... applicable across fashion categories and examines how WD interacts with online product presentation mode ( PM) (product-only vs. model-worn images) within user-generated content ( UGC ) settings to shape consumer liking. Furthermore, it tests information diagnosticity ( ID ) and mental simulation ( MS...

... service. The authors analyzed 1,777 passenger reviews, which were classified, to uncover sentiments for five dimensions of airline service quality (AIRQUAL). Findings The findings of the study demonstrate the need for harnessing the brand-related user-generated content shared on online platforms...

...Mazzini Muda; Muhammad Iskandar Hamzah Purpose In spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory...

... content is positively related to emotional content and the personal connection an individual feels toward a firm’s products. Furthermore, user-generated content moderates the relationship between story content creation and personal connections. Findings also demonstrate that personal connection...

.... Research limitations/implications This is not an experimental study and so causality cannot be claimed. Descriptively, although the results were consistent in two studies using different stimuli, other factors might prove to be better predictors of active user‐generated content for other types of sites...