The proliferation of the Internet has given birth to a number of complaint web sites where dissatisfied and frustrated consumers can easily articulate their opinions and comments on products, services, or companies. Little attention, however, has been paid to the influence of online complaints on potential consumers’ behaviors. This study attempts to provide the understanding of causal attribut...

This research paper intends to discuss on how Augmented Reality Experiential Marketing is used to stay connected with customers more effectively with hi-technological equipment in associating the customer with a brand. Moreover, this paper pinpoints the advantages of using AREM to generate effective connection in gaining customers’ attention. It will also highlight how AREM will attract possibl...

The rapid growth of Facebook has become an important channel of eWOM. Facebook users can openly illustrate their attitudes toward products to their friends, either by casually clicking a like or deliberately writing a comment on advertisements. This study explored how friends’ involvement in advertisements and tie strength affected Facebook users’ product attitudes, intentions to purchase, and ...

Social networking sites (SNSs) are a booming worldwide phenomenon with enormous business potential for companies to communicate with their targetaudience consumers and spread their brand-related messages. One of the notable distinguishing characteristics of SNSs, when compared to previous Web 1.0-based communication tools, is the active role that consumers play in the communication process with...

Network technologies, modern organizational and marketing functions have transformed the way businesses operate nowadays and consequently have an effect on all sectors of the economy. Contemporary firms become members of the Internet society since the profits are high and innovative wireless broadband technologies allow to serve customers globally 24/7 while the relative cost keeps lessening (A...

In recent years, social media has become more and more popular because it is playing an important role in empowering citizens, organization of community activism, social good and even used for coordination in emergency situations. The social media has become integral part of the current generation. In this study, we aim to analyze the influence of social media on the users. This study indicates...

The evolution of social media in the recent years promoted the appearance of a new category: social media based on check-in. It enables the user to define their identity through information sharing. This paper aims to show the evolution of these media highlighting the effects and changes they cause in society through Super Bowl XLVI scenario, besides indicating the important role they have for ...

The ability to measure and monitor specific dimensions of brand image has a range of useful applications in marketing, from developing competitive strategy to identifying strength and weaknesses to evaluating the effectiveness of marketing initiatives. Nevertheless, obtaining reliable measurements is an ongoing challenge for marketers. Traditional methods such as administering surveys can be ex...

The increasing prominence of new Internet and social media technologies and their growing importance as a source of health information are pushing the pharmaceutical industry towards digital channels. This paper explores the potential impacts of the pharmaceutical industry’s increasing interest in online marketing and considers how the existing regulatory framework in Canada translates into the...

This paper is focused on the identification of influencers that can have an important impact over the decision-making of other users. For this purpose, a popular electronic word-of-mouth community like Ciao.com has been modelled as a social network. Using social network analysis techniques, the existence of influencers is justified by the power law distribution of user participation, and then t...