Word of mouth (WOM) information have become an integral part of consumer decision-making and have revitalized investigations of a social phenomenon to serve marketing objectives. This study addresses the fast-growing yet diverse WOM literature with its heterogeneous background. An objectified...

The recent growth of consumer-generated media (CGM), also known as “new” media, has changed the nature of interaction between consumers and firms from unidirectional to bidirectional. However, CGM are almost always present alongside traditional media such as TV advertising. This research...

Objective: The identification of museum attributes is essential when analyzing the different factors that attract visitors and studying it in order to improve efficiency in museums, as this could affect the use of funds for developing a marketing campaign to attract visitors. This paper offers a...

Marketing research increasingly involves the use of unstructured text data, such as user-generated content collected from social media platforms. A common task in rendering these data useful for analysis is classification of the text units, for example by topic or their expressed sentiment...

Brand knowledge is determined by customer knowledge. The opportunity to develop brands based on customer knowledge management has never been greater. Social media as a set of leading communication platforms enable peer to peer interplays between customers and brands. A large stream of such...