In today's competitive environment, the marketing is an imperative tool for the survival and sustainable growth of any business or product. The objective of the undertaken research is to investigate the guerrilla marketing techniques for small and medium enterprises (SMEs), and their impact on...

In times of increased political polarization, the continuing existence of a deliberative arena where people with antagonistic views may engage with each other in non-violent ways is critical for democracy to live on. Social media are usually not conceived as such arenas. On the contrary, there...

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...

Does online fundraising increase charitable giving? Using the Facebook advertising tool, we implemented a natural field experiment across Germany, randomly assigning almost 8,000 postal codes to Save the Children fundraising videos or to a pure control. We studied changes in the volume and...

In times of increased political polarization, the continuing existence of a deliberative arena where people with antagonistic views may engage with each other in non-violent ways is critical for democracy to live on. Social media are usually not conceived as such arenas. On the contrary, there...

Examining and analyzing the determinants facilitating consumers' intention to buy via mobile commerce platforms have untapped potential when it comes to advertisement potential and perceived advertising value. Therefore, this paper examines various aspects of the advertisements on mobile...

Feminist tradition reveals with particular clarity how the online economy has contrived to be both apparently open and persistently unaccountable. Diverse feminist critiques amount to an overlapping insistence that the systems that organize our technology should be governable by the people who...

There has been much concern that social media, in particular YouTube, may facilitate radicalisation and polarisation of online audiences. This systematic review aimed to determine whether the YouTube recommender system facilitates pathways to problematic content such as extremist or radicalising...

Smart cities are increasingly keen to establish a fruitful conversation with their citizens, to better capture their needs, and create virtual platforms for stimulating co-creation processes between government and users, with the final objective of increasing the quality of life and well-being....

Due to the COVID-19 outbreak globally during 2020, the usage and virtues of food delivery apps (FDA) have increased immensely, facilitating the consumer to access the food and food providers to keep functioning. However, this study aims to investigate the enablers of online consumer engagement...

In the service sector, such as tourism and hospitality, a traveler often tries to find information about their destination digitally, comparing it to alternatives available to have the best option. This demand businesses that are in the tourism and hospitality sector to advertise their...

Social media rumors not only affect the health of online social networks, but also reduce the quality of information accessed by its users. In the case of emergencies, the rapid spread of rumors often triggers mass anxiety and panic. This study integrates the planned behavior (TPB) and...

Disadvantaged or minority customers are always vulnerable to discriminatory treatment by service employees. Discrimination against minority customers has become a frequent headline in the news. The main objective of this research is to construct a model that explains the relationship between...

The present study intends to unwrap the influence of social media electronic word of mouth (eWOM) on revisit intention post-COVID-19 applying the theory of planned behavior (TPB). Two additional constructs, viz., eWOM and destination image, have been undertaken in the present study to enhance...

In this contemporary world, electronic word of mouth (eWOM) platforms (or media) have become a prerequisite information source for online surfers, especially when planning excursions. However, tourists refer to the reviews of these platforms based on utilitarian and hedonic aspects. The...

The current study aims to validate and apply an instrument to assess the relationship between institutional support, technological literacy, and self-efficacy on the intention to participate in the Facebook Metaverse using social cognitive theory. We performed a cross-sectional, analytical study...

We assess whether social media - in particular Facebook - can serve as an efficient and costeffective instrument to increase type 2 diabetes awareness and encourage risk screening activities in Indonesia, where - as in the rest of Southeast Asia - the prevalence of the disease and with it the...

Private universities are growing in the present era. The enrollment ratio is also getting high, and universities are putting efforts to attract more students. Hence, it is essential to provide students with the best quality services as it spreads positive word-of-mouth. Therefore, the present...