In E-commerce, purchase decisions of consumers are often strongly influenced by people who consumers know and trust, and word-of-mouth (WOM) is the most important factor when consumers are making a purchase decision. Many online consumers tend to wait for the opinions of early consumers before making a purchase decision to reduce the risk of buying products. So numerous E-commerce websites prov...

Content marketing is today's one of the most remarkable approaches in the context of marketing processes of companies. Value of this kind of marketing has improved in time, thanks to the latest developments regarding to computer and communication technologies. Nowadays, especially social media based platforms have a great importance on enabling companies to design multimedia oriented, interacti...

The likelihood of electronic word-of-mouth (e-WOM) adoption is useful for academics and practitioners to understand the persuasion. To address this issue, the attitude-intention link was often assumed in information systems (IS) literature without further examinations in the persuasion contexts. This study develops a theoretical model, grounded in the elaboration likelihood model (ELM), to asse...

This paper investigates one type of electronic word-of-mouth (eWOM), the online consumer review. The study considers two components of review structure: the type and the number of reviews. Using the cognitive fit theory, we show that the type of reviews can be a key moderating variable to explain the inconsistent relationship between consumer expertise and WOM in previous research. This study e...

As a new form of social media, micro-blogging marketing has became a new choice to more enterprises. At present, Marketers confuse on how to measure and analyze micro-blogging marketing results. According to combine with current situation of micro-blogging operations, The study propose a model for measuring enterprise micro-blogging marketing results based on DAGMAR model. While, methods for me...

Social media is a growing phenomenon and have the biggest impact on organizations’ continual communication with customers and the public. It also plays increasingly important role as a marketing platform. Even though social media has been recognized as the most powerful medium in business practice, there is lack of understanding in terms of how social media benefits the organization. Therefore,...

This paper presents a digital platform for marketing communications developed during the last years. Functionalities of the platform are described according to different categories and by means of case studies together with related results. Also further development strategies are discussed, e.g. the planned enlargement of the platform in the field of social media will include three new modules....

SOCIAL MARKETING - SEDUCTION WITH THE AIM OF HEALTHY BEHAVIOR? Social marketing is the use of marketing principles to design and implement programs that promote socially beneficial behaviour change. Contrary to the marketing of consumption goods, social marketing does not deal with material products, but with behaviour, e. g. not smoking. This 'product' has a basic benefit (i. e. reduction of h...