This research provides an empirical test of the “Twitter effect,” which postulates that microblogging word of mouth (MWOM) shared through Twitter and similar services affects early product adoption behaviors by immediately disseminating consumers’ post-purchase quality evaluations. This is...

Many firms operate customer communities online. This is motivated by the belief that customers who join the community become more engaged with the firm and/or its products, and as a result, increase their economic activity with the firm. We describe this potential economic benefit as “social...

We scrutinize the direct and moderated impact of brands’ support for Black Lives Matter (BLM) on consumer responses. Our empirical strategy exploits Blackout Tuesday as a natural experiment in which BLM support occurred on Instagram (treated platform) but not on Twitter (control platform) to...

This annual report, the eleventh in a series dating back to 2012, provides an in-depth analysis of the current state of social media in the Middle East. As the most comprehensive and up-to-date study of its kind, it is an invaluable resource for anyone interested in the region's digital...

The emergence of social media has made it easy to share information between customers and marketers, which in turn has impacted marketing activities to a great deal. Hence, it is essential to identify how social media affects the consumer in making different purchase decisions. In this context,...

Objective - The rapid development of information technology brings a significant change in society. The presence of social media makes a shift in people's behavior. From various circles and almost everyone owns and uses social media as a means to obtain and convey information to the public. The...

Increasing amount of importance is being given to electronic word of mouth as it has been accepted as a reliable form of marketing. Under this scenario this study aims to find out the factors which exert a force of influence on the purchasing habit based on electronic word of mouth. Living in a...

In the fiercely competitive landscape of the peer-to-peer accommodation platform Airbnb, understanding customers' online recommendation behavior is essential for optimizing competitiveness and harnessing the potential of electronic word-of-mouth. This study aims to provide comprehensive insights...

Background: In this study, the parameters that directly impact purchase intentions were analysed, such as electronic word of mouth, customer engagement, brand awareness, and customer retention. Objectives: This study aimed to explore the impact of digital content marketing on customer purchase...

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'...