As influencer marketing evolves into a dominant force in the marketing landscape, it necessitates a deeper theoretical exploration to understand its strategic implementations and impacts. This article examines the dynamics of influencer marketing within the growing creator economy, emphasizing...

In the wake of digital transformation, marketers gained access to large amounts of user-generated content and data in which consumers specifically mention and discuss brands, products, and services. This data offers rich information potential and may ultimately provide marketers with the ability...

This article addresses the role of user-generated content (UGC) across the different stages of the customer journey and the decision process. Various types of UGC, such as online reviews and social media posts, significantly affect how customers engage with brands and make purchasing decisions....

Digital transformation has re-engineered tourism marketing and how destination branding competes for tourist attention, yet scholarship offers little systematic quantification of these changes. Drawing on 160 peer-reviewed studies published between 1990 and 2025, we combine grounded-theory...

This study analyses how brands' content marketing strategies on social networks influence electronic word of mouth (eWOM), a major predictor of business success that reflects consumer engagement and shapes behaviours such as increased purchase intention, willingness to pay more, reduced...

This article addresses the role of user-generated content (UGC) across the different stages of the customer journey and the decision process. Various types of UGC, such as online reviews and social media posts, significantly affect how customers engage with brands and make purchasing decisions....

In the wake of digital transformation, marketers gained access to large amounts of user-generated content and data in which consumers specifically mention and discuss brands, products, and services. This data offers rich information potential and may ultimately provide marketers with the ability...

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...

The digitalized communication landscape has revolutionized consumer purchasing behavior, with User Generated Content (UGC) playing a central role. UGC significantly influences the customer journey, particularly in the phases of awareness, consideration, and purchase. The use of AI in UGC is...

The digitalized communication landscape has revolutionized consumer purchasing behavior, with User Generated Content (UGC) playing a central role. UGC significantly influences the customer journey, particularly in the phases of awareness, consideration, and purchase. The use of AI in UGC is...

1. Social Media Marketing: Trends and Challenges / Bikramjit Rishi and Subir Bandyopadhyay -- 2. Aspects of Social Media Engagement for Luxury Brands: A Case Study Approach / Ilias Kapareliotis and George Kyparissiadis -- 3. Unleashing the Potential: How Influencers Drive Digital Content...

We review the burgeoning literature on the economics of social media, which has become ubiquitous in the modern economy and fundamentally changed how people interact. We first define social media platforms and isolate the features that distinguish them from traditional media and other digital...

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...

User-generated content (UGC) has increasingly been recognized as a valuable instrument for organizations aiming to evaluate marketing efficacy and develop a nuanced understanding of their target demographics. UGC influences both the positive sentiment towards a brand and the intention to...

This paper studies the determinants of the voluntary provision of user-generated (online) content. Using data from the largest fanfiction website, we find that writers respond differently to new original material: writing times increase for the average writer and even more for the elite of...

Purpose The purpose of this paper is to analyse whether publicly shared images on Instagram are representative of tourist behaviour in a destination. This aspect is crucial for destination image management, as it can influence the way tourists perceive the destination....

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...

We review the burgeoning literature on the economics of social media, which has become ubiquitous in the modern economy and fundamentally changed how people interact. We first define social media platforms and isolate the features that distinguish them from traditional media and other digital...

User-generated content (UGC) has increasingly been recognized as a valuable instrument for organizations aiming to evaluate marketing efficacy and develop a nuanced understanding of their target demographics. UGC influences both the positive sentiment towards a brand and the intention to...

This article explores the alternative system of contractual regulation that permits monetised user-generated content (UGC) in the video game industry. By situating the user in an industry where it is possible to earn millions from "playing games", this article challenges the assumption in...

Gender stereotypes pose an important hurdle on the way to gender equality. It is difficult to quantify the problem, though, as stereotypical beliefs are often subconscious or not openly expressed. User-generated content (UGC) opens up novel opportunities to overcome such challenges, as the...

Kundenzufriedenheit ist eines der wichtigsten Konstrukte im Marketing und ein relevanter Einflussfaktor auf den Unternehmenserfolg (vgl. Otto et al. 2020; Fornell et al. 2006; Anderson et al. 2004). Die Marketingpraxis erfordert deshalb ein tiefes Verständnis der Einflussfaktoren der...

Technology, digital advances, and social media are increasingly used to facilitate and influence online consumer purchasing behavior. Growth at the intersection of e-commerce, social networking usage, and functionality has given rise to the social commerce phenomenon. Social commerce sites allow...

Our study explores the differences in necessary and sufficient conditions for producing (dis)satisfactory guest experiences between Airbnb and hotels, intending to develop competitive strategies for the hospitality industry. Using advanced Natural Language Processing techniques, we analysed...

Kundenzufriedenheit ist eines der wichtigsten Konstrukte im Marketing und ein relevanter Einflussfaktor auf den Unternehmenserfolg (vgl. Otto et al. 2020; Fornell et al. 2006; Anderson et al. 2004). Die Marketingpraxis erfordert deshalb ein tiefes Verständnis der Einflussfaktoren der...

Technology, digital advances, and social media are increasingly used to facilitate and influence online consumer purchasing behavior. Growth at the intersection of e-commerce, social networking usage, and functionality has given rise to the social commerce phenomenon. Social commerce sites allow...

This article explores the alternative system of contractual regulation that permits monetised user-generated content (UGC) in the video game industry. By situating the user in an industry where it is possible to earn millions from "playing games", this article challenges the assumption in...

Gender stereotypes pose an important hurdle on the way to gender equality. It is difficult to quantify the problem, though, as stereotypical beliefs are often subconscious or not openly expressed. User-generated content (UGC) opens up novel opportunities to overcome such challenges, as the...

Our study explores the differences in necessary and sufficient conditions for producing (dis)satisfactory guest experiences between Airbnb and hotels, intending to develop competitive strategies for the hospitality industry. Using advanced Natural Language Processing techniques, we analysed...