Peer influence through word-of-mouth (WOM) plays an important role in many information systems but identification of causal effects is challenging. We identify causal WOM effects in the empirical setting of game adoption in a social network for gamers by exploiting differences in individuals’...

As the growing global influence of Korean Pop-Culture (commonly referred to as Korea Wave or Hallyu) draws the attention of scholars and media practitioners, it seems appropriate to investigate from a wide spectrum of perspectives (including cultural, communication, and purchase decision...

We quantify the effects of others' adoptions and word-of-mouth (volume and valence) on consumers' product adoption decisions. We differentiate between the effects of word-of-mouth and observed adoptions from friends ("personal network") and the effects of word-of-mouth and observed adoptions...

The core purpose of this study is to determine the impact of electronics marketing (word of mouth), perceived value, and social networking on customer buying behaviour through customer trust in the context of cosmetic industry of Jordan. To accomplish the main research objective, the study has...

Demonstrating compelling causal evidence of the existence and strength of peer to peer influence has become the holy grail of modern research in online social networks. In these networks, it has been consistently demonstrated that user characteristics and behavior tend to cluster both in space...

Given the unprecedented reach of social media, firms are increasingly relying on social media as a channel for marketing communication. The objective of this study is to examine the effect of firm generated content (FGC) in social media on three key customer metrics, spending, cross-buying and...

The purpose of this paper is to present and analyze successful viral marketing campaigns of Turkish advertisements in the form of a case study to determine which factors seem to play the most important role in terms of viral marketing message perception in Turkey. As a country in which the...

Word-of-mouth (WOM) plays an increasingly important role today in shaping consumers' attitudes and buying behaviors. Prior work in marketing has mainly focused on the aggregate impact of WOM on product sales as well as the generation of WOM. Very little attention has been paid to the consumption...

Social networking is currently the most popular online activity among consumers worldwide. Today in business context, Social media is achieving increasing importance as a channel for consumer's online participation and engagement. Brands are developing its presence in social networking sites to...