Word-of-mouth, referral, or viral marketing is a highly sought-after way of advertising. We undertake a field experiment that compares incentive mechanisms for encouraging social media shares to support a given cause. Our experiment takes place on a website set up to promote a fundraising drive...

Purpose - The purpose of this study is to single out the key variables in the sport sponsorship relationship, and more specifically to examine the impact of Team Achievement, Sponsor Recognition and Sponsor Altruism on two major behavioural outcomes, fans' purchase intention and word of mouth...

Background - Due to the rapid growth of the Internet and use of e-commerce in recent years, viral marketing has drawn the attention of manufacturing and service organizations. However, no research has been conducted to examine the impact of message appeal and message source credibility on...

During the last few decades, the role of the service sector in the overall economic activities has become more significant in many countries, particularly the most developed ones. This has provoked increased scholars' interest so they have begun researching many service markets more extensively....

The purpose of this study, which drew upon an implementation model of information technology to apply a systematic strategy for services innovations in Taiwan's retailing industry. The two major differences between the business model before and after importing an information system were as...

Machine generated contents note: Introduction Notes Everything Has Changed and Nothing is Different The Hierarchy of Buying A Word on Experts Trust Gap ROD. Return on Donuts Restaurant That Didn't Get It Cold Calling Aiming Your Company at the Bottom of the Barrel The Better Bottom of the Barrel...