The rise of unstructured data (UD), propelled by novel technologies, is reshaping markets
and the management of marketing activities. Yet these increased data remain mostly …

People often share opinions and information with their social ties, and word of mouth has an
important impact on consumer behavior. But what drives interpersonal communication and …

Understanding customer experience and the customer journey over time is critical for firms.
Customers now interact with firms through myriad touch points in multiple channels and …

In business markets, firms operating in developing economies deal with burgeoning use of
the internet, new electronic purchase methods, and a wide range of social media and online …

The increasing amount of electronic word of mouth (eWOM) has significantly affected the
way consumers make purchase decisions. Empirical studies have established an effect of …

Internet usage continues to explode across the world with digital becoming an increasingly
important source of competitive advantage in both B2C and B2B marketing. A great deal of …

Online chatter, or user-generated content, constitutes an excellent emerging source for
marketers to mine meaning at a high temporal frequency. This article posits that this …

This study examines the relative effectiveness of traditional advertising, impressions
generated through firm-to-consumer (F2C) messages on Facebook, and the volume and …

With the rapid advances in information technology, an increasing number of online reviews
are posted daily on the Internet. Such reviews can serve as a promising data source to …

Directly engaging consumers with brand messages (posts) is one advantage of social
networking sites. Using consumer engagement as a theoretical framework, the current study …