Different types of crowdfunding backers adopt various social and economic roles, beyond
just financial support. Yet the most appropriate message strategy for attracting these different …

Objective: Increasing physical activity has been identified as one of the most important
factors in lifestyle modification. Previous studies have reported the effectiveness of using the …

The hybrid review format (verbal reviews accompanied by pictures) is increasingly prevalent
in online consumer reviews. However, the mechanism behind the superiority effect of hybrid …

Purchases from online stores are preferred by the majority of European customers. Thus, it
has stimulated both academic and business interest the identification of the factors that can …

Modern users demand control over their advertising experience and a sense of
empowerment throughout the communication process. In response, some platforms have …

The use of imagination is a dominant strategy for consumers to form evaluations in the e-
commerce environments. Online Product Presentation Videos (OPPVs) are vivid information …

This research aims to examine the effects of two viral marketing attributes; namely viral
advertising and E-WOM on customer purchase intention. In particular, the authors …

Reference group is an important factor influencing users' purchase in the network
communities. The reference group's influences involve informative influence and normative …

This study explored middle-to high income consumers' awareness and opinions of cause-
related marketing and the influences of selected campaign structural elements on …

Abstract Information and communication technologies (ICT) are critical to leverage the digital
divide among disadvantaged individuals, groups, and communities. Given the persistent …