... with an experience and how this influences their subsequent evaluations, focusing on the impact of online community participation. Design/methodology/approach A theoretical model, based on social identity theory, is tested using a two-study approach. Study 1 involves first-time cruisers in an online cruise...

... Experimental design Service strategy Relevancy Social impact theory Social identity theory Service performance Businesses are increasingly using social media for marketing purposes; however, many are failing to do so successfully. Over 90% of medium and large companies use social media marketing...

... Service-dominant logic Social exchange theory Social identity theory In today’s ever-changing and uber-connected society, customers are faced with numerous service touchpoints every day. Given the deluge of content flooding consumers, organizations are constantly seeking ways to attract...

... performance attributions arise. This study is the first to focus specifically on immigrant customer behavior in a high-involvement service context. The results challenge the predictions of social identity theory and the similarity-attraction paradigm and highlight that the immigrant context is unique...

... comparison, emotion and equity theories to explain the different effects of demotion on customers from different status level groups. © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Customer loyalty Social identity theory Social comparison theory...