Social network sites (hereinafter, SNSs) have become extremely popular, playing an important role in consumers' every day lives. Empowered by SNSs, the customer becomes more active and spends more time with their family, friends or companies online. Therefore, companies seek to encourage online...

Aim/purpose - The main objective of this research is to investigate the relationship between service quality and customer loyalty and the moderating effect of positive word-of-mouth on this relationship in the hospitality sector, in North Central Nigeria. Design/methodology/approach - The...

Word-of-mouth (WOM) plays an increasingly important role today in shaping consumers' attitudes and buying behaviors. Prior work in marketing has mainly focused on the aggregate impact of WOM on product sales as well as the generation of WOM. Very little attention has been paid to the consumption...

Social networking is currently the most popular online activity among consumers worldwide. Today in business context, Social media is achieving increasing importance as a channel for consumer's online participation and engagement. Brands are developing its presence in social networking sites to...

Observing the organically evolving Facebook advertising marketplace, this paper sets out to study how the adoption of randomized control trials (RCTs) for policy evaluation impacts firms’ behavior and performance on the platform. Findings indicate strong positive effects from the adoption of...

Social Media platforms’ integration is a technology of creating a unique user experience by providing a common web-platform, wherefrom the user can access different social media vehicles. This paper checks the patterns and modes of usage of different social media platforms. This demographic...

More and more business customers use social media to express their opinions about products, services and brands. This study aims to make a step further in understanding consumer engagement in electronic word of mouth (eWOM) on Facebook and its impact on recommending and purchasing products. To...

Nowadays we are faced with a growing number of people using social media. The most popular of these are YouTube and Instagram. Their users are exposed to the content generated by influencers - social media creators with loyal audiences. The aim of this paper is to investigate the impact that...

As much as forty percent of social media users have been harassed online, but there is scarce causal evidence of how toxic content impacts user engagement and whether it is contagious. In a pre-registered field experiment, we recruited participants to install a browser extension, and randomly...