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...

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....

Viral marketing is one of the most important marketing trends of today as it offers companies the opportunity to reach large masses, low cost, increases brand awareness and has higher conversion rates. In addition, more trust in the content shared by friends or family members and more...

Information often spreads and influences beliefs regardless of its reliability. We show that this occurs in part because indicators of reliability are disproportionately lost in the process of word-of-mouth transmission. We conduct controlled experiments where participants listen to economic...

Online ratings emerge from a multi-stage process that can systematically distort their informational content. We develop a unified framework decomposing the rating process into distinct components: experienced quality (driven by intrinsic quality, seller effort, and price), expectations formed...

Online ratings emerge from a multi-stage process that can systematically distort their informational content. We develop a unified framework decomposing the rating process into distinct components: experienced quality (driven by intrinsic quality, seller effort, and price), expectations formed...

Negative word of mouth (NWoM) can be a major factor in new product diffusion, as indicated by Goldenberg et al. (2007). We extend their work by accounting for the role of consumer uncertainty for NWoM's impact on adoption dynamics. Using an agent-based simulation framework we compare three...

Purpose- The purpose of the research is to analyse the impact of electronic word-of-mouth (e-WOM), brand image, and consumer attitude on purchase intention, as well as the moderating influence of trendiness on these relationships.Research methodology - The study is quantitative research. Six...

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 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...

In response to the growing importance of vocational education for youth employability, this study examines students' perceptions of dual vocational education and training (dVET) in Bulgaria, focusing on the following determinants of student loyalty (SL) and word-of-mouth communication (WOM) in...

Information often shapes behavior regardless of its quality: unreliable claims wield influence, while reliable ones are neglected. We propose that this occurs in part because word-of-mouth transmission tends to preserve claims while dropping information about their reliability. We conduct...

Information often shapes behavior regardless of its quality: unreliable claims wield influence, while reliable ones are neglected. We propose that this occurs in part because word-of-mouth transmission tends to preserve claims while dropping information about their reliability. We conduct...

Understanding tourists' word-of-mouth communication, destination preferences, and revisit intentions is important in the rapidly growing cruise tourism industry. Focusing on Amasra, an emerging cruise destination on the Black Sea coast of Turkiye, this study examines the connection between...

Understanding behavioral aspects of collective decision-making remains a core challenge in economics. Political narratives can be seen as a key communication technology that shapes and affects human decisions beyond pure information transmission. The effectiveness of narratives can be driven as...