... engagement in personal SNP (Facebook) and business SNP (LinkedIn) for business purposes and invites future research in this population to further examine cultural influence and business performance. The findings support the need for Latino/Hispanic entrepreneurs’ strengthening...

...-commerce sites’ brand pages on Facebook through Google form application. A number of respondents are 1,038. Structural equation modeling technique has been used to examine the effects of online reviews on functional and hedonic brand images. Findings The data analysis reveals that source and review...

...Chetna Kudeshia; Amresh Kumar Purpose The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Facebook affects brand attitude and, consequently, influences purchase intention of smartphones. The spending patterns of consumers, particularly...

... Hypotheses were addressed using two online surveys. The first of these examined persuasive WOM communications on Facebook, the second investigated WOM communication on Twitter. Findings It was found that closeness to the source of a persuasive communication may have less of an impact on message...

... behaviors on perceived relationship benefits and relationship outcomes. Design/methodology/approach An online survey of members of a gaming Facebook brand community, resulting in 276 usable responses from gaming customers. Findings Customer engagement was divided into “Community Engagement Behaviors...