Purpose: The research compared the effect of electronic word-of-mouth advertising (e-WOM) and brand strength in … significant influencer of the purchase decision: (1) being a strong brand induced by the company's efforts or (2) other consumers … strong or weak brand purchasing decisions with the positive, negative, or neutral presence of e-WOM for a product (smartphone …

intention by improving their brand image in the minds of the consumers. This research study gives a detailed and comprehensive … variable. A firm should carefully select the celebrity to endorse its brand for effective communication of the message and …

media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this … engagement. In conclusion, this contribution identifies future research avenues on influencer marketing through social media …Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social …

from 303 respondents using self-administered online questionnaire that was distributed among social media users in Malaysia … important tests were conducted using analytical tools, namely IBM Statistical Package for the Social Sciences (SPSS) and its …