In this study, we use bibliometric analysis and systematic review to analyze electronic word-
of-mouth (eWOM) research. Our findings show that the research has grown a lot in terms of …

Social influence plays a significant role in shaping consumer behavior, and research in this
area comprises a substantial portion of the literature. Despite the vast number of studies …

Tourism organizations use social media to promote their destinations and attract new
customers. However, there is a challenge in how tourism organizations can choose or create …

ABSTRACT Social commerce (s-commerce)—the use of social media to support electronic
commerce—has become pervasive. This paper aims to investigate an important type of …

Online product reviews play important roles in the word-of-mouth marketing of e-commerce
enterprises, but only helpful reviews actually influence customers' purchase decisions …

Purpose This study explores whether and how four main factors of short-branded video
content (content matching, information relevance, storytelling and emotionality) facilitate …

Brands use social media to engage consumers in all stages of the customer journey. Prior
work on consumer engagement with brand-generated content on social networking sites …

Purpose Today, consumers play an active role in creating, generating and distributing the
electronic word of mouth (eWOM) independent of marketers. Customer acquisition through …

When do social media users click on sponsored content or intend to visit the website at a
later time? A qualitative comparative analysis (QCA) using arguments based on herd theory …

Several studies have been conducted to determine the factors influencing online consumers
to adopt the information embedded in electronic word of mouth (eWOM). The amount of …