A cross-sectional and quantitative study design, with the aim of explaining the relationship between relationship marketing and customer loyalty, and the mediating role of word of mouth in this relationship was undertaken. A sample of 384 was determined from a population of the mobile...

This research intends to study the interface of key concepts of Marketing and Quality in relation to Fast Moving Consumer Goods (FMCG) Customers. Marketing variables i.e. product, price, place and promotion are exogenous variables, quality perception is the endogenous variable whereas Word of...

The difference in purchase behavior between male and female consumers is a well-established narrative because of the considerable differences in their buying preferences and decision-making approaches. Women buyer market for financial products is an untapped yet promising segment, however,...

This study explores the factors that influence Vietnamese mobile banking users’ word-of-mouth behavior and sheds light on the impact of customer satisfaction, system quality, and individual performance. The data collected from 297 customers was analyzed through Smart PLS 4.0 utilization. The...

This research focuses on the effects on users’ engagement of different tweet forms including text length, text sentiment and the usage of hashtag, mention, video or picture URL. In the first part, we analyze the tweets of five companies from the apparel industry and finds out that there is no...

Online reviews and trust cues are two core aspects of e-commerce. Based on these features, users can make informed decisions about the products and services they buy online. Although prior studies have investigated on various review characteristics, the writing style has been examined less...

The present study aimed at exploring the extent to which users model their behavior—as well as their brand attitudes, their perception of relationship quality, their use of Instagram, and the number of brands they follow—on other users. This distinction can help marketers and social media...

Little empirical research has delved into the impact of servicescape on customer attachment and customer engagement behaviors. This study investigates two main research questions in a non-Western country. First, this research asks how upscale hotels' servicescapes influence customer engagement...

Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and products. The objective of this research is to investigate the role of mid-roll video advertising regarding its perceived intrusiveness and value on viewers' response to those...