Introduction and Research Question With its user-friendly interface and the growth in popularity of online video, YouTube has catapulted to a dominant position on the Internet. While this model is extremely attractive for marketers and content creators, recent work has recognized the relatively ephemeral nature of popularity of videos on YouTube, where only a tiny fraction of videos managed att...

BACKGROUND Health care service is a high-credence service and patients may face difficulties ascertaining service quality in order to make choices about their available treatment options. Online health communities (OHCs) provide a convenient channel for patients to search for physicians' information, such as Word-of-Mouth (WOM), particularly on physicians' service quality evaluated by other pat...

This study aims to analyze the effect of Social Media Marketing Activity on Brand Equity, Equity e-WOM, e-WOM Purchase Intention, and Intention used purposive sampling with 215 valid questionnaires. Respondents were selected based determined criteria; respondents who know social media Jiwa Jiwa's Instagram have purchased Janji either online or directly outlets. Partial Least Square was chosen a...