The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook
Purpose–The purpose of this article is to analyze how social media activities, in specifically
the Facebook page of a car manufacturer, and user interactions with these brand related …
the Facebook page of a car manufacturer, and user interactions with these brand related …
Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site
The authors study the effect of word-of-mouth (WOM) marketing on member growth at an
Internet social networking site and compare it with traditional marketing vehicles. Because …
Internet social networking site and compare it with traditional marketing vehicles. Because …
The impact of new media on customer relationships
T Hennig-Thurau, EC Malthouse… - Journal of service …, 2010 - journals.sagepub.com
Recent years have witnessed the rise of new media channels such as Facebook, YouTube,
Google, and Twitter, which enable customers to take a more active role as market players …
Google, and Twitter, which enable customers to take a more active role as market players …
What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM
R Filieri - Journal of business research, 2015 - Elsevier
Consumers are increasingly using online consumer reviews (OCRs) to learn about product
quality. It is thus paramount for marketers to understand what makes OCRs helpful to …
quality. It is thus paramount for marketers to understand what makes OCRs helpful to …
What we know and don't know about online word-of-mouth: A review and synthesis of the literature
RA King, P Racherla, VD Bush - Journal of interactive …, 2014 - journals.sagepub.com
Electronic word-of mouth (eWOM) has attracted considerable interest from researchers in
the past decade. Although the extant research has helped us to develop a good …
the past decade. Although the extant research has helped us to develop a good …
E-WOM and accommodation: An analysis of the factors that influence travelers' adoption of information from online reviews
Online reviews (ORs) are continuing to foster a renewed spread of word-of-mouth in the
travel industry. Travelers are increasingly using ORs to inform them about accommodations …
travel industry. Travelers are increasingly using ORs to inform them about accommodations …
Are social media replacing traditional media in terms of brand equity creation?
M Bruhn, V Schoenmueller, DB Schäfer - Management research …, 2012 - emerald.com
The purpose of this paper is to investigate the relative impact of brand communication on
brand equity through social media as compared to traditional media. In a juxtaposition of …
brand equity through social media as compared to traditional media. In a juxtaposition of …
Online consumer review: Word-of-mouth as a new element of marketing communication mix
As a new type of word-of-mouth information, online consumer product review is an emerging
market phenomenon that is playing an increasingly important role in consumers' purchase …
market phenomenon that is playing an increasingly important role in consumers' purchase …
Do online reviews matter?—An empirical investigation of panel data
This study examines the persuasive effect and awareness effect of online user reviews on
movies' daily box office performance. In contrast to earlier studies that take online user …
movies' daily box office performance. In contrast to earlier studies that take online user …
eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions
R Ladhari, M Michaud - International Journal of Hospitality Management, 2015 - Elsevier
The objective of the study is to examine the effect of comments generated on Facebook on
the choice of a hotel. More specifically, it focuses on the study of the influence of comments …
the choice of a hotel. More specifically, it focuses on the study of the influence of comments …