In this research, we investigate the prevalence and possible reasons underlying the so-called extreme distribution of reviews in which reviews are heavily skewed to the positive end of the rating scale, with a few reviews in the mid-range and some reviews at the negative end of the scale....

Smartphones have made sharing images of branded experiences nearly effortless. This research classifies social media brand imagery and studies user response. Aside from packshots (standalone product images), two types of brand-related selfie images appear online: consumer selfies (featuring...