Purpose The purpose of this study is to determine how and when choice variety influences consumers’ willingness to purchase, according to a personal emotion perspective. The choice paradox indicates that although having many choices can be beneficial, it can also cause customer decision...

Purpose – This paper aims to investigate the determinants of successful online viral marketing. More companies in recent years have reduced their advertising expenditures on traditional media. Instead, they focus more on word-of-mouth marketing to reach their potential customers....