During the course of the COVID-19 pandemic, a common strategy for public health organizations around the world has been to launch interventions via advertising campaigns on social media. Despite this ubiquity, little has been known about their average effectiveness. We conduct a large-scale...

Purpose: The research compared the effect of electronic word-of-mouth advertising (e-WOM) and brand strength in consumers' decision to purchase an experience product and service.Theoretical framework: There is no clarity of the most significant influencer of the purchase decision: (1) being a...