The rapid industrialization and growth across the world have fostered the consumption of
luxury fashion brands. Electronic word-of-mouth on social media (eWOM) is fast becoming …

This research develops a conceptualized model that illuminates the role of luxury
perceptions in explaining consumer engagement in social media WOM and luxury purchase …

Purpose The purpose of this study is to investigate the perceived exposure of fashion
consumers to different types of fashion brands' social media marketing (SMM) actions in …

Social media has a lot to offer to the marketers in the form of a 'web of brand-related-
conversations'. With the popularity of social media, users indulge in 'eword-of …

The present study's objective is to investigate the influence of active and passive social
media brand page engagement on eWOM, via self-brand connection. To accomplish this …

Word of mouth (WOM) is a highly credible form of marketing information. However, because
it is difficult to study WOM in the face-to-face context, researchers have limited …

Word-of-mouth (WOM) is widely regarded as one of the most influential factors impacting
consumer behavior, yet traditional models were constructed oblivious to the potential of …

Purpose The purpose of this paper is to examine how user-generated positive social
electronic word-of-mouth (eWOM) via Facebook affects brand attitude and, consequently …

As more and more marketers incorporate social media as an integral part of the promotional
mix, rigorous investigation of the determinants that impact consumers' engagement in …

This study examines the role of eWOM in consumer-mediated purchasing. Findings from a
survey of Millennials show a large segment of young consumers using eWOM in the form of …