Billions of people everyday use Social Media (SM), such as Facebook and Twitter, to express their opinions and experiences with brands. Companies are highly interested in understanding such SM brand-related content. Consequently, many studies have been conducted and many applications have been developed to analyse this content. For analysis purposes, the main SM metrics used include volume and ...

This research uses the theory of flow to examine the effect of 2D versus 3D virtual world environments on brand equity and use intention. The results suggest that a 3D virtual world environment has both positive (indirect) and negative (direct) effects on brand equity. The positive, indirect effect of the 3D virtual world environment occurs through feelings of telepresence and enjoyment, both o...

The intention to purchase green products cannot be separated from environmental consciousness among people. This study analyzes the effect of knowledge, word mouth (WOM), and marketing on care attitudes products. A total 159 valid questionnaires were analyzed with structural equation modeling. empirical results indicate that knowledge significantly affects attitudes. In addition, concerns posit...

Apart from providing rooms, the hotel also provides a restaurant. One of restaurants in Central Jakarta is Japanese restaurant Nippon-Kan. Entering digital era, internet-based marketing has begun to be utilized by business actors. E-WOM strategy that widely used today. By utilizing internet, customer information and reviews about will disseminated various discussion forums so can influence purc...

One of the most important means of communication today is social networking. This study was designed to provide insights into how purchase intention influenced by consumers attitude toward online advertising and brand recognition on social networking site. A survey was conducted with facebook’s users to asses attitude toward online advertising on social networking sites, brand recognition, and ...

Purpose: As an Internet-based version of word of mouth, electronic word-of-mouth (eWOM), the new information presented from the perspective of consumers who have purchased and used the product, have become a major informational source for consumers. The purpose of this paper aims to investigate the influence of eWOM on purchasing intention. Moreover, this study examines the moderating effect of...

We investigate drivers of consumer purchase decisions when shopping experience goods online, using the context of expertise literature in business topics. Based on 60,000 books from Amazon.de, we test hypotheses on the effects of (1) “brand” characteristics (author’s background, reputation, experience, demographics), (2) product characteristics (publisher, price, page count, reading excerpts, c...

This research is a partial test of Park et al.’s (2008) model to assess the impact of flow and brand equity in 3D virtual worlds. It draws on flow theory as its main theoretical foundation to understand and empirically assess the impact of flow on brand equity and behavioral intention in 3D virtual worlds. The findings suggest that the balance of skills and challenges in 3D virtual worlds influ...