Social media and micro-blogging platforms have been successful for communication and information exchange enjoying vast number of user participation. Given their millions of users, it is natural that there is a lot of interest for marketing and advertising on these platforms as attested by the introduced advertising platforms on Twitter and Facebook. In this paper, inspired by micro-blogging ad...

This paper aims to locate the key schools of thought in viral marketing (VM) literature, recognise the various sub-sets within viral marketing overall area of research and to identify the different gaps in viral marketing research literature offering a summation of the existing work done so far. The paper tries to build on the existing body of literature in the field of viral marketing, its rel...

Social media and micro-blogging platforms have been successful for communication and information exchange enjoying vast number of user participation. Given their millions of users, it is natural that there is a lot of interest for marketing and advertising on these platforms as attested by the introduced advertising platforms on Twitter and Facebook. In this paper, inspired by micro-blogging ad...

social commerce, a new stream in e-commerce, enables hyper-informed consumers to support the businesses in new product development. hyper-informed consumers are the results of online communication provided by social media. these consumers have been empowered by web 2.0 technologies to have online communication, which drives value for the companies in new product development. trust is one the va...

M are very interested in word-of-mouth communication because they believe that a product’s success is related to the word of mouth that it generates. However, there are at least three significant challenges associated with measuring word of mouth. First, how does one gather the data? Because the information is exchanged in private conversations, direct observation traditionally has been difficu...

Research rarely reaches the discussion of loan sharks. This study describes how intentions are influenced by service, word-of-mouth, and subjective norms, with knowledge usury acting as a moderating variable. quantitative involved 150 respondents. The data collected was analyzed using structural Equation Modeling (SEM) SmartPLS 3 Software. According to this study, service significantly affected...

This study enhances the existing literature on female online buying decisions by evaluating factors shaping women’s clothing purchase decision-making. Hence, it investigates influence of social media interactive marketing activities, i.e., electronic advertising (e-Ads), word mouth (e-WOM), interaction (Int.), and content credibility (CC), decisions. The adopted logic quantitative approach usin...