Word of Mouth (WOM) has been one of the most important channels of communication in
information exchange among consumers (Chan & Ngai, 2011; Chu & Kim, 2011; Kim et al …

The aim of this research was to examine the impact of social media marketing activities on
brand trust and brand loyalty in the banking sector. Based on an online survey of 252 users …

The Internet and digital technologies have grown exponentially and have become a part of
billions of people's daily lives around the world. Over‐the‐top (OTT) services are delivered …

Due to the COVID-19 pandemic, the sales of fast-food businesses have dropped sharply.
Customer satisfaction has always been one of the key factors for the sustainable …

This study aims at improving the understandings of the relationship between
transformational lead-ership style and employee job satisfaction, considering the gender as …

The present study intends to unleash the influence of social media marketing (SMM) on
purchase intention (PI), brand trust (BT) and brand loyalty (BL) in the setting of online travel …

This research aims to examine the effects of two viral marketing attributes; namely viral
advertising and E-WOM on customer purchase intention. In particular, the authors …

This dataset is used to investigate a comprehensive model of user satisfaction and
electronic word of mouth (e-WOM). Building on the perceived telecommunication service …

This study aims to explain the linkage between perceived social media marketing activities
(SMMAs) and purchase intentions through the mediating effects of brand trust, brand …

Digital content marketing that increases consumers' favorable behavior is of increasing
interest to marketers. However, there is a lack of studies that examine the relative effect of …