Consumers’ purchase decisions can be influenced by others’ opinions, i.e., word-of-mouth (WOM), and/or others’ actions, i.e., observational learning. While information technologies are creating increasing opportunities for firms to facilitate/manage these two types of social interaction,...

Enabled by Web 2.0 technologies, online social media in the forms of discussion forums, message boards, and blogs has become a prevalent channe lof communication for consumers and businesses. Online social media allows consumers to share their product opinions and experience at an unprecedented...

Social media provide an unparalleled platform for consumers to publicize their personal evaluations of purchased products and thus facilitate word-of-mouth communication. This paper examines relationships between consumer posting behavior and marketing variables - such as product price and...

Product placement campaigns are increasingly hosted in online games such as social network games and mobile games, where game players interact with each other while playing the game. In this paper, we examine the implications of game players’ social interactions for the product placement...