This study examines consumer-generated advertising (CGA) impacts on consumer attitudes, and behaviors for interacting with YouTube features and passing along electronic word-of-mouth. An online experiment with 175 subjects was conducted with a 2x2x2 factorial design. Participants viewed a video advertisement on YouTube, framed as either a consumer-generated or firm-generated advertisement, to d...

This article analyzes the factors affecting sales revenue of sports lottery from perspective innovative diffusion theory by system dynamics analysis. With quantification and simulation dynamics, is affected found. daily amount during FIFA World Cup 2018 as samples, six variables (reach frequency, adoption rate, betting among per person day, advertisement expenditure, successful potential bettor...

Theoretical approach to investigate human-human interaction in society performed using a many-body theory including human-human interaction. The advertisement is treated as an external force. The word of mouth (WOM) effect is included as a two-body interaction between humans. The rumor effect is included as a three-body interaction between humans. The parameters to define the strength of human ...

The main purpose of this paper is to analyze the dynamic process when two competitive innovations diffuse simultaneously in the small world network. To illustrate the micro diffusion process, an agent-based modeling and simulation method is applied. In the agent based model, there are two competitive innovations. Agents make decisions to adopt one of the innovations according to the utility val...

customers extend robust trust to a business when they believe the business puts their interests first. good experience of banking services and recommendations of other customers can increase trust. loyalty and word of mouth (wom) is accepted as key factors successes of marketing. this paper seeks to discover the affecting factors on positive word of mouth and loyalty based on trust enhancement ...

The power of word-of-mouth is all omnipresent, but with the advent and proliferation social media its speed spreading word, it’s more significant than ever before. Online influencer marketing bringing fashion brands customers specifically to millennials – closer Personality content are what influencers provide prospective a brand. Having created their online niche follower base these often prob...

word of mouth (wom) is a powerful promotional instrument and an important information source influencing on attitudes and purchasing decision of consumers. it plays a critical role in services in which quality of consumers’ beliefs affects their choice. wom has a particular importance in tourism industry because intangible products cannot be used before consumption. the current study aims to in...

today, organizations continuously try to find the ways to gain loyal customers because of their advantages. customer to customer interactions has attracted more attention among marketers in which customer-to-customer interactions has been known as one of the most important methods of creating loyal customers. the present paper seeks to propose a service model developed in traveling and tourism ...