Marketing
Expert Or Customer? A Multi-Category Investigation Of The Impact Of Online Review Source On Its
With the growing role of Internet in everyday life and in consumer practices, the impact of online content not generated by marketers has attracted attention from the part of researchers and Read More »
Personal Inquiry And Social Recommendation: Online Word-of-Mouth Generation For Service Retailers
In this study we investigate how product (service) features and terms of transaction affect two very different word-of-mouth (WOM) activities: personal inquiry and social plugin clicks (SPC). Read More »
Author: Jikyung (Jeanne) Kim, Jeonghye Choi, Kyung Min Park
Contributor: eb™ Research Team
Brands And The Virtual Self: Network Effects On Self-Congruent Facebook ‘likes’, And Brand
Consumers’ use of brands has been widely studied in offline contexts. However, its examination in online social networks, such as Facebook, is more recent. This study investigates whether network Read More »
Author: Elaine Wallace, Isabel Buil Carrasco, Leslie De Chernatony
Contributor: eb™ Research Team
The Impact Of Brand Strength On Consumers’ Reactions Towards E-WOM
Prior research has demonstrated a strong influence of eWOM on consumers. However, it is not known whether individuals react differently to eWOM when it concerns a strong brand rather than a weak Read More »
Author: Alexander Mafael, Sabrina Gottschalk, Henning Kreis, Alexandra Deckert
Contributor: eb™ Research Team
An Added Value Of Neuroscientific Tools To Understand Consumers’ In-Store Behaviour
Little is still understood about the actual in-store purchase process. Here, we report that prior ad exposure affects in-store decision-making. By using mobile eye-tracking and electroencephalography Read More »
Author: Jesper Clement, Thomas Zoëga Ramsøy, Dalia Bagdziunaite, Khalid Nassri
Contributor: eb™ Research Team
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