Current study aims to investigate the possible factors that influence online brand equity, which was measured by brand awareness, perceived quality, brand association and brand loyalty. The three predictors included in the research framework are online communication tools (which include online advertising and e-mail marketing), word of mouth and virtual community. An online questionnaire survey...

The effective use of electronically-mediated communication (EMC) is fundamental to digital literacy and, therefore, a high-demand competency in professional communities of practice, business, society, and online education. However, the use of EMC can be challenging in educational contexts; given that EMC tends to rely heavily on text-based formats, meaning and intent may be lost in translation ...

This study investigates the communication process of Live Chat Online Customer Service (LCOCS), an innovative tool delivering real-time help and on-demand assistance to online customers using live chats and co-browsing windows. The purpose of this study is to examine the differential effects of media synchronicity and task type on the performance of dyadic communication in LCOCS. Data have been...