‘Buzz Marketing’ has been a considered as an alternative strategy of creating preference and demand among prospective customers by the theoreticians and practitioners for times past. Though given caution, this geometrically progressive marketing strategy offers significant opportunities for the firms. The immense popularity of the online social media among the people has given the opportunity t...

BACKGROUND Illicit or rogue Internet pharmacies are a recognized global public health threat that have been identified as utilizing various forms of online marketing and promotion, including social media. OBJECTIVE To assess the accessibility of creating illicit no prescription direct-to-consumer advertising (DTCA) online pharmacy social media marketing (eDTCA2.0) and evaluate its potential g...

Social networks and communities like facebook and myspace gain increasing importance in people’s everyday lives. Companies start to see these platforms as a chance for communicating to an attractive target group and deriving innovation ideas from this group. Yet, methods and tools to efficiently initiate and use open innovation projects in these environments are limited. This article explores o...

Individual targeting, a marketing strategy that firms target individual consumers with tailored offers, is currently a widespread practice. Customer data intermediaries (CDIs) have emerged recently to help firms learn their prospective customers and launch their target marketing campaigns. This paper uses a common-value auction framework to study how a CDI designs and differentiates its informa...

Online consumer product reviews, an important form of electronic word-of-mouth (eWOM), have attracted widespread attention from researchers. The reviews provide potential buyers with product comments and evaluations from a user’s perspective. This paper examines how the sequence of negative reviews, the quantity of online feedback text and the quality of online comments affect consumer purchase...

This research examines the exogenous antecedents of loyalty in the purchase of 3C products. In the proposed model, we assess how the direct effects of technology readiness, satisfaction, and electronic word-of-mouth on consumers’ loyalty and the indirect effects of technology readiness on loyalty via satisfaction and electronic word-of-mouth. Data was collected via online survey from experience...

Electronic word-of-mouth (eWOM) has been identified as a key factor affecting online sales. However, the factors leading to eWOM in the open-market context are not fully understood. Since many Internet vendors have adopted the open-market business model, it is essential to understand the factors for eWOM leading to the success of open-market business. This study investigates factors affecting e...

E xternal financing is critical to ventures that do not have a revenue source but need to recruit employees, develop products, pay suppliers, and market their products/services. There is an increasing belief among entrepreneurs that electronic word-of-mouth (eWOM), specifically blog coverage, can aid in achieving venture capital financing. Conflicting findings reported by past studies examining...

With the population of social networking services (SNS) like WeChat, they have emerged as an increasingly important media or platform that facilitates product-focused electronic word-of-mouth (eWOM) activities. Meanwhile, e-commerce has become an essential part of our daily life. The goal of the current research is to discover the key factors that affect consumers’ willingness to engage in eWOM...

Marketers have been rushing to increase their social media marketing expenditures. However, the state of empirical research, business intelligence and analytics into the business value of social media marketing engagements have still lagged behind. Prior research about the impact of social media user-generated content on aggregate sales has overlooked the qualitative aspects. Moreover, due to t...