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 …

In a global marketplace, customers are often unaware of the exact sources of the products
they purchase and consume. To address this lack of awareness, blockchain technology can …

With the growth of Internet technologies more and more consumers are using it as a tool for
information seeking about a product or a company. Enhancement of the Internet, popularity …

• Structured data: traditional, standardized datasets, such as basic customer demographics,
transaction records, or web-browsing history. AI, with its enormous computing power, runs …

The benefits provided by employment and identified with a specific employing company are
referred to as employer branding. We argue that when employees use IT to share and …

In the last decade, eWOM has arguably become the most preferred way for consumers to
seek and share consumption-related information. eWOM as a research topic also garnered …

Purpose Social media platforms are changing the way consumers and celebrities engage.
This research aims to better understand how and why consumers use social media to …

While many studies focus on how electronic word-of-mouth (eWOM) affects the readers of
eWOM, this study examines what influences the writers of eWOM. We analyze survey results …

Brand strategies in social media in hospitality and tourism | Emerald Insight Books and
journals Case studies Expert Briefings Open Access Publish with us Advanced search …

The increasing volume of firm-related conversations on social media has made it
considerably more difficult for marketers to track and analyse electronic word-of-mouth …