"This book examines the importance and the effective utilization of eWOM content for the positioning of products and services that illustrate the value of user generated content for influencing customer decision making in diverse business sectors"--

Children’s purchase influence (CPI) is an important factor in understanding family consumption behavior. The present study investigated the effects of cultural adaptation, including the role of acculturation and ethnicidentification, on children’s role in family purchase decisions. By...

Studies have found that product intangibility increases consumers' perception of risk. However, most of these studies measured the intangibility and perceived risk constructs unidimensionally. The primary objective of this article is to examine the effects of the multiple dimensions of...

pt. 1. Why ethnic marketing? -- pt. 2. Processes of ethnic cultural change, socialization and technology -- pt. 3. Identity, space and ethnic entrepreneurship -- pt. 4. Globalization, religion and materialism -- pt. 5. Market segmentation and targeting -- pt. 6. Advertising -- pt. 7. Ethical and...