This paper provides a deeper understanding of the role of social influences on positive eWOM behaviour (PeWOM) of heavy-users of online communities. Drawing on Social Interaction Utility Framework, Group Marketing and Social Learning Theories, we develop and test a research model integrating the...

Music affects viewers' responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects' brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement...

Although trust is one of the most widespread and studied constructs in marketing and management, its definition, versatility and different application areas may have fostered a certain dispersion when measuring this concept. Despite the increasing importance of blogs, specific scales for, and...