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 …

Online word‐of‐mouth (WOM) can impact consumers' product evaluations, purchase
intentions, and choices—but when does it do so? How do those receiving WOM know …

Live streaming offers an unprecedented opportunity for content creators (broadcasters) to
deliver their content to consumers (viewers) in real time. In a live stream, viewers may send …

Experts have suggested that the next few decades will herald the fourth industrial revolution.
The fourth industrial revolution will be powered by digitization, information and …

Customer service employees are generally advised to express positive emotion during their
interactions with customers. The rise and maturity of artificial intelligence (AI)–powered …

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 …

To date, the literature offers multiple suggestions for how to recover from service failures,
albeit without explicitly addressing customers' negative, high-arousal states evoked by the …

Negative emotional contents have been demonstrated to be persuasive when consumers
judge review helpfulness across many existing studies. Drawing on emotions as social …

From advertisers and marketers to salespeople and leaders, everyone wants to hold
attention. They want to make ads, pitches, presentations, and content that captivates …

Building on optimal distinctiveness theory, this research examines the effects of social class
on green consumption. Across six studies, we find a curvilinear effect of social class on …