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...

The core purpose of this study is to determine the impact of electronics marketing (word of mouth), perceived value, and social networking on customer buying behaviour through customer trust in the context of cosmetic industry of Jordan. To accomplish the main research objective, the study has...

Given the unprecedented reach of social media, firms are increasingly relying on social media as a channel for marketing communication. The objective of this study is to examine the effect of firm generated content (FGC) in social media on three key customer metrics, spending, cross-buying and...

Social media has emerged as a key source of understanding customer satisfaction, which is used by investors in their investment decision. Nonetheless, whether and how social media metrics on customer attitude toward the company has not been thoroughly examined. This study develops a new index of...

Dissatisfied customers often use social media to voice their complaints effectively, and firms strive to find solutions about how to respond to publicly visible service failure posts. We add to the emerging literature on complaint handling via social media by examining how complaining customers...

Besides official social pages of organizations, the anonymous online consumer communities are emerging phenomena. Participating these communities may affect the relationship between consumers and brands. Focusing on the higher education context, where consumers and brands have strong...

Background: Companies often measure their customers' recommendation intention using the loyalty index based on the idea that a customer who has high loyalty and is committed to a brand has the confidence to recommend it to others. The psychological barrier is higher for recommendation intention,...

The purpose of this paper is to explore the problem of power distribution within networks of relationships between companies and consumers (business-to-consumer (B2C) networks) and to examine the ways in which value is created and captured in such structures. To this end, we applied the network...

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...

The core objective of this paper is to determine the level of online dialogue in social media between the tourist industry leaders and their customers. This study applies sequential explanatory industry-representative comparison with statistical and qualitative analysis of online word-of-mouth...