Based on Rogers’s innovation diffusion model, we investigate how electronic word-of-mouth (eWOM) through different types of social media impacts movie sales across the different phases of movie screening. We collected eWOM information on movies from February to October 2012 from Twitter, Yahoo!Movies, YouTube, and blogs on a daily basis. The results indicate that Twitter is relatively influenti...

This study examines the potentials of social media marketing for luxury retailers. Social media marketing tactics of three luxury retail brands (Barneys New York, Net-a-Porter.com, and Saks Fifth Avenue) were examined across three major social media networks (Facebook, Twitter and Instagram). All posts by the three retailers on Facebook, Twitter and Instagram were recorded over the course of a ...

Online transaction environment is full of uncertainties. To reduce online uncertainty, the first stage model examines the effect of extrinsic signals on perceived product quality, and the second stage model employs cue-diagnosticity framework to examine the influence of eWOM attributes (eWOM volume and eWOM consensus) on both perceived product quality and purchase intention. Our research questi...

As practitioners and industries become more comfortable with the use of social media applications as a marketing tool, social media is becoming ubiquitous. However, social media must be managed just like the rest of media that organizations use to deploy their content and marketing strategy as part of their overall marketing strategy. Nevertheless, scholar research on social media marketing str...

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This study empirically examined the informational and normative based determinants of perceived credibility of online consumer recommendations in China. Past literature demonstrated that informational influence is important in affecting reader’s evaluation of incoming information and the effectiveness of a communication. This study extends from the previous Word-of-Mouth studies by including th...

Over the past decade, electronic word-of-mouth communication (EWOM) has become more salient in online contexts. However, the extant literature on EWOM has largely depended upon theories developed in traditional offline contexts. We proposed that both individual and social settings should not be ignored in the study of EWOM and sought to integrate two perspectives: social influence and social id...