Marketers use online social networks for target and promotion. Identifying influentials that disproportionately affect others is challenging due to network dynamics and social interactions. In this paper, we focus on the former by conducting a quasi-natural experiment on American Superbowl to investigate shifting tie strengths through revealed preferences and exploring the interplay between pop...

This study evaluates the current status of electronic word-of-mouth (eWOM) research through an exhaustive literature review of relevant articles. We have identified a total of 83 eWOM research articles published from 2001 through 2010. Published research into eWOM first appeared in peerreviewed journals about ten years ago, and research has been steadily increasing. Among research topic area, t...

Interpersonal influence and word-of-mouth (WOM) are ranked the most important information source when a consumer is making a purchase decision. This influence may be especially important in the hospitality and tourism industry, whose intangible products are difficult to evaluate prior to their consumption. When WOM becomes digital, the largescale, anonymous, ephemeral nature of the Internet ind...

Social marketing has a proven role in marketing and many manufacturing establishments/ organizations have been marketing their products incorporating social marketing research. Social marketing has its root in the ground fact that the perceptions and expectations of the consumers are important in influencing buying behaviour. The principles of social marketing, therefore, have been extensively ...

The stimulation of user engagement has received significant attention in extant research. However, the theory of antecedents for user engagement with an initial electronic word-of-mouth (eWoM) communication is relatively less developed. In an investigation of 576 unique user postings across independent Facebook (FB) communities for two German firms, we contribute to the extant knowledge on user...

In recent years, electronic word-of-mouth (eWOM) has become an influential factor affecting Internet users' perceptions and behaviors (Chatterjee 2001; Lee et al. 2009). However, as more evidence demonstrating the utilization of fake eWOM has been discovered (Forrest and Cao 2010; Malbon 2013), Internet users' trust of eWOM may have been severely undermined, and they may have developed skeptici...