comment section, they effectively prevent cyberbullying but also cut off consumers' highly valued method of voice expression....

This study investigates whether brand betrayal, caused primarily by deceptive brand communication, incites brand hate among consumers. We performed PLS-based structural equation modeling, using SmartPLS on a dataset comprising 450 respondents selected through Mall Intercept sampling to...

This is the seventh edition of the Annual Review of online jihadist propaganda that has been produced by the European Union's Internet Referral Unit (EU IRU) at Europol. The Review covers the period from 1 January to 31 December 2023 and presents an analysis of the major trends and developments...

Guerrilla marketing in public transport is distinguished by the fact that it usually avoids traditional advertising methods such as television commercials or newspaper ads. Guerrilla campaigns in public transport focus on creative tactics to surprise the public and generate buzz about the brand....

Purpose: This study examines how brand experience affects eWOM by considering brand love and brand loyalty as mediators in consumer electronic sector. Design/methodology/approach: A data survey was conducted in Ho Chi Minh City, Vietnam, with 350 eligible respondents via Google Forms. The...

This study documents the existence and prevalence of the “review updating” phenomenon, where consumers change the ratings and content of their existing reviews, and examines its implications for platforms and businesses. Using both primary and secondary data, a dataset comprising 3 million...

This research aims to investigate the impact of characteristics of electronic word-of-mouth (eWOM), including Information Quality, Information Credibility, Information Quantity; and consumer behavior, including Needs of Information, and Attitudes towards Information, on the online purchase...

Purpose: This study aimed to determine the effect of information-seeking, knowledge, purchasing behavior, and word-of-mouth on complaint behavior. Design/methodology/approach: This study was conducted in rural and urban areas of 28 provinces in Indonesia. The respondents in this study are...

Purpose: This study aims to investigate the antecedents of the customer's perceived value, including multi-channel integration and brand equity, and the impact of the perceived value on word-of-mouth. Design/methodology/approach: A quantitative approach by PLS-SEM was used in the research. This...

Uzungöl is a popular natural route and a major tourist attraction in Turkey, but recently overtourism has become a major problem. With the increase in the number of visitors, rapid construction, concreting and various forms of pollution have had a negative impact on the destination of Uzungöl...

This paper presents a bi-level game model for pricing in a supply chain where the manufacturer (He) is the leader, and the retailer (She) is the follower. The leader decides on the wholesale price, and the follower decides on the selling price and selects seed nodes. The main idea of the model...