...Sarah Diffley; Patrick McCole Purpose Despite the rapid growth of social networking sites (SNSs), research demonstrating the marketing application of these technologies is lacking. Consequently, this paper aims to explore the impact of SNSs on hotel marketing activities. Design/methodology...

... when exploring WOM via social media. © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Social media Social networking sites eWOM Motivations Critical incident technique Electronic word of mouth The growth and proliferation of social...

... methods such as netnography, focus groups and in-depth interviews to fully understand the motivations of digital moms. Findings The results suggest that eight motivations influence consumers to engage with and follow brands on their social networking sites: information, entertainment, knowledge...

... Internet Social networking sites Women Influence Narratives Online shopping Generation Y Females Brand relationships Fashion Social media This paper adopts a narrative approach to explore Irish Generation Y women's use of the internet for purchasing fashion brands. The use of narratives...