The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. With recent advances in information and communications technology, especially in social collaboration technologies, both academics and practitioners rethink whether the existing marketing communications performance metrics are still valid in the changing com...

This study utilizes elaboration likelihood model (ELM) as the theoretical foundation, to explore the effects of information comprehensiveness, argument strength, consistency and quantity on eWOM (electronic word-of-mouth) readers’ information adoption intention in two types of websites (commercial and third party), we collect 278 data from one commercial and one third party website, the results...

This study investigates the impact of electronic Word-of-Mouth (eWOM) on sales distributions in various markets. The product information in eWOM helps customers to reveal their demands more clearly, thereby leading to the change of sales distributions in online markets. For the research, we categorize the markets based on the similarity level of product evaluation standards. If products in a ma...

The objective of this study was to investigate the impact of the prevailing organizational culture on the adoption of green marketing in chemical-industry companies in three countries: Syria, Kuwait and Jordan. The research used a survey methodology. A questionnaire was designed and administered simultaneously in the three countries using three different samples consisting of 220 respondents, 1...

This paper explores how electronic word-of-mouth (eWOM) readers’ sense of membership moderates the effects of eWOM antecedent factors on their perceptions of review credibility. To test our hypotheses, we collected 308 samples from two virtual eWOM forums that are famous in China. The results showed that eWOM readers’ sense of membership positively moderated argument strength, review sidedness ...

V marketing is a form of peer-to-peer communication in which individuals are encouraged to pass on promotional messages within their social networks. Conventional wisdom holds that the viral marketing process is both random and unmanageable. In this paper, we deconstruct the process and investigate the formation of the activated digital network as distinct from the underlying social network. We...