The purpose of the present article is to explore the electronic word-of-mouth (e-WOM) determinants in a mobile banking context such as e-service quality, e-satisfaction, e-trust and e-loyalty. It also examines the moderating role played by brand reputation in the relation between e-loyalty and...

Buzz marketing in social networks is often seen by announcers as an opportunity to reach the biggest audience. However, the risk of failure of buzz campaigns proves not to be negligible and its consequences may be serious for the company. In order to succeed in such buzz campaigns, this research...

Purpose The purpose of this paper is twofold: first, the authors empirically examine the effect of the perceived values of mobile banking (MB) applications on customers’ e-trust, e-satisfaction and e-loyalty and second, the authors investigate the moderating role of customers’ age in the...

Purpose: This paper aims to explore the virtual experience to understand its components and its effects on consumers’ real world. Design/methodology/approach: Our approach relies on a rarely used projective method: “Album-on-Line” (AOL). This technique allows identifying consumers’...

Purpose: Adopting a customer-dominant logic perspective, the purpose of this paper is to understand how some tourists decide on unusual trips and how they associate meanings to transform their experience into an event. Design/methodology/approach: This research is exploratory and involves three...