Viral marketing describes any strategy that encourages people to pass on a marketing message to others, demonstrating an important potential for exponential growth in the message’s exposure and influence. Viral marketing has become one of the most effective and cost-efficient ways to...

With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...

While recent research has demonstrated the impact of online product ratings and reviews on product sales, we still have a limited understanding of the individual’s decision to contribute these opinions. In this research, we empirically model the individual’s decision to provide a product...

Based on a conceptual framework provided by Keaveney (1995), the current study explores the reasons service customers switch providers and the related post-switching behaviors in five countries. Specifically, we identify statistically significant differences between the investigated nations in...

With the advent of new information & communication technologies (ICT) and its ever growing application in connecting people, online social media have become one of the main platforms for people to people interaction and this has obvious impact on formulation of marketing strategy for better...

The aim of the study is to contribute to the theoretical debate on the Viral Marketing Communication (VMC). It investigates the effects a VMC campaign produces on performance of brand and company. This work is based on a qualitative research method: netnography (Kozinets, 2010) and case study...

This paper extends prior research on consumer knowledge beliefs and word-of-mouth transmission. Findings from four studies suggest that people compensate for unfavorable discrepancies between their actual and ideal consumer knowledge with heightened efforts to signal knowledgeability through the...

While advertisers increase spending on marketing campaigns, little is known about its effectiveness for the firm and for its competitors. In this study, we explore consumer responses to TV advertising of the 2010 Superbowl show. We investigate how peer exposure to brands affects word-of-mouth...

This paper presents a restricted maximum likelihood-based algorithm to estimate who influences whose opinions and to what degree when agents share their opinions over large online social networks such as Twitter. The proposed algorithm uses multi-core processing and distributed computing to...

Concept: With the rapid transformation in the world of advertising and marketing, Digital Marketing has proved to be one of the most widely used and successful media or channel to spread product or service related information among the target audience. Viral marketing can be said to be a...