... with a close-up image decrease positive electronic word of mouth (eWOM) due to increased feelings of ambivalence, while two-sided messages paired with a long-shot image increase positive eWOM due to increased perceived authenticity. Originality/value These findings provide insight into the impact of two...

...Mukta Srivastava; Sreeram Sivaramakrishnan Purpose It is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is whether enhanced exposure to eWOM results in greater consumer brand...

...Sultan Amed; Srabanti Mukherjee; Prasun Das; Biplab Datta Purpose The purpose of this paper is to determine the triggers of positive electronic word of mouth (eWOM) using real-time Big Data obtained from online retail sites/dedicated review sites. Design/methodology/approach In this study...

...Abubakar Mohammed Abubakar; Mustafa Ilkan; Pinar Sahin Purpose – The purpose of this paper is to examine the influence of electronic referral (eReferral) marketing and electronic word-of-mouth (eWOM) on brand image and purchase intention, coupled with the moderating effect of gender...