The recent growth in digital marketing investments and revenues has attracted the attention
of both marketing practitioners and scholars. However, this growth has dramatically …

Purpose Artificial intelligence chatbots are shifting the nature of online services by
revolutionizing the interactions of service providers with consumers. Thus, this study aims to …

Purpose This paper aims to identify the factors affecting university students' behavioral
intentions towards adopting the new Facebook currency while controlling for the direct and …

In recent years, due to the extensive use of social media advertisement and the
development of social commerce tools, scholars and practitioners pay more attention to …

Consumer subversion refers to consumer acts that are intended to impede the ability of
marketers to develop and implement a marketing strategy, including market segmentation …

This paper explores the evolution of academic consumer research on Facebook by
consolidating the existing body of literature. The study consists of 336 papers on the topic of …

Social media influencers are integral to contemporary organizations' marketing strategies.
Despite growing interest in the topic, there is scant knowledge of how organizations manage …

Peer influence is considered an important element in shaping an individual's consumption
decisions. Prior studies have noted the differences between strong-tie and weak-tie …

This study ascertains if YouTube (YT) commercial communication (CC) influences the
organic electronic word-of-mouth (eWOM), purchase intention and purchase associations …

This research investigates the influence of Twitter advertising on the purchase intentions
and purchase attitudes of the millennial internet users in India, as well as to assess if the …