...Shermeen Hasan; Abdul Qayyum; Mubashar Hassan Zia Purpose This study aims to highlight the mediating role of value co-creation between social media marketing, its dimensions – entertainment, customization, interaction, electronic word-of-mouth (eWOM) and trendiness – and brand authenticity...

... have positive effect on trust and satisfaction, while service communication is positively related to trust but not satisfaction. Both trust and satisfaction have positive effect on face-to-face word-of-mouth (fWOM) and electronic word-of-mouth (eWOM). Additionally, relationship value directly...

...Sambashiva Rao Kunja; Acharyulu GVRK Purpose The purpose of the study was to investigate the effect of electronic word of mouth (eWOM) on the value co-creation (VCC) and purchase intentions of consumers in Facebook fan pages of smartphone brands in India. Design/methodology/approach The data...

...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...