Every aspect of human activities has been influenced by social media, but how this influence
is affecting individual decision making in different context had not been studied yet. This …

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 …

This study examines the effects of personalization and hedonic motivation on customer
experience and its loyalty outcomes in omnichannel retail context. The study develops eight …

The use of the internet and social media have changed consumer behavior and the ways in
which companies conduct their business. Social and digital marketing offers significant …

Artificial intelligence (AI)-powered chatbots are changing the nature of service interfaces
from being human-driven to technology-dominant. As a result, customers are expected to …

Social commerce, which combines the transactional side of e-commerce with social
interactions, has grown in popularity throughout the last years. Despite the fact that the issue …

Grounded on service-dominant logic (SD logic), a vital issue for marketers is to understand
how the multiple approaches encouraging consumer participation (CP), as manifested by …

This paper investigates the effect of network centrality and network density on the propensity
to engage in positive and negative eWOM, using social networks usage as a moderating …

Purpose The purpose of this study is to validate the higher education service quality
(HESQUAL) scale using a confirmatory approach and test an improved structural model that …

This study analyzes the relation between the firm's corporate social responsibility (CSR)
activities, employer reputation, and social media in the academic conversation on business …