This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts...

Peer influence through word-of-mouth (WOM) plays an important role in many information systems but identification of causal effects is challenging. We identify causal WOM effects in the empirical setting of game adoption in a social network for gamers by exploiting differences in individuals’...

In recent years, billions of dollars are spent, by both online and offline retailers, on website design aimed at increasing consumers’ online engagement. We study the relationship between online engagement and offline sales, utilizing a quasi-experimental setting whereby a leading premium...

This study explores and observe the motivations of youth in digital culture which influence them to follow and interact with brands on digital media through netnography. This technique try to adopt patron notion of youth in digital culture which influence them for youth follow brands official...

The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

In today's age of technological advancement and rapid change, much of the communication takes place on social networks, which offer a great opportunity for customer interaction. Social media is a popular and widely used marketing tool for communication between buyers and sellers. Advertising on...

Demonstrating compelling causal evidence of the existence and strength of peer to peer influence has become the holy grail of modern research in online social networks. In these networks, it has been consistently demonstrated that user characteristics and behavior tend to cluster both in space...

In online social networks, social information, i.e., content generated and shared by users (e.g., past purchases), can be a substitute for sponsored advertising, which constitutes the network's main source of revenue. When will social information be let to spread freely over the platform? We...

While recent research has demonstrated the impact of online product ratings and reviews on product sales, we still have a limited understanding of the individual’s decision to contribute these opinions. In this research, we empirically model the individual’s decision to provide a product...