...Maria Fuentes-Blasco; Beatriz Moliner-Velázquez; Gloria Berenguer Contri; Irene Gil-Saura Purpose This study aims to capture the heterogeneity of customer motivations. Specifically, it explores unobserved guest motivation heterogeneity regarding electronic word-of-mouth (eWOM) consultation...

... word-of-mouth (eWOM), further impacting their repurchase intentions. Design/methodology/approach In Study 1, a 2 (culture: individualism vs collectivism) × 2 (promotional rewards: social vs economic) between-subjects design was used. Structural equation modeling was used to test the hypotheses...

...Amy Dorie; David Loranger Purpose The purpose of this study is to investigate characteristics of apparel-related critical incidents that motivate both Generation Z and Y consumers to share electronic word-of-mouth (eWOM) via specific online channels. Design/methodology/approach The current...

... consumers’ electronic word-of-mouth (eWOM) engagement and purchase intentions via social network sites (SNSs). Second, the present study empirically tests and validates the proposed relationships that delineate social capital dimensions as crucial precursors of eWOM engagement and purchase intention...

...ShabbirHusain R.V.; Sanjeev Varshney Purpose The purpose of this study was to investigate consumer preference formation in presence of reviews coming from traditional and electronic word of mouth (eWOM) under different conditions of review valence. Design/methodology/approach Scenario-based...

... experiences when strong brand attachment exists. The moderating effect of a narcissistic personality in the dissemination of negative electronic word of mouth (eWOM) following brand hate is also tested. Design/methodology/approach The study uses a within-the-subject repeated measures experimental design...

... first, of adding comments when sharing, and of sharing different types of MGC differently. We found similarities and differences in the patterns of these relationships between the US and Korea. Originality/value Although many studies on electronic word of mouth (eWOM) have examined consumers...

... 2016 Emerald Group Publishing Limited Licensed re-use rights only eWOM Social media Measurement Entertainment publicity Online consumer behavior Social media marketing In July 2013, Sharknado, a B-movie schlockfest that aired on the channel SYFY, was a huge hit...