Electronic Word of Mouth (eWOM) has gained an inescapable attention among both practitioners and academia. Its importance lies in its simplicity yet profound impact on customers’ attitude toward specific brands or goods, and consequently affecting important concepts such as customer loyalty and intention to purchase. Recently Social Networking Sites (SNS) have emerged as platforms to spread eWO...

Social networks provide the technological platform for individuals to connect, produce and share content online. As such, they are becoming an additional marketing channel that could be integrated with the traditional ones as a part of the marketing mix. In order to contribute to the companies’ understanding of utilisation of social networks as a marketing platform, our study approaches the pro...

The popularity of new media channels in recent decade has offered fertile ground for electronic word-of-mouth (eWOM) communication. By enabling interaction between organizations and customers, eWOM communication may increase organizations’ capability of customer engagement (CE). Despite the acknowledged importance of eWOM as an important new channel for customer engagement in tourism industry, ...

In México 99.8% of existing enterprises are Small-Medium Enterprises (SMEs) which generates 52% of Gross Domestic Product and 72% of total employment. A previous study of AMIPCI (2014) shows that in Mexico 8 of 10 enterprises have their own social network profile and 5 of 10 enterprises uses social media for publicity and marketing purposes. There are many studies about social media marketing b...

Social networks have become an additional marketing channel that could be integrated with the traditional ones, such as news and television media, as well as online channels. User participation as a main feature of the social networks imposes challenges to the traditional one-way marketing, resulting in companies experimenting with many different approaches, thus shaping a successful social med...

An emergent issue that made the case for importance of digging deeper intothe social and psychological factors influence thoughts consumers products. The instructions study were followed by oursubject study, "Effectiveness Social Media Marketing," our team conducted using a sample size 30 PES University students. primary goals research to recognize potential, take advantage opportunities, safeg...

This study proposes an approach to identify the core target group of users who will maximize the outcomes of online social network marketing (SNM) programs through a digitized Word-of-Mouth (WOM) marketing. We first compare methods based on topological measures such as random, inand out-degree measures to evaluate the influence of a certain user to other users within the social network. Then a ...