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"I Speak, Therefore I Am:" Identity and Self-Construction as Motivation to Engage in Electronic Word of Mouth

Taylor, David George - 2010

-concept and identity motivate consumers to engage in electronic word-of-mouth (eWOM)? 2. Is there a conceptual model to represent …-enhancement value of eWOM and resulting eWOM behaviors? A conceptual model was proposed and, using an experimental research design … motivate consumers to engage in eWOM, and a number of brand and message traits comprise eWOM's self-enhancement value. This …

Persistent link: https://www.econbiz.de/10009475030

Consumers' Reciprocal Behaviors in the Hospitality Industry

Bae, Jung-in; Kwon, Jun Mo; Blum, Shane C. - 2011

Word-Of-Mouth (WOM) has long been considered to be one of the most important marketing tools. The Internet has created many variations to traditional WOM. Building on reciprocity theory, this study will focus on Positive Word-of-Mouth (PWOM). Previous studies addressed the fact that because...

Persistent link: https://www.econbiz.de/10009467873

Online Consumer Herding Behaviors in the Hotel Industry

Kwon, Jun Mo; Bae, Jung-in; Phelan, Kelly - 2011

The emergence of the Internet brought changes to traditional Word-of-Mouth Communication (WOM). Consumers are able to share and exchange opinions with anyone in the world, while WOM has customarily resulted from face-to-face relationships (Huang & Chen, 2006). Online portals allow individuals to...

Persistent link: https://www.econbiz.de/10009467875

Board Characteristics and Audit Fees

Carcello, Joseph V.; Hermanson, Dana R.; Neal, Terry L.; … - 2002

This paper examines the relations between three board characteristics (independence, diligence, and expertise) and Big … characteristics examined. We find significant positive relations between audit fees and board independence, diligence, and expertise …

Persistent link: https://www.econbiz.de/10009459080

Hotel Viral Marketing via Social Networks: A Strategic Pricing Lesson from Group Buying

Xiong, Lina; Hu, Clark - 2011

Viral marketing is the business approach that uses peer-to-peer communications to increase product awareness and adoptions through widespread social networks of receivers. Benefiting from the unprecedented fast growth of online social networks, this marketing maneuver merits a deeper...

Persistent link: https://www.econbiz.de/10009468012

Hybrid Advertising Auctions

Wilbur, Kenneth C.; Zhu, Yi - University of Southern California; University of … - 2008

Several major websites offer hybrid auctions that allow advertisers tobid on a per-impression or a per-click basis. We present the firstanalysis of this hybrid advertising auction setting. The conventionalwisdom is that brand advertisers (e.g. Coca-Cola) will bid perimpression, while direct...

Persistent link: https://www.econbiz.de/10009435135

Search engine optimisation or paid placement systems : user preference

Neethling, Riaan - 2007

The objective of this study was to investigate and report on user preference of Search Engine Optimisation (SEO), versus Pay Per Click (PPC) results. This will assist online advertisers to identify their optimal Search Engine Marketing (SEM) strategy for their specific target marketResearch...

Persistent link: https://www.econbiz.de/10009447171

E-commerce: the impact of internet technology on retailing

Nwoffiah, Lucy Chineze - 2006

Where customers have freedom of choice, their level of satisfaction will determine if they are loyal, long-term and profitable customers. If customers are not satisfied they will take their business elsewhere.The increase in the level of satisfaction in key element areas would increase overall...

Persistent link: https://www.econbiz.de/10009447181

Marketing architectural services : the role of the internet in marketing architectural services in the Western Cape

Grosskurth, Lisa Kathrin - 2008

expertise. However, the literature suggests that the Internet can increase the opportunity for differentiation within the …

Persistent link: https://www.econbiz.de/10009447196

Business use of branding strategies for e-commerce benefits

Onojaefe, Darlington Peter - 2008

This thesis identifies and examines evidence of e-commerce in three large businesses (Woolworths, Momentum and Santam) focusing on their Internet branding strategies, the impact of management actions and how those actions contribute to e-commerce success. Case study was used to assemble evidence...

Persistent link: https://www.econbiz.de/10009447199